EC Green Mountain Coffee: Director Makes A Million Dollar Bet

I was quite pleased to learn that my latest article on Green Mountain Coffee (GMCR) was selected as an "Editor's Pick" by the editorial staff at Seeking Alpha.  As expected, Green Mountain Coffee: Illegal Insider Trades Signal More Risk Ahead brought out the faithful Green Mountain fan-club to denounce the "heretical and devil-tongued beast" that I am.  Needless to say, the article raises even more questions about the previous management team.    

However, there was a bit of bright insider news related to GMCR this week.  A.D. David Mackay, an independent director elected to the Green Mountain Coffee board late last year, ponied up more than $1M in an 
insider trade filed August 16, 2013. Mackay's purchase is notable as it is the first direct insider purchase in more than a year. 


A.D. David Mackay, 57, served as the Chief Executive Officer of Kellogg Company from December 2006 to January 2011 and as its President from August 2003 to January 2011. Prior to that experience, he served as the Chief Operating Officer of Kellogg from 2003 to 2006. Although only a Class III director, Mackay's resume brings industry and "street" credibility to the GMCR board.

Perhaps Mr. Mackay is making an effort to show his confidence in the company's future, but $1M is a costly happy-face. The timing of his investment is very interesting. It's also refreshing to see some "blue" amidst a sea of "red".  

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