The growing global demand for fair trade and green goods is not being met because of producers’ chronic lack of access to capital. Willy is transforming lending to the rural poor by making loans based on producers' future sales rather than their existing assets, thereby redefining risk assessment to value emerging ethical supply chain relationships. This shift makes them bankable and proves the business case that rural communities are profitable investment opportunities for mainstream financial institutions. Through his US-based organization, Root Capital, Willy is getting his lending methodology adopted by local and global banks. Root Capital expects to break even with $40 million under management in 2009. This level of profitable lending activity will effectively define a new asset class capable of exploiting the growing market for fair trade and green goods specifically to counter rural poverty. In addition, Root Capital is helping to bridge the gap that currently exists between microfinance and large scale banks.