If you’ve ever paused at the grocery store, looked at a Fair Trade label, and wondered what it really means—this episode is for you. Paul Rice, the founder and CEO of Fair Trade USA, has spent over two decades proving that ethical sourcing isn’t just the right thing to do—it’s also good business. He shares how his time living in rural Nicaragua reshaped his understanding of dignity, aid, and the power of markets. He takes us inside the early criticisms Fair Trade faced, how farmers themselves responded, and why he believes we’re at a pivotal moment in the evolution of conscious capitalism. We’ll also discuss his new book, Every Purchase Matters, and how businesses, consumers, and policymakers alike can create meaningful change—starting with the choices we make every day.