Today, Fair Trade USA announced several important updates to its Board of Directors, including the appointment of two new members, the public introduction of a previously joined director, and a leadership transition with the election of a new Board Chair. These changes further strengthen Fair Trade USA’s governance as the organization advances its mission to create more equitable and sustainable supply chains worldwide.
Welcoming New and Recently Joined Board Members
Liz Berman
Liz joined the Board of Directors in July of 2024. She brings deep knowledge and expertise in marketing and customer strategy with two decades of experience helping organizations use data, technology, and consumer insights to build strong, mission-aligned brands. She is the Founder of LKB Consulting, advising companies from startups to global retailers on customer loyalty, digital engagement, and growth strategy. Her prior executive roles include leading retail marketing at Peet’s Coffee—where she launched the successful Peetnik Rewards program—and overseeing major brand integration efforts at Safeway following its merger with Albertsons, including growing O Organics (and its Fair Trade Certified™ coffee line) into more than 1,000 stores. Liz also teaches a popular consumer loyalty course at Stanford Continuing Studies and serves on the boards of several community organizations. She brings deep expertise in reaching and inspiring conscious consumers.
Mark Muckerheide
The Board welcomed Mark in November of 2025. He brings decades of experience leading global development programs and advancing corporate sustainability. At CARE International, he guided large-scale humanitarian and economic development efforts that reached millions of people each year. He previously founded CARE’s social enterprise and economic growth initiatives, developing market-based solutions that significantly expanded income opportunities for farmers and small entrepreneurs. Earlier in his career, Mark spent 20 years with Target Corporation in leadership roles overseeing brand strategy, merchandising, philanthropy, and corporate responsibility. His combined expertise in nonprofit innovation and business strategy will help amplify Fair Trade USA’s impact across global supply chains.
Olivia Herbert, MBA
Olivia joined the Board in October of 2025. She serves as Vice Dean and Chief of Staff at the UCSF School of Medicine, where she works closely with senior leaders to shape strategy and advance major institutional initiatives at one of the nation’s top medical schools. She brings extensive experience in nonprofit leadership, organizational strategy, and philanthropic development, having held key roles at UCSF and at McLean Hospital, a Harvard-affiliated psychiatric hospital. With academic, operational, and fundraising expertise, Olivia strengthens Fair Trade USA’s ability to steward mission-driven growth.
Board Leadership Transition: Welcoming Chair Robin Evitts and Honoring Outgoing Chair Ricardo Crisantes
Fair Trade USA is proud to announce Robin Evitts as the new Chair of the Board of Directors. Robin has extensive experience solving complex business issues, through transformative business changes that achieve sustaining improved performance. Her leadership success is driven by her unique ability to build strong teams, create a shared vision for success, and deliver with excellence. Robin has served in several Executive leadership roles (CFO, CIO, Chief Audit Executive) with Bay Area organizations, as well as a partner with several global consulting organizations. She has also supported nonprofits and mission-driven organizations as a board advisor and volunteer leader. Robin’s extensive experience in corporate governance, risk management, and organizational transformation will provide strong, steady leadership as Fair Trade USA scales its global impact.
The organization also extends profound gratitude to Ricardo Crisantes, who is stepping down from the Board after his meaningful and influential service as Chair. As a third-generation co-owner and Chief Commercial Officer of Wholesum, Ricardo has long championed organic agriculture, ethical sourcing, and Fair Trade principles. Under his leadership, Wholesum became a pioneering Fair Trade Certified grower in the U.S. and Mexico, setting industry standards for worker wellbeing and environmental stewardship. Ricardo has been an extraordinary ambassador for the Fair Trade movement, including bringing farmworkers’ stories to consumers, educating retailers, and collaborating with growers who share a commitment to social and environmental responsibility. Fair Trade USA is deeply grateful for his vision, dedication, and lasting contributions.
“Ricardo’s leadership has left an enduring mark on Fair Trade USA and the global Fair Trade movement. His commitment to sustainable agriculture, community empowerment, and environmental stewardship has elevated what’s possible for responsible business. I am deeply grateful for his service, his partnership, and the standard of integrity he set for this Board. As we look ahead, we will continue to build on the strong foundation he helped create, always keeping farmers, workers, and their families at the center of our work.”
— Robin Evitts, Chair, Fair Trade USA Board of Directors
Looking Ahead: A Strengthened Board for Fair Trade USA’s Next Chapter
The addition of Liz, Mark, and Olivia, together with Robin’s leadership as Chair, position Fair Trade USA for continued innovation and growth. Along with the rest of the Board of Directors, their collective experience across global development, nonprofit strategy, governance, consumer engagement, and sustainability will help guide the organization through an increasingly dynamic global landscape.
“These leaders bring exceptional experience, insight, and passion to Fair Trade USA’s mission,” said Felipe Arango, CEO of Fair Trade USA. “We are grateful for Ricardo’s extraordinary service and excited about the fresh perspectives and deep expertise our new and continuing board members bring. Their guidance will help us advance our vision of more resilient, equitable supply chains and greater opportunity for farmers, workers, and their communities.”
About Fair Trade USA
Fair Trade USA, a tax-exempt 501(c)(3) nonprofit organization, is the leading certifier of Fair Trade products in North America. Its award-winning, rigorous, and globally recognized sustainable sourcing certification programs improve livelihoods, protect the environment, and build resilient, transparent supply chains. The trusted Fair Trade Certified™ label on a product signifies that it was made according to stringent Fair Trade standards. Fair Trade USA is building an innovative model of responsible business, conscious consumerism, and shared value to eliminate poverty and enable sustainable development for farmers, workers, their families, and communities around the world.