What does Fair Trade really mean when we see it on the shelf—and how much difference can one little label actually make? In this episode, Cynthia is joined by Paul Rice, founder of Fair Trade USA and author of the new book Every Purchase Matters: How Fair Trade Farmers, Companies, and Consumers Are Changing the World. Joining us is my sustainability marketing Gen Z voice, Ruby Adamowicz, bringing the questions and perspective of a generation that wants its purchases to reflect its values—but also wants to know which claims and labels it can trust. Together, we unpack what Fair Trade actually guarantees, who benefits, and what we should look for when we’re standing in front of the shelf trying to make a better choice.
