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.

The climate crisis brings into focus a fundamental question: how can we benefit from our planet's resources--food, water, air, land--without destroying them? And without hurting each other? Fair Trade CEO Paul Rice has spent his life and career on these issues, pushing businesses to take responsibility for the way their products are sourced and encouraging consumers to buy those.

In a world of labor strife, climate disasters, and unpredictable markets, this book is a reminder of how far we've come already, and makes the case that we don't have to despair. Telling stories of both success and failure, Rice shows how both business and politics can be harnessed to bring people out of poverty and natural systems into balance. He takes on hard questions about financial accountability, the perils of greenwashing, and the struggle to move the world towards a safer, better future, while building an argument that it's still possible. This is a story not merely about sourcing and business, but about the power of ideas and what it takes to make them real.

Grounded in the lives of millions of people across the globe, Every Purchase Matters shows readers that the multinational companies often blamed for so many of our social and environmental problems can (and must) become some of the most important actors in creating a more sustainable global economy.

"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
"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.
"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
"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
"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
"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

Paul Rice is the founder and CEO of Fair Trade USA, the leading certifier of Fair Trade products in North America, and a pioneering figure on the conscious capitalism movement. Since launching the Fair Trade Certified label in 1998, Rice has helped establish Fair Trade as one of the fastest growing segments of the food and apparel industries. Rice has been named Ethical Corporation's 2019 Business Leader of the Year and has been recognized four times as the Social Capitalist of the Year by Fast Company magazine. Rice is also the recipient of the Skoll Award for Social Entrepreneurship, the World Economic Forum's Social Entrepreneur of the Year, and the Ashoka Fellowship. He has spoken at the World Economic Forum, Clinton Global Initiative, Skoll World Forum, TEDx, and numerous universities and conferences around the world.

Joel Pitney is a ghostwriter, former journalist, and founder and president of Launch My Book, Inc. As a journalist, Pitney has published articles in What Is Enlightenment? magazine and Religion Dispatches, and has ghost-written and published articles for clients on a variety of platforms, including Fast Company, The Huffington Post, and Inc magazine. As the founder and president of Launch My Book, Inc, he has run marketing campaigns for nonfiction books spanning business, self-help, spiritual, and other genres, including multiple New York Times bestsellers.

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