Case | HBS Case Collection | April 2014

Green Mountain Coffee Roasters, Inc.: Taking on Seasonal Starvation in Latin America

by Christopher Marquis and Zoe Yang

Abstract

A company with a strong commitment toward corporate social responsibility since its founding days, Green Mountain faced an ethical decision point in 2007 as new information from the field uncovered a chronic dire problem facing coffee communities—seasonal starvation. Company leaders are driven to re-assess their social impact and address this widespread problem while aligning their efforts with their broader, rapidly expanding business of selling coffee.

Keywords: Fair Trade; coffee; Corporate Social Responsibility and Impact; Environmental Sustainability; Food and Beverage Industry; Consumer Products Industry; Latin America; Central America; Mexico; Guatemala; Nicaragua;

Citation:

Marquis, Christopher, and Zoe Yang. "Green Mountain Coffee Roasters, Inc.: Taking on Seasonal Starvation in Latin America." Harvard Business School Case 414-065, April 2014.