444427 GMC Training Manual (Safeway) draft

444427 GMC Training Manual (Safeway) draft
Green Mountain Coffee Roasters, Inc.
Green Mountain Coffee & Keurig Brewer #444427
Check with your Agency for Date and Time
***THERE IS A LEARNING CENTER FOR THIS PROGRAM***
The Learning Center is a program designed to make sure you are prepared to
carry out your duties.
1. Read your training manual front to back and have a clear understanding of the event details.
2. View the training video on the PromoWorks Engagement Specialist Web Portal:
https://esmyhome.promoworks.com
3. Review the User’s Manual included in the box with the Keurig Classic Brewer.
4. Set-up the Keurig brewer as instructed on page 8 of this Training Manual.
5. Brew one cup of coffee for yourself using one of the K-Cup® Portion Packs included in your demo kit.
6. Call 866-613-8293 or log onto www.lc.promoreports.com and answer ALL of the questions the testing
service asks you.
7. Your test results will be shared with your agency to inform them of your preparedness for the Event.
***COMPLETE ALL OF THE ABOVE STEPS AT LEAST THREE DAYS PRIOR TO THE DEMO***
* * * IMPORTANT * * *
The main objective of this demonstration is SELL the K-Cup® Portion Packs and
Keurig Brewer.
Encourage consumers to purchase products on the demo day with the coupons for
$1 off the price of K-Cup® Portion Packs and $10 off the price of a Keurig Brewer!
Have a great sampling and selling day!!
Page 1
HOT SHEET
ATTENTION
ENGAGEMENT SPECIALISTS!
Keurig (“Cure-Ig”) Supermarket Demo Start-up Guide
1. Each demo kit contains everything you’ll need except water, half & half creamer, a power-cord,
duct tape and trash can. The Keurig Classic Brewer will arrive in its own box, separate from the
demo kits, which will include all the brewing essentials. Please remember to bring your extension
cord, duct tape and trash can (see What to Bring on page 3 as it lists a few other important items).
2. BEFORE arriving to the store: Follow the “Set-Up Guide” (located on page 8) and also
included with the Keurig Classic Brewer to make sure the brewer works properly and so you can
become accustomed to using it. Open a demo kit box and make sure nothing is damaged.
Open one of the K-Cup® boxes; brew and enjoy a cup of coffee while you read the Welcome
brochures included with the Keurig brewer.
3. IN-STORE: The first task with each demo is to find the store manager and get your demo
table set-up. Make sure the demo table is in a high-traffic area, ideally near where the Keurig
products are merchandised in the store. Your goal is to offer shoppers a free cup of
“FRESH BREWED GOURMET COFFEE” and encourage them to purchase a Keurig
brewer. So being in a high traffic area near where the Keurig brewer/K-Cup® packs are
merchandised is key.
4. Plug in and turn on the Keurig brewer and fill up the water tank (with the drinking water that you
have pre-purchased for your demo). Place the Table Runner on top of your demo table along
with your easel card. Arrange the coffee supplies on the table with one sleeve of the cups and lids
opened and stacked on the table; put some coffee stirrers in a cup, place the half & half creamer
on the table so consumers can easily add (keep on ice to remain cold), and the sugar/sweetener
packets should be displayed on your table with the extras stored in your demo box underneath
your table. Refill these items as needed on your table. Have some napkins displayed to keep
any spills from making a mess on your demo table area (more step-by-step directions are listed
on page 6).
5. Ask the store manager to bring several Keurig brewers and stack them next to your demo
table so that when people enjoy the product you can encourage shoppers to put a Keurig
brewer into their shopping cart. Your goal with the demo is to actually sell Keurig brewers and
K-Cup® packs on the spot. Be familiar with the store’s return policy. Less than 1% of Keurig
buyers return their brewers because they make such great coffee.
