In recognition of October being Fair Trade Month, Green Mountain Coffee is seeking to educate coffee drinkers about fair-trade certification, which many people may vaguely associate with worthiness without quite understanding it. Green Mountain Coffee will help explain what fair trade means with a campaign called “Great coffee, good vibes, pass it on.” Green Mountain Coffee Roasters is the largest purchaser of fair-trade coffee in the world.
“It’s a giant step in going out and engaging consumers so that they understand what fair trade is,” Mary Jo Cook said, adding that the campaign would have the effect of promoting fair-trade goods in categories besides coffee.
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