GMCR Canada Promoting Montreal Coffee Quarter Concept with $55 Million Investment

GMCR Canada, the Canadian subsidiary of Green Mountain Coffee Roasters, plans to invest CAN$55 million (approximately $54 million USD) in its Montreal-area coffee processing, packaging and distribution plant.

The company is trying to market the capital upgrade as the creation of a “true Quartier du café,” similar to Montreal’s Quartier latin, a Quartier international, a Quartier des spectacle. In reality, the GMCR Montreal campus is in an industrial park in a suburb, which the company purchased for $915 million in 2010.

The investment is expected to add some 180 jobs over the next three years. GMCR Canada currently employs approximately 1,700 people.

The company says the investment will represent an upgrade to nearly all existing facilities, including the campus’ green coffee storage and distribution facilities, packaging lines, coffee roasting plants and offices. The company also plans to invest heavily in new Keurig manufacturing systems, citing the single-serve pod segment as its largest growth area in North America.

“The Keurig single cup brewing system is transforming the way U.S. and Canadian consumers brew and enjoy their coffee,” Sylvain Toutant, President of GMCR Canada, said in a company announcement. Our entire team is proud to be involved in driving this major shift in Canadians’ consumption habits.”

To entice the private investment and help promote the Quartier du café concept, the provincial government of Quebec contributed $5 million to the plan.