Green Mountain Coffee Roasters gets a new identity

Staff writerMarch 10, 2014 

GREEN MOUNTAIN COFFEE ROASTERS

Ebony Morris, a roaster with Green Mountain, pours out of about 200 pounds of Kona blend coffee beans from the roaster at the Sumner plant in 2009.

LUI KIT WONG — Staff photographer file, 2009

Green Mountain Coffee Roasters Inc. is no more. Enter Keurig Green Mountain Inc.

The Vermont-based coffee and beverage company Monday renamed itself as Keurig Green Mountain Inc. to better reflect a company that has expanded beyond coffee roasting to high-technology brewing systems.

The company, which has a roasting plant in Sumner, said the new name spotlights its two main products, its Green Mountain coffee and its Keurig brewing system.

"Our name better reflects who we are as a company and captures our aspirations for the future," said Brian Kelley, Keurig Green Mountain's president and chief executive.

The company said it will retain its existing names for its coffee and its coffee brewers.

 

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