Every Purchase Matters: How Fair Trade Farmers, Companies, and Consumers Are Changing the World

by Paul Rice

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 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.

Genres: Nonfiction

336 pages, Hardcover

Published April 8, 2025

Reviews

[Jeff Brooks · Rating 5 out of 5]

I will give this book five stars, because it's a well-written and passionate defense of Fair Trade from one of the founders of the ethical sourcing/conscious capitalism movement. Paul Rice has done a great job describing the history and background of Fair Trade, what its impacts have been, and what its future may hold. This book should be read by anybody who cares where their coffee comes from, or who simply wants to make the world a better place.

It's not a flawless book, though. Rice bends over backwards to avoid criticizing big corporations such as Walmart, who sell a huge volume of the overall Fair Trade products sold in America, though they make up only a tiny fraction of Walmart's sales and Rice has to be well aware of the massive damage such companies inflict upon small farmers and local communities in our country. I understand that he has to remain on good terms with these corporations, but it still feels like there's a big elephant in the room.

One other minor irritation: virtually every person he quotes in the book is described as his "dear friend", "mentor", "brother", "soulmate", or some other such thing. It got a little tiresome after a while.

Those quibbles aside, I strongly recommend reading this book. You'll be a better-informed consumer after doing so.

[William Schram · Rating 3 out of 5]

Every Purchase Matters is an invaluable resource on how and why Fair Trade Movements matter. I picked it up from the library because it was on the New Shelf, and because some of the subjects it covers interest me. For example, what's the difference between GMOs and Animal Husbandry? Both manipulate animals or plants to encourage favorable traits.

I enjoyed the book. Thanks for reading my review, and see you next time.

[Sandy · Rating 4 out of 5]

While we know Capitalism is is the root of many of the world's problems, this book goes into more detail about how the reach of corporate greed impacts so many. The stories included in the book are impactful and moving. A well researched and engaging nonfiction read.

[Jen · Rating 4 out of 5]

I picked this up for a friend, but was surprised by how much I enjoyed it! I thought the tone was a bit biased and self-congratulatory, but the author is the CEO of Fair Trade after all. I really appreciated that this book had hope. I am a firm believer that as small as it could seem, doing something is always better than doing nothing, and I think the author agrees.

[PottWab Regional Library]

SM

[Dorothy Greco · Rating 4 out of 5]

Super helpful to hear behind the scenes stories about why Fair Trade matters.

[Katie Stein · Rating 4 out of 5]

Hopecore

[Angela · Rating 5 out of 5]

This is an outstanding book for anyone seeking to understand the business case for sustainability. A must-read for executives looking to build the foundations for resilient, long-term supply chains