Conscious Consumers Increasingly, consumers are demanding sustainably-grown, ethically-sourced products like Fair Trade coffee and organic cotton. Many consumers will pay a premium to help the planet and people in the developing world. But without access to finance, rural communities are unable to capitalize on this booming demand for their specialty products. Root Capital provides grassroots businesses with capital, financial training, and connections to these emerging ethical supply chains. This creates economic incentives for poor rural producers to engage in environmentally sustainable and socially responsible practices.