Paul Rice started out as an anti-capitalist labor organizer, working with coffee farmers in Nicaragua in the 1980s. Over time he saw that what growers needed most was a fair price for their product––and so began his work as a Fair Trade advocate. He returned to the US to study business, and founded Fair Trade USA, where he was CEO for 26 years. Winner of many awards for social and ethical innovation, he's author of the new book, Every Purchase Matters: How Fair Trade Farmers, Companies, and Consumers Are Changing the World.