6. The final preparation step is to have several gallons of drinking water under your demo table.
You will need to pre-purchase the water, half & half creamer and ice the day of the demo
event by the approved agency method. You will be purchasing six (6) gallons of drinking
water, three (3) 32 oz. containers of Half & Half refrigerated coffee creamer and one (1) bag of
ice. You should not exceed $21.22 in total purchase price. Keep your receipt to hand in to your
agency at the end of your demo event.
7. You’re now ready to start offering free samples of fresh brewed coffee to everyone who walks
by and within eyesight of your demo table, as well as offering instant redeemable coupons to
shoppers who are interested in buying a Keurig brewer and K-Cup® products.
Please refer to the Demo Script on page 9 to help you interact well with consumers.
Page 2
Training Manual
Green Mountain Coffee Roasters, Inc.
Green Mountain Coffee & Keurig Brewer #444427
West In-Store Sampling Training Manual
Check with your Agency for Date and Time
Today you will be engaging consumer to promote the following...
Green Mountain Coffee
Breakfast Blend
UPC: 0-99555-08520-4
Tully’s House Blend Coffee
UPC: 0-99555-08802-1 Green Mountain Coffee
Nantucket Blend
UPC: 0-99555-08663-8
Newman’s Special Blend
Decaf
UPC: 0-99555-08051-3
Café Escapes
Chai Latte
UPC: 0-99555-09805-1 Green Mountain Coffee
Hazelnut
UPC: 0-99555-08792-5 Keurig Classic Brewer (B44)
UPC: 6-49645-00440-2
Green Mountain Naturals
Hot Apple Cider
UPC: 0-99555-08201-2 Distribution Goals:
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110 K-Cup® Portion Pack samples per day
75 K-Cup® Portion Packs Coffee coupons per day
10 Keurig Home Brewing System coupons per day
What To Bring:
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Tully’s French Roast Coffee
UPC: 0-99555-08801-4
Entire Kit Contents
1 Demo Table
1 White Tablecloth
1 PromoReports® Form
1 Training Manual
1 Pen
1 Apron
Small Bowl
Cooler
Tape
Extension Cord (and roll of duct tape to secure the
cord)
Small Trash Can or Bag for Trash
Kit Contents:
•
•
Box 2 - Keurig Classic Brewer
Box 1 - Kit Contents
1 Green Mountain Table Runner
1 Green Mountain Easel Card
1 Green Mountain Countermat
9 Boxes of K-Cup® Portion 12-ct. Packs:
Two (2) GMC Breakfast Blend, one (1) GMC
Nantucket Blend, one (1) GMC Hazelnut, one (1)
Newman’s Own Special Blend Decaf, one (1)
Tully’s House Blend, one (1) Tully’s French
Roast, one (1) Café Escapes Chai Latte and
one (1) GMC Hot Apple Cider
3 Pairs of Gloves
10 Keurig Brewer Coupons ($10.00 off)
75 Green Mountain K-Cup® Coupons (1.00 off)
100 Napkins
100 Sugar Packets
100 Sweet ‘N Low Packets
110 Coffee Stir Sticks
110 Green Mountain Coffee Cups
110 Coffee Cup Lids
75 Coffee Cup Paper Sleeves
Page 3
What to Wear:
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Black pants/skirt
White collared shirt/blouse
Black Shoes (no open-toed shoes or gym shoes)
Gloves (provided in kit)
Apron (brought from home)
Items to Purchase:
Using your Agency Approved method of payment, please purchase the following:
•
• Six (6) gallons of drinking water
Three (3) 32 oz. containers of Half & Half refrigerated coffee creamer (non-flavored and non-powdered)
• One (1) bag of ice
Your total should not exceed $21.22 including sales tax.
Remember to save your receipt to turn in to your agency with your PromoReports form.
Store Product and Pre-Call:
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Contact your store at least three (3) days prior to the execution and advise the store manager that you will be
executing the Green Mountain Coffee Roasters In-Store Sampling Program and give the date of execution.
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Verify that there is sufficient product in the store to support this event. If there is not enough product to
support this demo:
- Ask the manager when he/she expects the shipment to arrive
- If a shipment is not planned, contact your agency immediately for further instruction
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Record the date of your call and the name (first and last) of the Store Manager you spoke with on the top of
your PromoReports® Form.
