First-Person

Paul Rice

Paul Rice
MBA 96

President and CEO
TransFair USA
Oakland, California

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Paul Rice realized that his Fair Trade Certified label would succeed after coffee giant Starbucks signed on. When Dunkin Donuts followed three years later, he knew Fair Trade, once scoffed at by corporate skeptics, had hit the big time. "This concept of great-tasting products that also make a difference in the world is something that works even with mainstream consumers,"says Rice, who is CEO of TransFair USA, which certifies and promotes fair trade products, including coffee, tea, bananas, and chocolates.

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