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Nothing like a fresh cup of coffee in the morning to perk you up after the eight hours of sleep you didn’t get last night. Unfortunately for those who acquire their a.m. (or p.m.) buzz via Green Mountain Coffee Roasters (GMCR), the local java maker’s stock recently fell 16 percent. What spawned such a decline? Mega-rival Starbucks announced it will dip its over-priced, trendy hand into the K-cup pool.
Starting this fall, Starbucks will sell its own version of the single-cup Keurig machine that GMCR pioneered. Dubbed the “Verismo,” the Starbucks-branded machine will be available to order online or purchase through a Starbucks store or high-end specialty retailer. In addition to brewing a pipin’ hot fresh cup of coffee, the machine will allow you to concoct your own lattes and other trademark Starbucks beverages. Not surprisingly, moments after the announcement came a three percent rise in stock for the global coffee king.
Despite the fact that the Verismo will challenge the Keurig’s future success, folks at GMCR seem to be retaining a healthy dose of optimism. The VT-based company’s president continues to tout the Keurig’s quality and says the two coffee gurus will work alongside one another.
Moral of the story: keep on showing your love for local coffee and support Green Mountain Coffee Roasters…with an occasional non-fat, no whip, no foam, single-shot grande mocha latte on the side of course.
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