Larry Ruff

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.