How Paul Rice Took Fair Trade USA from Idea to Global Movement

For Paul Rice, ethical business isn’t just an ideal—it’s a movement that reshapes industries, empowers farmers, and transforms global supply chains. As the founder of Fair Trade USA, he has spent decades championing conscious consumerism, proving that profit and purpose can go hand in hand. In this episode, Paul takes us on a journey through the origins of Fair Trade USA, sharing his firsthand experiences in Nicaragua that shaped his vision. He explores the philosophy and certification process behind Fair Trade, the complexities of working with major corporations like Starbucks, and the crucial role of consumer awareness in driving sustainable change. The conversation highlights the importance of long-term thinking in responsible business, the challenges of scaling ethical sourcing, and how conscious capitalism can help businesses align with values-driven consumers. Paul’s insights offer a compelling case for why standards and certifications matter—and how they can create lasting impact in the world economy. ** If you enjoy this podcast, would you consider leaving a review on Apple Podcasts/iTunes? It takes only a few seconds and greatly helps us get our podcast out to a wider audience. Please subscribe on Apple Podcasts / Spotify / Stitcher, or wherever you get your podcasts. For transcripts and show notes, please go to: https://www.theconsciouscapitalists.com This show is presented by Conscious Capitalism, Inc. (https://www.consciouscapitalism.org/) and is produced by Rainbow Creative (https://www.rainbowcreative.co/) with Matthew Jones as Executive Producer, Rithu Jagannath as Lead Producer, and Nathan Wheatley as Editor. Thank you for your support! - Timothy & Raj Time Stamps 00:00 Introduction to Conscious Capitalism 00:32 Meet the Hosts and Special Guest 02:21 Understanding Fair Trade 04:18 The Rise of Conscious Consumerism 18:58 Paul Rice's Journey and Fair Trade Impact 31:01 Starbucks and Fair Trade: A Missed Opportunity 32:44 The Evolution of Fair Trade USA 35:04 Corporate America's Shift in Supply Chain Mentality 37:57 Challenges and Solutions in Certification 52:02 Personal Stories and the Impact of Fair Trade