Every Purchase Matters

From the founder and CEO of Fair Trade USA, a critical account of the past, present and future of conscious capitalism–the change it has wrought in the world and the potential it still has to confront our greatest challenges.

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, 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—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.

Whether you’re a consumer, a business leader, or an investor, Every Purchase Matters offers a rich and persuasive case for conscious capitalism—the change it has brought and the potential it still has to create a more just, equitable, and sustainable world.

• “Intriguing and engaging.” 
  Library Journal
• “Every Purchase Matters is a powerful testament to the transformative potential of ethical consumerism. With gripping stories and actionable insights, this book shines a spotlight on the interconnected roles of farmers, companies, and consumers in driving social and environmental change. Paul Rice’s work inspires us all to see the ripple effect of our choices and to embrace the profound impact we can make in building a more equitable world.”
   
  Dr. Marshall Goldsmith, Thinkers50 #1 executive coach and New York Times–bestselling author of The Earned Life, Triggers, and What Got You Here Won’t Get You There
• “Fair Trade has done more than any other movement to improve the lives of the people who make our favorite products. Paul Rice has written the fascinating story behind Fair Trade, and shows us why, indeed, Every Purchase Matters. Read this book!”
   
  Dan Buettner, founder, Blue Zones, National Geographic Fellow, #1 New York Times–bestselling author, and producer of the Emmy Award–winning series Live to 100
• “A phenomenal read, with so many wonderful stories and lessons from the leader who built the Fair Trade movement. Paul Rice reimagined a more sustainable approach to how products are sourced, making it easier for us all to care for farmers, communities, and the land. Whether you’re a conscious capitalist or a concerned consumer, this book is a must read.”
   
  John Mackey, cofounder and former CEO, Whole Foods and New York Times–bestselling author of Conscious Capitalism
• “A day will come when every farmer, shepherd, and worker in the world will be honored and compensated for their unstinting labor and bounty, and Fair Trade is one of the reasons why. Paul Rice has led this movement to restore dignity, equity, and fairness to farmers and workers everywhere. Every Purchase Matters is both his moving story—as a leader with a heart of gold—and a cris de coeur that echoes powerfully in a world that is coming to realize that fairness and justice for farmers are the bedrock of a just and durable civilization.”
   
  Paul Hawken, environmentalist, entrepreneur, and New York Times–bestselling author of Regeneration, Drawdown, and Carbon, The Book of Life.
• “Paul Rice has been working for decades to make supply chains fair and sustainable —a more critical issue now than ever before.  He’s got much to teach the world. Every Purchase Matters is full of insight and inspiration.”
   
  Jacqueline Novogratz, founder and CEO, Acumen and New York Times–bestselling author of The Blue Sweater
• “At Madewell and J.Crew, we are committed to caring for all of our people, including those across our global supply chains and in the communities where we operate. Fair Trade gave us a chance to lean into this important work—because it proved that doing good is good for business. Every Purchase Matters will show other companies how they, too, can take that next step—and that they should take it as soon as possible.”
   
  Libby Wadle, apparel industry thought leader and CEO, J.Crew Group