Please verify that there is sufficient product in the store to support this demo. There should be a minimum of 3
Keurig Brewers and 4 cases of K-Cup® 12-packs on the shelf!
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Features and Benefits:
Green Mountain Coffee
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Convenience: no mess to clean up, quick and easy to use, no wasted coffee.
Variety: get you favorite coffee or tea in seconds at the push of a button:
choose from over 200 varieties from 21 gourmet coffee and tea brands including Green Mountain Coffee,
Tully’s Coffee, Caribou Coffee, Newman’s Own Organics Coffee, Barista Prima Coffeehouse, Café Escapes
Cocoa and Celestial Seasonings Tea.
Quality: you can’t get a fresher cup of coffee. It’s coffee-house taste without the coffee-house price.
Keurig Classic Brewer
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Always ready and brews in under one minute
Quiet-Brew Technology®
Enjoy beverages hot or brew them over ice
Removable 48-oz. water reservoir
***DIRECTIONS FOR THE LEARNING CENTER***
IMMEDIATELY AFTER YOU CONDUCT YOUR MACHINE PREP, you must call into the Learning Center
@ (866) 613-8293 or log onto the Learning Center website www.lc.promoreports.com for training!
***DO THIS AT LEAST FOUR DAYS PRIOR TO YOUR DEMO***
The Learning Center is a program designed to make sure you are prepared to carry out your duties.
1. Read your training manual front to back and have a clear understanding of the event details.
2. Watch the Green Mountain grocery demo video on the PromoWorks Web Portal to help guide you through
your sampling event.
3. Call the number listed above OR log onto www.lc.promoreports.com and answer ALL of the questions the
testing service asks you.
4. Your test results will be shared with your agency to inform them of your preparedness for the Event.
Page 4
Health and Safety:
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IMPORTANCE OF WASHING HANDS AND CHANGING GLOVES — Gloves must never be used in place of
handwashing. You must thoroughly wash your hands immediately before any sample preparation, applying enough
soap to build a good lather, and drying your hands and arms with a single-use paper towel or air dryer. Use a paper
towel to turn off the faucet. When in a restroom, use a paper towel to open the door.
⇒ Change your gloves every time you touch other bare human body parts other than clean hands and arms.
⇒ Change your gloves and wash your hands every time you use the restroom (see above).
⇒ Change your gloves when they rip or tear.
⇒ Change your gloves every time you leave your demo table.
⇒ Change your gloves if you sneeze or cough.
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Demonstrator must be free from illness or disease that may be passed to the public through food handling.
DO NOT leave samples, coupons and equipment, etc. on the event table when you are on your break. A sign is to be
placed on the event table informing customers of the time of your return.
At no time will sample product or equipment be left unattended on the demonstration table. Electrical equipment must
be removed from the table, (except for microwave ovens) and taken to a holding place out of reach of customers during
your break.
Distribute samples as indicated in your Product Distribution section. Throw away any samples that sit on the table at
room temperature for more than 30 minutes. Keep samples fresh and appealing.
Make sure customers select the samples in a way that will not result in contamination of adjacent samples.
Keep all your sample product within eyesight. This will limit samples being lost or consumers being obstructed/tripping
over demonstration materials.
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Importance of Product Displays:
A product display is defined as:
“any location within the store other than where the product is
normally located on the shelf.”
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Product displays are VERY IMPORTANT to the success of your demo! Having
product to sell to shoppers within reach of your demo will improve the TOTAL
SALES of the product you are demonstrating.
ALWAYS ask store personnel during check-in for the location of any display for the
product you will be demonstrating. (Request assistance if a display is in the
back stockroom and needs to be set-up)
Whenever possible, set up your demo table next to or nearby a display of the
product you will be demonstrating.
If there is no product on display, request the store personnel to bring out any
product from the back stockroom. Build a small product or case stack display
yourself on or next to your table.
