2012年底，布莱恩•凯利作别曾经在可口可乐(Coca-Cola Co.)创下的辉煌成就（此前不久，他刚刚被任命为Coca-Cola Refreshments的下一任总裁兼首席营运官），转投总部位于佛蒙特州沃特伯里、规模相对较小的咖啡生产商绿山咖啡烘焙公司(Green Mountain Coffee Roasters)。
除了“绿山”产品线，这家公司还与30个不同的品牌合作，比如Celestial Seasonings、Swiss Miss和Caribou Coffee，将它们的产品提供给Keurig咖啡机的消费者。
Brian Kelley left a great gig at Coca-Cola Co. -- he had just been tapped as the next president and chief operating office of refreshments -- to run Green Mountain Coffee Roasters, a relatively tiny java maker based in Waterbury, Vt.
Green Mountain (GMCR) is about one-twelfth the size of Coca-Cola (KO) by revenue. When Kelley joined, the company also had a series of issues trailing behind it, among them a short on the stock from Greenlight Capital's David Einhorn and an ongoing SEC investigation into its accounting practices that began in 2010.
But Kelley liked that, relative to Coca-Cola, Green Mountain was a company early in its life cycle with room to grow. "This is a new technology and new proposition for consumers," he says. "It's still in its infancy."
While Green Mountain Coffee had been around since the early 1980s, it wasn't until 2006 that the coffee roaster acquired Keurig, the beverage system best known for its single-serve brewing.
"It's really only the last six years that these two have co-existed and integrated, and that's where all the magic has been made," Kelley says. The stock has returned more than 85% since he became CEO in December last year.
In addition to its Green Mountain line, the company works with 30 different brands such as Celestial Seasonings, Swiss Miss, and Caribou Coffee to make their products available to consumers for the Keurig system.
Only 13% of households have Keurig brewers, and the company has yet to expand beyond North America. Kelley also sees growth beyond geography. The company announced Thursday a new brewing system, the BOLT, which brews a 64-ounce pot of coffee in about two minutes -- ideal for serving locations like offices and convenience stores.
But the future of Green Mountain extends beyond coffee. In an interview with Fortune, Kelley laid out the company's plans to expand into an all-encompassing beverage business. The following are edited excerpts:
Are your partners concerned that they'll cannibalize their business when they become part of the Keurig system? For example, why would I go to Starbucks (SBUX) when I could use my Keurig to brew Starbucks coffee at home for a fraction of the cost?
Two-thirds of beverages are consumed at home, with one-third consumed away from home. We don't see that changing. Much of the consumption at home is water, and now you're giving them a product that they can get as easily as they get a glass of water. All they do is just pop in a pod and put a glass under it.