In this powerful episode of The Produce Industry Podcast, host Patrick Kelly welcomes Paul Rice, former CEO of Fairtrade North America and a global leader in ethical trade, to discuss the role of Fairtrade in the fresh produce supply chain. With decades of experience fighting for fairness in farming, Paul shares the challenges and triumphs behind the global Fairtrade movement—and how it’s shaping the future of agriculture.

Paul also introduces his compelling new book, “Every Purchase Matters,” which dives deep into the intersection of commerce and conscience. He shares insights from the book on how companies can thrive while prioritizing people and the planet, and what this means for the produce industry moving forward.

From empowering smallholder farmers to meeting the demands of today’s conscious consumer, this episode explores how doing the right thing is not just good ethics—it’s smart business.