- Teaching Notes
- Supplementary Resources
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, and the growth strategies that he and his team are debating. The case study covers a key point in FT USA’s history amidst increasing competition from other certification organizations like Rainforest Alliance and Utz, as 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, and the case discusses FT USA’s role in helping companies like Hershey’s develop sustainable supply chains.