system, designed for office use. The launch of the first K-Cups with Green Mountain Coffee helped GMCR begin to further compete with the ubiquitous presence of Starbucks, by allowing people to brew their own single servings of premium coffee. Also in 1997, a deal with Poland Spring opened the office-worker market by distributing Green Mountain Coffee to thousands of offices in the Northeast. In 1998, GMCR closed its 12 retail shops in favor of the burgeoning direct-mail and online market, its growing distributions to business offices and other national venues, and its wholesale market. That year, the company signed an exclusive deal with American Skiing Company, offered its first corporate gifts catalogue, sold its certified organic coffee in ExxonMobil's national and international On the Run convenience stores, and expanded its supermarket distribution to 500 stores. In 1999, it expanded its export market, including to Great Britain. In 2000, Green Mountain reached an agreement to promote and sell fair trade coffee, committing to making at least 3% of its sales fair trade—certified by TransFair USA. In 2001, the company acquired Frontier Organic Coffee, and in 2002, it signed an agreement to sell fair trade coffee under the Newman's Own Organics label. In late 2005, GMCR reached a deal to sell its Newman's Own Organics Blend coffee in more than 600 McDonald's restaurants in New England and Upstate New York. Acquisition of Keurig, Inc. In 2006, Green Mountain—which had successively invested in and acquired increasing percentage ownership of Keurig, Inc. in 1993, 1996, and 2003, by which time it had a 43% ownership—completed its full acquisition of the single-cup brewing systems manufacturer. The successive acquisition allowed Green Mountain to adopt a multi-brand portfolio, and multichannel distribution of brands in a variety of settings. It also fueled enormous revenue growth, and allowed GMCR to transition fully from deriving 95% of its revenue from its low-margin wholesale coffee business in the late 1990s (approximately $65 million), to deriving 95% of its revenue from high-margin sales of K-Cups as of 2014 (more than $4.3 billion). Green Mountain also acquired the four additional Keurig licensees in 2009 and 2010: In March 2009, it purchased Seattle-based Tully's Coffee brand and its wholesale coffee business for $40.3 million. In November 2009, it acquired the wholesale division of Canadian coffee provider Timothy's World Coffee for $157 million. In December 2009, it purchased the California-based Diedrich Coffee for $290 million.