**IMPORTANT INFORMATION**
•
Engagement Specialist are to keep the Keurig Brewer after the 1st day of the demo, as each store day will be running
TWICE at the same retailer. After the 2nd/final demo date, the Engagement Specialist will be able to KEEP the Keurig
Brewer as a token and thank-you from Green Mountain Coffee Roasters.
Page 5
On Site Demonstration Preparation Checklist (please complete all steps):
By following these easy steps your Green Mountain Coffee Roasters Demonstration is sure to be a
success for both you and the customers! If you have any questions on program procedures, call your
agency for assistance!
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Introduce yourself to the Store Manager to briefly describe the demonstration.
Walk the store thoroughly to see if there is a secondary display of any of the Green Mountain Coffee Roasters. See
“Importance of Product Displays Section” for further details. If there are no displays to set up your demo next to, build
your own display by keeping a few packages of the Green Mountain K-Cup® Coffees on your table to sell to interested
shoppers.
Obtain the selling prices for ALL the products you are sampling today so you can inform consumers during your demo.
Purchase your Product Samples:
•
Using your agency approved method of payment, purchase:
Six (6) gallons of drinking water,
Three (3) 32 oz. containers of Half & Half refrigerated coffee creamer (non-flavored and non-powdered)
One (1) bag of ice.
Your total sample product costs should not exceed $21.22 including tax.
Check out at any register - be sure to save your receipt and turn it in with your PromoReports® Form!
Setup the Demo Table:
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Setup your demo in a high traffic area near the Green Mountain Coffee K-Cup® packs or the Keurig Home Brewing
Systems. Ideally, you will set up near a secondary display of both products (please refer to page 5 for display photo).
Once you find a good place to set-up near an outlet and the products you will be sampling, drape your white tablecloth
over your demo table and place the table runner and countermat neatly on top.
Plug in and turn on the brewer, making sure to secure your cords to the floor with duct tape to avoid a potential tripping
hazard. Fill tank to the top with water. Place the Keurig Brewer near the countermat. The countermat is designed to be
the place where you fix your finished coffee with either sugar, creamer, etc.
Locate the product aisle containing the K-Cup® portion packs, take a few boxes of each flavor to create a nice display on
your tabletop.
Neatly arrange a few K-Cup® portion packs of each flavor along with the rest of your supplies on the table so consumers
can choose which flavor they would like to try.
The sugar packets, sweetener and stirrers should be located neatly on your table as well for consumers to use as
needed. Place the half & half creamer on ice in a small bowl so that it stays cold and is easily accessible for consumers
to add to their coffee. Place the unopened creamers and ice in your cooler so they remain cold throughout the demo.
Have napkins handy to keep any spills from making a mess of the table.
Place a small trash can under your table for consumers to dispose of empty packets and used stirrers.
Make sure your demo table looks neat and is not cluttered.
If you could not locate and set-up near a display, please also stack a few of the Keurig Brewers neatly next to your table.
This way, consumers can see what the box looks like AND you can easily point out (clearly on the Brewer box) which
varieties of Coffee, Tea and Hot Cocoa are available for purchase to use with the brewer.
Prepare the Sample Product:
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Please re-read the Set-Up Guide Instructions on page 8 on how to use the Keurig Brewer.
Once you have read over the Set-Up Guide Instructions and the Keurig Brewer is ready to go, place one of the K-Cup®
portion packs on the drip tray plate.
Select the K-Cup® portion pack. Do not remove the foil lid.
Lift the Handle, place the K-Cup® portion pack in the K-Cup® Holder Assembly and then push the Handle all the way
down to puncture the K-Cup®. Please be careful to avoid the sharp needles in the K-Cup® Assembly Housing and Lid.
Let the consumer press the Brew Button located below the flashing green light. This will yield a 8 oz. serving. If the green
light is not flashing, be sure the handle is all the way down.
Repeat above steps to make each sample as consumers approach your table.
Please allow them to choose which coffee they would like to try. Then, follow the above instructions to make each cup
throughout the day.
