Leadership

Paul Rice is founder and CEO of Fair Trade USA, the internationally-acclaimed social enterprise and leading certifier of Fair Trade products in North America. He launched the award-winning nonprofit organization in 1998 after spending 11 years organizing farmers in the highlands of Nicaragua. There he founded and led the country's first Fair Trade coffee export cooperative, which introduced him to the transformative power of market-based approaches to sustainable development. Paul then returned to the United States to obtain his MBA from Berkeley Haas with the dream of bringing Fair Trade to consumers, businesses and farmers worldwide. 

People called him crazy in the beginning, but Paul had a bold vision for Fair Trade: from his years in Nicaragua, he knew that farmers and workers could learn to navigate the global market and empower themselves on a journey out of poverty. He believed that business could become a major force for social and environmental change, creating “shared value” and sustainability with profitability. He envisioned a consumer awakening and recognition that everyday purchases can impact the world for the better. In short, Paul believed deeply that the FairTrade movement would have a major impact on the world and also help propel a much larger, lasting shift toward Conscious Capitalism.

Twenty years later, Fair Trade has grown into a widely-known and increasingly mainstream consumer trend that is rapidly approaching an inflection point. In 2016, consumer recognition of the Fair Trade Certified label reached 67% and U.S. retail sales of Fair Trade products grew to an estimated $6 billion.  Paul and his team have enlisted the support of over 1,300 companies, including market leaders like Green Mountain, Starbucks, Nespresso, General Mills, PepsiCo, Whole Foods, Costco, Target and Walmart. Fair Trade USA now certifies coffee, tea, cocoa, sugar, coconut, fresh fruits and vegetables. Most recently, through groundbreaking partnerships with Patagonia, West Elm and Gap Inc., Fair Trade has begun certifying apparel and home furnishings to improve working conditions and incomes for factory workers.

Since its launch, Fair Trade USA and its partners have generated almost $500 million in additional income for farmers and workers in more than 70 countries worldwide, allowing them to keep their kids in school, care for the land and steadily improve their livelihoods. 

Paul’s rich, first-hand experience over the last 30 years in the areas of sustainable agriculture, grassroots economic development, global supply chain transparency and consumer activation is unique in the certification world. He is now a leading advocate of “impact sourcing” as a core strategy for both poverty alleviation and sustainable business.

Paul has been honored for his pioneering work by Ashoka, the Schwab Foundation for Social Entrepreneurship, Fast Company Magazine’s Social Capitalist of the Year award (four-time winner), Ethisphere’s 100 Most Influential in Business Ethics, Entrepreneur magazine’s Entrepreneur of the Year (2012 Finalist), the Skoll Award for Social Entrepreneurship and Ethical Corporation's Responsible Business Leader of the Year (2019). The Texas-native holds an Economics and Political Science degree from Yale University and an MBA from the Haas School of Business at UC Berkeley, where he is now an Executive Fellow. Paul has spoken at the World Economic Forum, Clinton Global Initiative, Skoll World Forum, TEDx and numerous universities and conferences around the world.

Larry Ruff joined Fair Trade USA as President & Chief Operating Officer in April 2020. In this role, Larry leads all operational aspects of Fair Trade USA's business, including standards, auditing and certification programs, marketing and sales, and business development activities.

Larry has 30+ years of experience working with major US and global brands, small, medium, and large for-profit corporations, social entrepreneurs, and a variety of nonprofit organizations.  

Larry is a passionate advocate for poverty alleviation, economic justice, sustainable development, diversity and inclusion, and health and wellness. Larry is a mission-driven leader focused on building purpose-driven organizations, leveraging business as a platform for growth and good, developing diverse teams, and delivering meaningful social, environmental, and economic impact.       

Larry served as Vice Chair of the Board of Directors for Fair Trade USA from 2017 to 2020 and was an active member of the board from 2014 to 2020. During this period, Larry served on the board's Executive Committee and as Chair of the Nominating & Governance Committee. He is passionate about fair trade and proud of Fair Trade USA's 20+ year track record of impact.  

Larry served as CEO and Board Director for the US Healthful Food Council (EatREAL.org)—a social enterprise focused on fueling food system transformation by promoting food and beverage options that are good for people and planet—from 2017 to 2019.  

