Every Purchase Matters: How Fair Trade Farmers, Companies, and Consumers are Changing the World

Aug 12, 2025

Paul Rice, founder of Fair Trade USA and expert in conscious capitalism, discusses the transformative power of ethical consumerism. He highlights how our purchasing choices can change lives and promote sustainability. Rice shares personal anecdotes and the journey of farmers benefiting from fair trade practices, emphasizing 'trade, not aid.' The conversation also tackles the complexities of engaging corporations in fair trade and the balance of sustainability with affordability. Tune in to uncover how fair trade can reshape global commerce for the better!

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INSIGHT

Trade, Not Aid As Core Principle

Paul Rice embraced 'trade, not aid' believing fair prices let farmers invest and avoid charity dependency.
That mindset reframed markets as tools to build dignity and self-reliance.

ANECDOTE

Starting Nicaragua's First Fair Trade Co‑op

Paul Rice started Nicaragua's first fair trade coffee co-op, shipping a container of coffee to Equal Exchange.
Farmers earned about $1/lb vs 10¢ locally, transforming incomes and community investment.

ANECDOTE

Community Projects Funded By Premiums

Fair trade premiums funded wells, scholarships, health programs, women's microloans, organic certification, and reforestation.
Communities decided priorities and invested premium money, not outside donors.

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We all have the power to change the world through the products we buy. This simple premise has driven the growth of the conscious consumer movement for decades. Indeed, what started with a handful of niche sustainability brands has exploded into the mainstream with labels like Organic, Non-GMO, and Fair Trade Certified now adorning products in major retailers across the country. Yet the true promise of ethical sourcing and conscious consumerism has not been fully realized. Paul Rice has dedicated his career to helping consumers and businesses embrace the power they have to protect the environment and improve the lives of farmers and workers on the far side of our global supply chains.
In Every Purchase Matters, Mr. Rice reveals the untold story of the Fair Trade movement and its significance for us all. Calling on the close relationships he cultivated over the last forty years with the pioneers of ethical sourcing—CEOs, activists, grassroots farmer leaders, and consumer advocates—Mr. Rice gives voice to the visionaries and practitioners who are making sustainable business the new normal. These protagonists share successes and failures, lessons learned, and their extraordinary impact in communities around the world. Their stories illuminate how sustainability is good not only for people and planet but also for business.

Our guest is: Paul Rice, who is the founder of Fair Trade USA and a pioneering figure in the conscious capitalism movement. He is the author of the national bestseller Every Purchase Matters.

Audio content correction: Dr. Gessler incorrectly stated that Mr. Rice worked in South America. He worked in Central America.

Our host is: Dr. Christina Gessler, who is the producer of the Academic Life podcast, and the author of the show’s Substack newsletter. She is a developmental editor and writing coach for humanities scholars at all stages of their careers.

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