Refer to page 9 to help you interact well with consumers.
Page 6
Kit Contents Items/Checklist:
Keurig
Classic
Brewer B44
Green
Mountain
K-Cup
and
Keurig
Brewer
Coupons
Sample K-Cup® Portion Pack varieties:
Countermat
Easel Card
Table Runner
Page 7
Set-Up Guide Instructions:
Set-Up Guide
Page 8
Sample Demo Script:
Demonstrator: “Hi there, would you like a free cup of fresh-brewed Green Mountain Coffee?”
Shopper: “No thanks, I’m in a hurry.”
Demonstrator: (don’t give up yet) “It only takes a few seconds. This is the KEURIG single-cup brewer system from Green
Mountain Coffee. Have you seen these before?”
Shopper: “Oh yeah, I’ve heard of that. How does it work?”
Demonstrator: “Pick your favorite coffee, pop in K-Cup® portion pack and hit brew. You’ll have a fresh cup in just
seconds. Want to try the Breakfast Blend? It’s a fantastic flavored coffee. Or perhaps a Tully’s French Roast Coffee? We
also have Nantucket Blend, Hazelnut, Tully’s House Blend, Newman’s Special Blend Decaf, Chai Latte and Hot Apple
Cider.”
Shopper: “Breakfast Blend sounds great, but I’ll try the Nantucket Blend Coffee please.”
Demonstrator: “Here, just pop this in and close the lever.” Hand them a K-Cup® portion pack and show them how to
brew, let them see for themselves how easy it is. Take this time to explain: “The K-Cup® portion pack has a mini paper
filter inside with fresh ground gourmet coffee. The K-Cup® portion pack keeps the coffee fresh until you use it, and since
the coffee is brewed inside the K-Cup®, there’s no mess to clean up in the machine. That’s why you can do regular, then
flavored coffee, or even apple cider, and there’s no mix from cup to cup.”
Shopper: “My wife might like this; she only drinks decaf but I like the real strong stuff.
What’s the deal on this brewer? How do you pronounce it again?”
Demonstrator: “It’s pronounced the (Cure-ig) KEURIG Single Cup Brewer System. It’s
been around for more than 10 years in offices but the home models have really become
popular in the last three years. There are now over 3 million K-Cup® used daily in the US.
We actually sell the brewers and K-Cup® right here in the store.”
For consumers who seems very interested in purchasing a Keurig Brewer:
Demonstrator: “We have a limited number of Keurig Home Brewing System coupons that
will save you $10.00 off the price of the brewer if you’re interested.”
Shopper: “What do the brewer and the refills cost?”
Demonstrator: The KEURIG Classic brewer is normally (list price here), but the coupon makes it only (list discounted
price). The coffee K-Cup® portion packs cost about 60 cents per cup. Compare that to the $1.50 or $2.50 you’d pay for
the same coffee in a coffee shop, but you can have more choices and more convenience in your own home.”
Shopper: “Well, I love this coffee and it’s a great idea, but my wife likes
her Mr. Coffee machine. I’m not sure she’d want me to spend the money
on a new brewer.”
Demonstrator: “When you factor in the convenience and the fact that
you never have to clean anything, you never waste any coffee,
AND you have your favorite choice, most people like the KEURIG
Brewers much better. You could try it and it for some reason you
don’t like it, you could return it for a refund. Hardly anyone returns
theirs because they make such good coffee.”
Shopper: “You know what? I’ll take you up on that offer.”
Demonstrator: As you hand them a $10.00 brewer coupon and a
$1.00-off K-Cup® coupon ….“You can also have a K-Cup® portion pack
coupon that will save you a dollar per 12-pack.”
Page 9
Executing the Demonstration:
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Enthusiastically intercept consumers, greet them with a smile and a friendly approach, and offer them a sample
of Green Mountain Coffee.
Refer to page 6 in order to set-up your demo table in a high traffic area close to the Green Mountain Coffee products.
Refer to page 6 in order to effectively distribute the Green Mountain Coffee samples.