Larry has worked as a Strategic Advisor and Board Director for several Silicon Valley-based marketing technology startups, food business entrepreneurs, nonprofits, and major brands.  

From 1987 to 2012, Larry held a variety of leadership positions with Levi Strauss & Company in the US and internationally, including Chief Strategy & Business Development Officer, Global Marketing Officer, and Managing Director. During his time with Levi's, Larry and his team received over 40 awards for product and marketing innovation, brand-building, corporate social responsibility, diversity, and sustainability.  

Larry began his business career in Brand Management with The Procter & Gamble Company's Food & Beverage Division.      

Larry received a Bachelor of Arts with Honors from Rutgers College and an MBA from Cornell University's Johnson Graduate School of Management. He is also a graduate of Columbia University's Digital Marketing Strategy program.  

Larry lives in San Francisco with his family.  

Leilani Latimer is an energetic go-to-market executive and board advisor with a track record of taking nascent products, programs, and companies to scale and for her ability to balance today’s tactics with tomorrow’s strategies. Her operational expertise extends across the full commercial continuum from marketing to customer success, including accelerating customer acquisition and revenue, and commercial optimization – all underpinned by her passion for data. Leilani is known for her unique perspective on corporate risk and reputation, shaped by her specialization in ESG (Environment, Social, Governance) and her systems-thinking approach to transformational, high impact change.

Leilani joined Fair Trade USA in January 2021 and leads the organization’s commercial transformation and growth efforts as interim Chief Commercial & Marketing Officer.  Previously Leilani was the Chief Marketing & Commercial Operations Officer at Earlens, a privately held medical technology company. There she transformed the end-to-end, B2B2C customer experience and led marketing, customer research and performance analytics, customer care, and business process improvement teams.

Prior to Earlens, Leilani led Global Marketing, Partnerships & Commercial Operations for Zephyr Health, a cloud-based data and analytics company (SaaS) serving the life sciences industry, where she built the marketing organization from the ground up, secured channel growth with strategic industry partners, doubled its revenue each year, and guided the enterprise from startup to growth stage, through to acquisition.

Previously Leilani spent 25 years with Sabre Inc. (NASDAQ:SABR), the world’s largest technology and services provider for the travel industry.  Her tenure includes roles in various business units, both in North America and Europe. Leilani received global accolades for developing and leading Sabre Holdings’ enterprise Sustainability strategy, reporting directly to the CEO. She launched the Travel Industry’s first Green Hotels program with Travelocity and instituted comprehensive ESG reporting systems and KPIs for the company. She was elected and served as an Executive Board Member on the council that developed the first Global Certification Standard for Hotels and Lodging for 5 years.

During her tenure with the Sabre Travel Network, Leilani led Global Marketing Planning and transformed the company’s $300M investment plan across four global regions. Leilani spent 10 years with Sabre EMEA (Europe, Middle East and Africa) in Product Management, Marketing and Sales roles for the Southern European Division from its inception through its achievement of 15% market share.

Leilani holds a BA from UC San Diego, a certificate in Management for International Executives from UC Riverside and a certificate in Sustainable Management from Presidio Graduate School. She resides in San Francisco, is a regular writer and speaker, and holds both US and Italian citizenship.

Clay comes to Fair Trade USA after almost ten years in the sustainable certification industry. He leads the organization’s work in developing Standards across all product categories, commodities and industries. In addition, he and his team work to ensure that certification is an effective tool for managing risks in supply chains, while also delivering on the impact objectives of Fair Trade USA. Finally, Clay oversees all Monitoring, Evaluation and Impact work, delivering solid and meaningful data for our commercial, supply chain and origin partners, while also constantly working to improve our internal systems and processes. Prior to joining the organization, Clay began his career at the Fairtrade Foundation in London, where he encouraged brand engagement with Fair Trade and saw the UK food sector adopt sustainability-oriented labelling systems. Clay later moved to the global certification company, FLO-CERT. Working in various management capacities, including Associate Director of Certification, he pioneered numerous innovations into the FLO-CERT certification systems and oversaw all audits and certification decisions across 70 countries. He left FLO-CERT in 2013 to set up Adaptogether, which partners with supply chains and certification systems to develop more sustainable business practices.

