Heroes for a Better World

Paul Rice

American Fair Trade Advocate
Founder, TransFair USA
Ashoka Fellow
Schwab Entrepreneur
2005 Skoll Award for Social Entrepreneurship

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Fair Trade is a market-based, entrepreneurial response to business as usual: it helps third-word farmers developing direct market access as well as the organizational and management capacity to add value to their products and take them directly to the global market. Direct trade, a fair price, access to capital and local capacity-building, which are the core strategies of this model, have been successfully building farmers' incomes and self-reliance for more than 50 years.


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