Green Mountain Coffee Roasters: An Insight into Sustainable Growth and Market Strategy

Dec 26, 2025

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Green Mountain Coffee Roasters (GMCR), founded as a small café in Vermont, has evolved into a major player in the coffee industry, specializing in organic and Fair-Trade coffee products. Known for its Keurig machines and K-Cups, GMCR primarily sells to wholesale customers, with K-Cup sales accounting for most of its revenue. However, its growth strategy faces challenges amid rising competition, particularly from Starbucks (SBUX). The company’s market performance analysis shows that with a focus on sustainable practices, GMCR needs to navigate its enterprise value and cash flow forecasts effectively to ensure long-term viability.

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Green Mountain Coffee Roasters: An Insight into Sustainable Growth and Market Strategy

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Presentation Transcript

Green Mountain Coffee Roasters Matt Moore
Background • Started as small café in Vermont • Organic and Fair-Trade Coffee • Keurig Machines & K-Cups • Sell to wholesale Customers • Most of sales from K-Cups • Less than 10% of sales from machines & royalties
Competitors
Revenues GMCR not sustainable growth SBUX most similar, weighted heavier Use 11%
EPM GMCR value looks to be in line with others Use 9%
EATO Use 1.6
Forecast Sales, EPAT, & NEA
Present Value of Cash Flows
Enterprise Value
Questions