Rice is the driving force behind TransFair USA, the only independent fair-trade certifier in the United States. While there is no governmental standard that defines “fair trade,” that isn’t stopping growth in its awareness and acceptance, with fair trade-certified coffee showing up at Sam’s Club, Dunkin’ Donuts, McDonald’s and Starbucks, among other places. According to Fairtrade Labelling Organizations International (FLOI), a group of fair trade certifiers, consumers spent approximately $2.2 billion on certified products in 2006, an increase of more than 40% over 2005. And it’s not just coffee growers who are fair-trade certifying to such things as eschewing child labor or harmful chemicals in their crop production; Rice has dozens of other products in his “certifiable” sights, including cocoa, cotton, tea, pineapples, wine and flowers.