A first in Quebec - Van Houtte café-bistros go 100% fair trade

25 Van Houtte café-bistros on Island of Montreal to serve only Fairtrade Canada-certified coffee

MONTREAL, Oct. 21, 2013 /CNW Telbec/ - Van Houtte is proud to announce that starting today, its 61 café-bistros across Quebec will serve only 100% fair trade coffee certified by Fairtrade Canada, THE worldwide benchmark for socially responsible trade. In so doing, it becomes the first banner in Quebec to take this step.

The 25 Van Houtte cafés-bistros on Island of Montreal are now serving customers a selection of top-quality fair trade filtered coffees, including velvety Bistro 1919, velvety organic Africana, bold Colombian, bold Sumatra, velvety organic SWP decaf, Hazelnut Vanilla and Crème Caramel.

Specialty coffees such as espresso, latte, cappuccino and mocha will now be made with certified fair trade Espresso Superiore blend.

The experience in the cafés and the quality of the menu, featuring pastries and muffins baked daily, as well as a great selection of hearty sandwiches, crunchy salads, hot comforting meals and, of course, tantalizing desserts, remain the same.

"Since 1919, Van Houtte has been a pioneer in the coffee field, but it is also a leader in sustainable development. Van Houtte's managers and franchise operators are proud to support coffee-growing communities and to enable their customers to contribute to this support," said Dominic Drouin, senior director, Van Houtte Café Bistro.

GMCR Holding Canada Inc. (GMCR Canada), owner of the Van Houtte brand, has been a partner of Fairtrade Canada since 2000. In 2012, nearly 25% of its coffee supply came from fair trade sources, the equivalent of 65 million pounds of coffee.

GMCR Canada is fully aware of its social and environmental responsibility and is continuing to improve its role as a corporate citizen and providing support to communities. Moreover, GMCR Canada allocates a portion of its annual before-tax revenues to support social and environmental initiatives. In 2012, this represented close to $30 million.

To find out more about GMCR Canada's commitment to sustainable development, visit http://gmcrcanadasustainability.ca/.

About GMCR Canada Holding Inc.

GMCR Canada Holding Inc. (GMCR Canada) is the Canadian business unit of Green Mountain Coffee Roasters, Inc. Its head office and management team are located in Montreal. The company has three plants in Canada: two in Montreal and one in Toronto.

The company offers a wide range of premium coffees in a variety of formats. GMCR Canada also offers Keurig Single Cup Brewers and many beverages for use in the brewer. Consumers can enjoy GMCR Canada products at home, at work or in a café-bistro, as well as at other points of sale. GMCR Canada markets flagship brands such as Keurig®, Van Houtte®, Timothy's World Coffee®, Barista Prima Coffeehouse®, as well as Green Mountain Coffee®, Tully's® and Café Escapes®.


For further information:

Isabelle Raymond
Brand manager, Away From Home Network
GMCR Canada Holding Inc.

Alain Racicot
Marketing and Merchandising Director
GMCR Canada S.E.C. - Café-bistro Division

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