<html> <head><style type ="text/css">body { font-family: "Bloomberg Prop Unicode I", Verdana, sans-serif; font-size:125%; letter-spacing: -0.3pt; color: #FF9F0F; background-color: #000000; text-align: left; } p {line-height: 1.25em; max-width:900px; width:expression(document.body.clientWidth > 900? "900px": "auto" );} h1, h2, h3 { text-align: left; font-weight: normal; color: #FFFFFF; } h1 { font-size: 130%; } h2 { font-size: 115%; } h3 { font-size: 100%; } #bb-style { font-size: 90%; max-width:900px; width:expression(document.body.clientWidth > 900? "900px": "auto" ); } b, strong { font-weight: bold; } i, em { color: #FEC54A; } pre { font-family: "Andale Mono", "Monaco", "Lucida Console"; letter-spacing: -0.3pt; line-height: 1.25em; } table { border: 0; font-size: 90%; width: 100%; margin-left: auto; margin-right: auto; } td, tr { text-align: left; } td.numeric { text-align: right; } a:link { color:#53B2F5; text-decoration: none; } a:visited {color:#53B2F5} a:active {color:#53B2F5} a:hover {color:#53B2F5} </style> </head> <body> <p>By Jonathan Weil</p> <p>Green Mountain Coffee Roasters Inc. shares lost almost half their value today after the company <a href="http://www.bloomberg.com/news/2012-05-02/green-mountain-cuts-forecast-after-sales-trail-estimates.html">reported</a> second-quarter revenue that trailed analysts' forecasts. On that note, it's worth revisiting a March 26 Bloomberg News <a href="http://www.bloomberg.com/news/2012-03-26/green-mountain-founder-sold-stock-before-starbucks-k-cup-threat.html">story</a> about some remarkably timed stock sales by the company's founder and chairman, Robert P. Stiller.</p> <p>Stiller sold $66.3 million of his stock in February: 500,000 shares on Feb. 15 at $65.94 each, and 500,000 shares on Feb. 24 at $66.68 each. The sales were his largest in a single month since at least 2003, when the stock traded below $2.</p> <p>On March 9, Green Mountain shares fell 16 percent to $52.59 on Starbucks' introduction of a machine for home-brewing single cups of espresso and coffee, a challenge to Green Mountain's Keurig system. Green Mountain spokesmen at the time declined to specify when the company learned of Starbucks' plan.</p> <p>The stock closed today at $25.87, down 48 percent.</p> <p>Stiller also disposed of 19,065 shares on March 27, when they still fetched $51.91. Stiller classified that transaction as a gift in the form he filed with the Securities and Exchange Commission disclosing the ownership change.</p> <p>If Stiller is selling, you don't want to be buying.</p> <p>(<a href="http://topics.bloomberg.com/jonathan-weil/">Jonathan Weil</a> is a Bloomberg View columnist. <a href="https://twitter.com/#%21/JonathanWeil">Follow</a> him on Twitter.)</p> <p> </p> </body> </html>