Paul Rice knew that Fair Trade could do more, much more. While the model had benefited approximately 10 million people in developing countries, they were a small percentage of the 2 billion people worldwide who lived on less than $2 day. Fair Trade was not charity. It was a certification model that had started around coffee and ensured that money flowed back to the people who grew the coffee, giving them a "Fair Trade" price. As president and CEO of Fair Trade USA (FT USA), the leading third-party certifier of Fair Trade products in the United States, Rice had reason to be proud. Since its founding in 1998, the nonprofit had grown Fair Trade CertifiedTM coffee from 0 to 5 percent of the U.S. coffee market. Fair Trade coffee had made tremendous inroads with large roasters such as Starbucks and Green Mountain as well as mainstream brands like Dunkin' Donuts. Rice, however, was not satisfied with 5 percent of the U.S. coffee market. He wanted to take Fair Trade to scale-widespread adoption in terms of volume, market share, consumer awareness, and impact for farmers. And Rice was confident that he knew how to get there. This case explores FT USA's market based approach and philosophy for increasing the reach and impact of Fair Trade. It reviews the concept of Fair Trade and the three pillars of the "Fair Trade for All" strategy: expand Fair Trade to include certification for large coffee growing estates and independent smaller farmers, invest in cooperatives to make them more competitive, and increase consumer awareness. The case highlights the controversy that ensued from FT USA's 2012 split from the international certifying body and why Rice believes that this was the right decision.

Describes two social ventures' experience of collaborating with each other through a replication project funded by Lemelson and the Schwab Foundations. Each venture served different purposes: IDEAAS installed and operated alternative solar energy equipment in locations without access to Brazil's electricity grid, and Saude & Alegria educated populations in the Brazilian Amazon jungle on matters of health, environment conservation, and self-sustainable wealth generation. The replication project entailed having Saude & Alegria help IDEAAS expand its service offering from the south of Brazil into the Amazon region. After describing the organizations, the replication project, and its results, highlights the core success factors that possibly led to the project's ultimate outcomes, allowing students to take positions and debate the critical success factors enabling the successful collaboration between social ventures.

TransFair USA, the U.S. fair trade labeling arm of the Fair Trade Labeling Organization (FLO), faced strategic challenges in 2003. The Fair Trade label denoted coffee (and other products) sold at a price high enough to allow small certified farmers to earn a living wage. TransFair, like the other fair trade organizations worldwide, enjoyed an exclusive niche status in the United States. In 2003 Fair Trade Certified (TM) coffee accounted for 3-5% of all coffee sold in the U.S., a substantial accomplishment given that TransFair was founded in 1998. Paul Rice, founder, president, and chief executive of TransFair USA, wanted to push Fair Trade Certified coffee beyond its niche status into the mainstream. In doing so, he faced the challenge of convincing uninformed mainstream consumers and skeptical large scale coffee roasters to buy Fair Trade Certified coffee, and the FLO to allow TransFair to certify large coffee growing estates.