Why Your $4 Coffee Is Built on a Lie (with Paul Rice, Founder of Fair Trade USA)

Show Your Value with Lee Benson

That $4 latte you grab on the way to work? It’s built on a lie.
In this episode of the Show Your Value podcast, I sit down with Paul Rice, founder of Fair Trade USA, to uncover the brutal truth behind global supply chains, the myth of trickle-down economics, and why most of what you buy doesn’t benefit the people who need it most.
Paul has spent over 40 years working directly with farmers in 70+ countries. He’s seen firsthand how the system is set up to exploit labor and strip value from the people who actually grow, build, and harvest the things we take for granted. We talk about what fair trade really means, why most “ethical” labels are meaningless without third-party certification, and how real transparency can build stronger businesses that grow faster and last longer.
This conversation changed the way I see the world. If you care about building something valuable that doesn’t come at someone else’s expense, don’t skip this one.
In this episode:
- Why trickle-down economics doesn’t work in global trade
- How fair trade creates lasting impact without relying on aid
- The business case for paying farmers more and sourcing ethically
- Why major brands like Walmart, Patagonia, and Whole Foods are investing in fair trade
- How to spot greenwashing and choose products that actually make a difference
- What every entrepreneur needs to understand about supply chain transparency and trust
Resources:
Paul’s book: Every Purchase Matters
Learn more: https://www.fairtradecertified.org
If this episode made you think differently, do me a favor, please subscribe, leave a review, and share it with someone who needs to hear it.

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