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  "documentTitle": "Green Mountain Coffee Roasters (GMCR)",
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  "authorName": "David Einhorn",
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  "presentationDate": "2011-10-17 00:00:00",
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  "notes": "The slide uses an expert testimonial to support a market penetration thesis.",
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      "text": "Private label K-cup penetration could exceed private label coffee penetration today because of the price differential",
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      "text": "“I would say that a 20% penetration level would not be a bad number.”",
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      "text": "“The penetration level in private brands of the entire coffee business is between 10 and 11%. It’s been staying about there. But Sturm feels that the potential penetration level of single serve coffee is so much greater than it is for the standard business because the price differentials are going to be huge.”",
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