332. Building the Fair Trade Movement: Paul Rice on Ethical Farming & Global Impact

The Thriving Farmer Podcast

How can global trade empower farmers and create a more just food system?

Today on the Thriving Farmer Podcast, Michael is joined by Paul Rice, Founder and CEO of Fair Trade USA. After spending more than a decade working with coffee farmers in Nicaragua, Paul returned to the U.S. to launch the Fair Trade Certified™ label—transforming the way we think about sourcing coffee, cocoa, produce, apparel, and more.

Since 1998, Paul has partnered with over 1,400 companies, from Whole Foods to Patagonia, helping channel billions of dollars into the hands of farmers and workers worldwide. In this episode, he shares the early days of the movement, what’s changed for farmers globally, and how transparency, sustainability, and equity are shaping the future of food and farming.

Tune in to hear how Paul’s on-the-ground experience shaped a global movement, why Fair Trade still matters today, and what’s next for ethical sourcing and sustainable farming.

In This Episode, You’ll Hear:

•  Origins Abroad: What took Paul to Nicaragua, and what he learned from over a decade working with farmers [1:45]
• Coffee Cycles: What the farming year looks like for a typical smallholder coffee farmer [3:54]
•  Market Shifts: How relationships between farmers and buyers are evolving [13:20]
•  Starting Fair Trade USA: The leap from on-the-ground work to building a movement [18:16]
•  Funding Ethics: How Fair Trade USA sustains its mission and growth [21:09]
• Defining Child Labor: The complexities of global labor standards [28:18]
• The Book: Why Paul decided to document his journey and lessons learned [41:16]
• Tariffs & Trade: Paul’s take on how policy affects global food systems [45:17]
• In the Garden: Paul’s favorite veggie to grow at home [48:31]

Don’t miss this episode if you’re passionate about fair trade, ethical sourcing, and how food systems can create real change in the world.

About the Guest: Paul Rice is the founder and CEO of Fair Trade USA, the leading certifier of Fair Trade products in North America. After working with smallholder farmers in Nicaragua for over a decade, Paul returned to the U.S. and launched the Fair Trade Certified™ label in 1998. Under his leadership, the organization has generated more than $1.2 billion in financial impact for over 1 million farmers and workers across 70 countries.

A globally recognized social entrepreneur, Paul has been honored by Fast Company, the Skoll Foundation, and the World Economic Forum for his visionary leadership in sustainable business and ethical trade. Today, he continues to push for greater transparency, justice, and opportunity across global food and apparel supply chains.

Connect with Paul Rice and Fair Trade USA:

🌍 Website: Fair Trade Certified 📘 Book: Every Purchase Matters: How Fair Trade Farmers, Companies, and Consumers Are Changing the World 📸 Instagram: Follow Fair Trade Certified 👍 Facebook: Like Fair Trade USA

The Thriving Farmer Podcast would like to thank our sponsor, GRIPP.

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