By Harrison Freund The Cavalier Daily (University of Virginia) September 29, 2010 Green Mountain Coffee Roasters is a vertically integrated company with two business lines. Vertical integration means that the company controls all stages of processing, except for growing the crop. GMCR buys the coffee and then processes, roasts, warehouses and sells it. The first business line sells the Keurig single-serve coffee maker along with its individual coffee, tea and hot chocolate pods called K-Cups. Keurig coffee-makers are sold to individual consumers through mass-market and department stores. GMCR also sell Keurigs directly to offices and hotels. The second part of the business is the Specialty Coffee Business Unit, which sells coffee beans, ground coffee and Keurigs to grocery and retail stores. Overall, the Keurigs and K-Cups account for 52 percent of net sales, while the SCBU accounts for 47.6 percent. GMCR copies and benefits from the razor-and-blade business model cr...