Purpose and Principles

Our Purpose is why we are here. We create the ultimate coffee experience in every life we touch from tree to cup – transforming the way the world understands business.

Our Principles offer us guidance on how we work together.

ETHICS – Do the right thing. Integrity is the foundation of all our decisions, actions and relationships. PASSION FOR COFFEE – From tree to cup. We roast great coffees and are committed to ensuring that everyone who encounters Green Mountain coffee has an outstanding coffee experience.

SUSTAINABILITY – Pathway to our future. We use resources wisely and make decisions that take into account the well being of people, profit, and the planet. COMMUNICATION – Open dialogue. In our thriving, healthy organization, we share information, ideas, and successes.

APPRECIATING DIFFERENCES – Finding opportunity in conflict. Opportunity comes from welcoming different opinions and ideas with mutual respect.

CONTINUOUS LEARNING – For today and tomorrow. Our competitive strength comes from the continuous improvement of all that we do. We actively seek out and apply best practices.

BUSINESS SUCCESS – Financial Strength. We deliver steady growth in market share, sales and profit. Financial strength benefits employees, stockholders and communities worldwide.

PLANNING & MEASURING – To understand and improve. We focus on integrated planning throughout the organization to align our strategies. We gain insights into our successes and challenges by measuring and evaluating the results of our actions.

DECISION-MAKING – At the most effective level. We make timely, informed, criteria-based decisions aligned with our business goals. Our decisions are made with personal commitment, ownership and accountability.

PERSONAL EXCELLENCE – Strong organizations rely on strong individuals. We are responsible to do our personal best for ourselves, our co-workers, and our company. Personal excellence is built on a high level of skills, knowledge, self-awareness, self-motivation, and respectful intentions toward all.

LEADERSHIP – At every level. We develop leaders that demonstrate a high level of competence, generate trust and bring out the best in themselves and those around them.

PARTNERSHIPS – Success for all. We collaborate with our partners for mutual benefit. Our relationships are based on respect, honesty, openness, reliability and trust.

VIBRANT WORKPLACE – A place where you can make a difference in the world. We create and maintain a culture that fosters teamwork, fun, personal growth, career paths, financial rewards and a healthy work-life balance.

SHARED OWNERSHIP – Thinking and acting like owners. We meet our commitments and appreciate the contributions of each other. We are stewards of our collective resources. We share equitably in our successes.

WORLD BENEFIT – Creating positive change. We are a force for good in the world. We celebrate and support the power of businesses and individuals to bring about positive changes, locally and globally.