Urgent Evoke

A crash course in changing the world.


I took a personal interest in Paul Rice because I come from an agricultural state, Iowa.


Paul Rice is the president and CEO of TransFair USA, the only Fair Trade certification organization in the United States today. Since launching the Fair Trade Certified label for coffee a decade ago, Rice has helped establish Fair Trade as one of the fastest-growing segments of the food industry. He came to Fair Trade by way of the mountainous Segovias region of Nicaragua, where he worked for 11 years as a rural development specialist. Rice spent most of the 1980s working directly in the field with cooperative farmers, creating and implementing training programs aimed at developing small farmers’ organizational and business capacity. In 1990, he founded and became the first CEO of PRODECOOP, a highly successful Fair Trade organic cooperative representing almost 3,000 small coffee farmers in northern Nicaragua. Subsequently, he served as strategy consultant and development advisor to 22 cooperative enterprises in Latin America and Asia. He launched TransFair USA in 1998. Rice has received numerous prestigious international awards for his pioneering work. He holds a political science degree from Yale University and an MBA from the Haas School of Business at UC Berkeley.

I will e-mail and contact him. See if he has a facebook account and give you updates on upcoming events.

Views: 20

Comment by Reid Falconer on March 5, 2010 at 5:08pm
Great choice of hero! +1 courage :)
Comment by Jake Baird on March 5, 2010 at 5:11pm
Thank you Reid. I come from the Midwest. I will most likely grow up and die here.
Comment by Marko Kolovrat on March 5, 2010 at 6:32pm
Nice choice! :)
Comment by Marko Kolovrat on March 5, 2010 at 6:33pm
btw i pressed power vote this evidence but nothing comes up?
Comment by Jake Baird on March 5, 2010 at 6:38pm
I am not sure what that does.
Comment by Nick Heyming on March 6, 2010 at 12:02am
I agree, this guy is doing it right!


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