Corporate Social Responsibility Report. In 2008 GMCR's board of directors added a social and environmental responsibility committee overseeing the company's social responsibilities. It also established a vice president for corporate social responsibility who reports directly to the CEO. In addition to its environmental oversight, the company's Sustainability Committee focuses on areas including the financial and environmental viability, health, and resiliency of its coffee-growing and manufacturing supply chains; community outreach; and corporate and employee social responsibility and awareness. GMCR was a pioneer in the Fair Trade movement in 2000, guaranteeing farmers a steady minimum price far above market value. Since 2010 Green Mountain has been the largest purchaser of Fair Trade coffee in the world. In addition, the company was from its beginnings known for its long-term relationships and fair dealings with coffee-growing suppliers, and for its large percentage of farmer-direct coffee purchases. Since the early 1990s, the company has annually sent groups of employees on trips to coffee farms in Latin America, to gain first-hand experience in the lives of coffee growers. GMCR has prioritized initiatives to alleviate poverty and hunger in coffee-growing communities. These include Coffee Kids, an international non-profit which improves the lives of children and families in remote coffee-growing villages; and the FomCafe cooperative's quality-control training program, which helps farmers earn higher profits for coffee. In 2002 GMCR was the first corporate investor of the non-profit micro-loan organization Root Capital, and through it Green Mountain has provided millions of dollars in loans to cash-strapped coffee farmers. In 2002 Green Mountain also formed a joint alliance with the U.S. Agency for International Development, to improve the livelihoods of those in impoverished coffee-growing regions. Internally, GMCR has cultivated and maintained a flat corporate culture, where employee buy-in, enthusiasm and vision, collaboration, and input is important. The company offers employees continuous training and development opportunities; tuition for outside education; profit-sharing; financial education; and continuous career-advancement support. Employees are paid for up to 52 hours of volunteer work in their community per year. GMCR has been on Forbes list of Best Small Companies five times, and has been recognized as a "Best Place to Work" in HR Magazine. Business segments and brands Keurig Green Mountain operates in two business segments: domestic and Canada. The domestic segment produces and sells coffee, hot cocoa, teas and other beverages, to be prepared hot or cold, in Keurig pods; it also sells coffee in traditional