Abstract

This case study focuses on Fair Trade USA (the leading third-party certifier of fair trade products in North America) and founder, President, and CEO Paul Rice and his challenges scaling FT USA. The case study covers the growth strategies that he and his team are debating at a key point in FT USA’s history amidst increasing competition from other certification organizations like Rainforest Alliance and Utz and general market confusion over consumer packaging labels. Rice and his team are grappling with how to make the Fair Trade USA label more prevalent as well as how to build a viable, long-term business model. The case discusses FT USA’s role in helping companies like Hershey’s develop sustainable supply chains.