Fair trade is a fascinating learning laboratory Paul Rice, founder and former CEO of Fair Trade USA

Paul Rice is the founder and former CEO of Fair Trade USA and his new book Every Purchase Matters was published last month. With decades of experience at the intersection of business, supply chains, grassroots farmer leaders, and consumer trends, Paul knows how ethical sourcing transforms industries and why it’s becoming a strategic advantage for brands navigating today’s unpredictable economy. Ronan recently spoke to Paul about his background, how fair trade started, his book, technology, the future of Fair Trade and more.

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As the architect behind one of the most successful socially conscious initiatives, Paul turned the concept of ethical sourcing from a few Nicaraguan coffee co-ops into a movement embraced by 1,700 major brands and retailers.

Today, Fair Trade products are a staple in U.S. supermarkets—proving that values-driven consumerism is not only thriving but reshaping the way companies do business. Paul’s new book Every Purchase Matters offers a rich and persuasive case for conscious capitalism including the change it has brought and the potential it still has to create a more just, equitable, and sustainable world.