He has also written several books, including Globalization and Its Discontents, The Roaring Nineties, Towards a New Paradigm in Monetary Economics, Fair Trade For All, Making Globalization Work, The Three Trillion Dollar War: The True Cost of the Iraq Conflict and Freefall: America, Free Markets, and the Sinking of the World Economy.

FORBES: Intelligent Investing Briefing Book

Another worry: It could be that the creation of a fair trade market depresses demand for coffee from all the other sources, causing wages to fall in that end of the business.

FORBES: When Do-Gooders Invest

James modeled Fair Trade Sports on Newman's Own, the salad dressing and popcorn company set up by the late Paul Newman: Fair Trade is a for-profit enterprise but pledges to give away all its aftertax profits to charity.

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