• by Nina Lentini  @Nina_Lentini, December 7, 2006

In the first of several such enterprises, the Public Broadcasting Service is partnering with Green Mountain Coffee Roasters to produce PBS Blend.

PBS isn't stopping at coffee. Early next year, it plans to launch other such partnerships, most likely in food and beverages, and accessories.

The move is a "strategic initiative to interact with consumers by extending our brand and engaging viewers," said Andrea Downing, vice president of home entertainment and partnerships at PBS. "We are looking at companies that support education and foster community involvement."

PBS reaches nearly 90 million people weekly through its on-air programming and online content.

Green Mountain is an award-winning, socially and environmentally conscious company based in Vermont. Downing said it was the coffee company's business relationship with the National Wildlife Foundation that made PBS comfortable with the idea of partnering with them to create a product.

PBS Blend, a Fair Trade Certified organic coffee, will be sold in whole bean 10-ounce packages, and single-serve K-Cups for use in Green Mountain's Keurig Single-Cup brewers.

PBS will market the blend though its direct-to-consumer channels--including Shop PBS online, banner ads on PBS.org, and the home video catalog. There will be no on-air promotion.

Green Mountain will promote the blend in its catalogs, e-mail newsletters, company Web sites and in outgoing package inserts as well as through its office coffee service.

PBS' Downing said the arrangement is like a licensing agreement in that PBS will receive a portion of the product's sales price and will use it to support programming and services. The initiative, she said, is intended to reach new viewers through Green Mountain's consumer bases. "It's a good cohesion," she said.

This year, Green Mountain was ranked No. 1 on the Business Ethics magazine's list of "100 Best Corporate Citizens." It sells more than 100 selections of coffee under the Green Mountain Coffee Roasters and Newman's Own Organics brands. * This story was modified after its original posting.