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

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.

Playlist for listeners:

• Big Box USA
• Disabled Ecologies
• Moments of Impact
• What Might Be
• How Girls Achieve
• The Good Enough Life

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