New name for Green Mountain?

by Monica Watrous
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WATERBURY, VT. — Green Mountain Coffee Roasters Inc. is considering a name change that incorporates its successful single-cup brewer brand.

The company would be known as Keurig Green Mountain, Inc., if stockholders approve the name change during their annual meeting in March.

“The name change is intended to reflect the importance of the Keurig brand to the company’s future opportunities while maintaining the cultural strengths of the Green Mountain Coffee brand,” according to a Jan. 10 filing with the Securities and Exchange Commission. “The name Keurig Green Mountain was selected as an umbrella corporate brand that integrates the company's two strongest brands into one corporate identity.”

The company’s common stock would continue to trade on the NASDAQ under its current symbol, “GMCR.”
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