Press Releases

TransFair USA Welcomes New Chief Operating Officer
Food & Technology Industries Veteran Dave Rochlin Joins Staff

Oakland, CA (August 30, 2006)TransFair USA – the only independent, third-party certifier of Fair Trade products in the United States – is pleased to welcome Dave Rochlin as the Chief Operating Officer effective immediately.  Mr. Rochlin brings 20 years of management, marketing and business development experience, including over a decade in the food and consumer products industry, and a decade in high-growth, technology-related businesses

"Globalization has had many unintended and adverse consequences on both farmers and the environment in developing countries.  Supporting fair prices and sustainable farming practices is in everyone's best interest,” said Mr. Rochlin. “By facilitating responsible sourcing strategies for industry, and offering a mechanism that allows consumers the chance to choose Fair Trade Certified products, TransFair USA plays a critical role in the movement towards market-driven corporate and consumer responsibility.  I look forward to leveraging my experience to help open new channels for Fair Trade coffee, and to accelerate the development of markets for other Fair Trade product categories." 

“Dave is a seasoned, accomplished senior executive with world-class management experience, particularly in marketing, business development and strategy – all areas where we seek to strengthen our organization,” said TransFair USA President and CEO Paul Rice.  “We are delighted to have him onboard, to help take the Fair Trade model to scale with integrity.”

Mr. Rochlin has held key executive positions, and helped build some of the best known and fastest-growing pioneers of the Internet era.  Before joining TransFair USA, Mr. Rochlin was Chief Marketing Officer at Signature Wines, an INC-500 e-commerce firm that runs custom and subscription wine sales programs for major partners, including Time Inc., Meredith Corporation and the Sierra Club.  Mr. Rochlin was previously the Chief Operating and Marketing Officer at Hollywood Video’s online unit, Reel.com, overseeing a ten-fold increase in revenue.  Prior to Reel, he held market development positions at Netcom (now part of Earthlink), one of the fastest-growing early Internet service providers.  He has also run a technology-focused strategy consulting firm.

In the food and consumer products industry, Mr. Rochlin was in brand management at Del Monte Foods, was a management consultant in Deloitte Consulting's food and retail practice, and worked in business development for a leading developer of bio-engineered fruits and vegetables.  He also spent several years at AC Nielsen, helping to build a group that developed global information and data delivery products on behalf of multinational packaged goods firms.

Mr. Rochlin holds an MBA from the Kellogg School of Management, and a BS in business administration from the Haas School at UC Berkeley.  He designed and teaches the technology and innovation strategy course for the Executive MBA Program at St. Mary’s College.  Mr. Rochlin has also developed and led advanced marketing and e-commerce seminars in Europe and the Middle East, and is author of the textbook Hunter or Hunted?: Technology, Innovation and Competitive Strategy (Thomson 2005).  He currently sits on the Board of Directors for the Lindsay Wildlife Museum.

The Fair Trade Certified™ label is a simple way for consumers to know that their products were produced under socially, environmentally and economically sustainable conditions.  Farmers and workers in Fair Trade Certified producer organizations are guaranteed a minimum, above-market price for their crops and fair wages; have direct market access to international buyers who offer reliable, long-term contracts and pre-financing; use sustainable farm management systems that protect the environment, and prohibit harmful agrochemicals and GMOs; and have the right to organize and democratically decide how to best re-invest their Fair Trade premium in community and business development projects.

About TransFair USA
TransFair USA, a 501(c) (3) nonprofit organization, is one of twenty members of Fairtrade Labelling Organizations International (FLO), and the only independent, third-party certifier of Fair Trade products in the United States.  TransFair USA audits transactions between U.S. companies offering Fair Trade Certified™ products and the international suppliers from whom they source, in order to guarantee that the farmers and workers behind Fair Trade Certified goods were paid fair, above-market prices and fair wages.  FLO annually inspects producer organizations to ensure that strict socioeconomic development criteria is met using increased Fair Trade revenue, in addition to sustainable farm management, environmental stewardship and democratic decision making.  For more information, visit www.fairtradecertified.org.