Fair trade
During the fall of 1999, James led a campaign called the "Roast Starbucks Campaign" with Global Exchange to persuade Starbucks to use Fair trade coffee in every one of their stores. In an interview, James explained how the Global Exchange campaign included several demonstrations in cities and mailed in letters to Starbucks demanding the use of Fair trade coffee, all organized by Global Exchange. In the spring of 2000, Global Exchange halted its campaign after Starbucks signed an agreement with TransFairUS to offer Fair trade coffee. James also persuaded Procter &amp; Gamble to use Fair Trade Certified coffee as well.