Refer to the features and benefits (listed below and on page 4) as talking points when preparing the coffee sample for
consumers.
•
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√ Convenience: no mess to clean up, quick and easy to use, no wasted coffee.
√ Variety: get you favorite coffee or tea in seconds at the push of a button: choose from over 200 varieties
from 21 gourmet coffee and tea brands including Green Mountain Coffee, Tully’s Coffee, Caribou Coffee,
Newman’s Own Organics Coffee, Barista Prima Coffeehouse, Café Escapes Cocoa and Celestial Seasonings Tea.
√ Quality: you can’t get a fresher cup of coffee. It’s coffee-house taste without the coffee-house price.
Each box of K-Cup® portion packs provided in your kit will provide approximately 12 samples
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When leaving your table, remove ALL product samples and coupons.
Do not leave samples or coupons unattended at any time.
Make sure the table remains clean and organized throughout your demo.
DO NOT DISTRIBUTE SAMPLES TO CHILDREN WITHOUT THE
PERMISSION OF A PARENT OR GUARDIAN
Demonstration “Do’s”
Demonstration “Don’ts”
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Greet: Greet the customer cheerfully. Make eye
contact with them and talk with them.
Tell: Give product features and benefits as
outlined in your demonstrator guide. Discuss
suggested preparations.
Sell: Excite customers to purchase the product.
Ask the customer if they would like to purchase the
product. Know the product location. Listen to the
customers.
Ensure a trash can is next to the table for
customers to dispose of napkins, cups, etc.
View any product specific literature provided in
your kit.
1. Know the name of the product and the
manufacturer
2. Know the features and benefits as outlined in
your demonstrator guide
3. Know the product cost
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DO NOT use your cell phone to make phone
calls or send texts during your demo.
DO NOT leave the store with leftover product.
DO NOT return any sample product at the end of
the demo for a cash refund.
DO NOT give children samples without a parent or
guardian’s permission.
NO eating, drinking, sitting, smoking, reading or
chewing gum while conducting a demonstration.
DO NOT block food bunkers.
DO NOT place any personal items, or items not
mentioned in this Training Manual on your demo
table.
DO NOT discuss competitor’s products with
customers. If a customer should ask you about a
competitor’s products, please respond with, “I do
not have any information on other products. I can
point you in the direction of a store employee for
assistance if you’d like.”
End Of The Day:
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Return any secondary product from your table display back to the shelf for consumers to purchase.
Engagement Specialist are to keep the Keurig Brewer after the 1st day of the demo, as each store day will be
running TWICE at the same retailer. After the 2nd/final demo date, the ES will KEEP the Keurig Brewer.
DO NOT take sample product out of the store. Leave any leftover samples with the Store Manager or in the
employee break room.
Clean up, breakdown your table and leave your area as you found it.
Complete your PromoReports® Form and obtain a store stamp and a manager’s signature.
Call into PromoReports® at (888) 281-0790 to report your results. Or, for online entry, please
follow the instructions on your PromoReports® form.
Be sure to mail your PromoReports® Form to your agency immediately after calling in your results.
Please feel free to include any written comments (positive or negative) on the back of your PromoReports® Form.
Your honesty in the program execution is greatly valued and appreciated.
Page 10
ATTENTION ENGAGEMENT SPECIALISTS
Green Mountain Coffee Program – 444427
***VERY IMPORTANT***
IN THE EVENT THAT K-CUP® PORTION PACKS ARE NOT
AVAILABLE IN YOUR STORE ON THE DAY OF THE DEMO,
PLEASE LET CONSUMERS KNOW THE FOLLOWING:
"K-Cup® portion packs are available in more than
13,000 retailers, supermarkets and
wholesale club stores nationwide.
For more information about specific retailers, go to:
www.greenmountaincoffee.com/stores
There are also hundreds of varieties of coffee, tea
and cocoa K-Cup® portion packs available at:
www.greenmountaincoffee.com and www.keurig.com. "
Thank you!
Page 11
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