Tammy is a seasoned Retail EVP and CIO with experience in driving business growth through digital transformation and innovative technology solutions. Tammy is known for her operational expertise and dedication to “right-sizing” the spend on technology to ensure the organization receives the best value for their investment. She is skilled in developing high-performance global teams and creating outstanding user experiences.

Tammy joined Fair Trade USA in 2020 and leads the organization’s Information Technology and Data Science teams. Prior to joining Fair Trade USA, Tammy spent eight years at H-E-B, a $30B grocery and manufacturing business with 475+ stores in the US and abroad, responsible for software design, development, and support for a large on-premise and cloud-based portfolio. Prior to H-E-B, Tammy served as EVP & CIO for Highmark Vision Holding Company where she led technology strategy and operations for 600+ retail optical stores and multiple manufacturing plants. She also spent 10 years at Shopko Stores, serving as Sr. VP and CIO.

Tammy holds a Master’s degree in Computer Science and a Bachelor’s degree in Management Information Services. She resides in San Antonio, TX with her family.

Carlos Ruiz joined FTUSA in August 2015 and serves as Vice President of Finance. Prior to joining Fair Trade USA, Carlos led the Finance department for over five years at International Association of Business Communicators (IABC), a non-profit organization based in San Francisco, CA. In addition to professional experience in the non-profit environment, Carlos worked seven years supervising the Accounting and Finance departments for Amidi Group, a family own business. Previously, Carlos worked for leading international corporations based in Mexico, including Deloitte.

Born in Mexico City, Carlos graduated with honors from Escuela Bancaria y Comercial, known as Mexico’s leading business school, where he received a degree as Public Accountant. 

Carlos lives with his two sons in the San Francisco Bay Area. He is active in the community and enjoys coaching baseball and soccer youth teams. In his personal time, Carlos enjoys golfing, riding his motorcycle and spending time with friends.

Ryan Owen is the Senior Director of Philanthropy and Partnerships at Fair Trade USA. Ryan has served international development organizations for more than 15 years working to connect philanthropists of all sizes with opportunities to impact and empower projects that give people opportunities to provide for themselves through sustainable business and agriculture. Giving to Fair Trade USA greatly accelerates the impact that the fair trade certification helps farmers and producers earn, so Ryan and his team are working diligently to expand the opportunities for donors and partner organizations to participate.

Ryan holds a master's degree from Vanderbilt University and is a member of the faculty at Drury University where he teaches in the Nonprofit Leadership program offering both graduate degrees and professional certificates for current and aspiring nonprofit leaders. Ryan is passionate about his family, global connections, and continuing to learn.

Jeanne-Marie is a values-based, performance-driven leader and strategic thought partner to executive leaders, designing and driving people strategies to foster an inclusive, impactful and thriving workplace. Prior to joining the leadership team at Fair Trade USA, she has an extensive international career as a Chief People Officer and as a leader in talent innovation and HR transformation across EMEA, APAC and USA with a variety of complex organizations and multiple industries, including Fortune 500 financial services, technology, education, industrial, agribusiness and digital marketing organizations. Her multi-faceted leadership roles have included leading people strategy initiatives and functions at scale, including DEI and Culture, People Operations, talent and change management, global shared services, campus and community relations, program management, employment brand strategy, talent innovation and Mergers & Acquisition activities. Additionally, she has served as a consultant and board advisor for people operations strategy and organizational transformation to social enterprises and not-for-profit organizations in both USA and Europe. Jeanne-Marie is inspired by Fair Trade USA's mission, model, and track record of impact, and passionate about our ambitious growth strategy to further our impact globally. She is an avid supporter of conscious capitalism & conscious consumerism. Jeanne-Marie is also a long-time supporter of the Fair-Trade Movement globally, having lived and worked in Europe and the U.S. Jeanne-Marie earned both her Bachelor and Master’s degrees from University College Dublin and her post-graduate certifications from National College of Ireland. She holds additional professional accreditations in talent strategy, organizational development and program management. She is a regular speaker, facilitator and contributor to professional groups and organizations on the topics of people and talent strategy and advancing business transformation and organizational health through inclusive, sustainable practices.