In today’s fast-changing global economy, small businesses and artisans are searching for ways to thrive internationally without losing their cultural authenticity or ethical values. The Good to Great Podcast recently addressed this challenge in a powerful episode hosted by Azwad Mostafiz and Timea Hejja. The episode focused on how local craft, home décor, and fashion brands can break into the European market, a region with stringent regulations, discerning consumers, and high competition.

Joining the conversation were two leading voices from the World Fair Trade Organization (WFTO): Caterina Occhio, Europe Board Regional Representative, and Jette Lore Ladiges, Independent Global Board member and CEO of El Puente. Both have extensive experience in sustainability, fair trade, and global business development, and they brought nuanced, practical perspectives to the table.

Their insights went beyond theory. They provided a roadmap for artisans covering regulation, fair pricing, design, digital strategies, and the importance of networks to succeed in Europe.

Meet the Guests: Champions of Ethical Trade

Caterina Occhio

Caterina Occhio embodies the intersection of luxury fashion and social impact. She has advised iconic brands like Maison Alaïa and Chloé, helping the latter become the first luxury house to achieve B-Corp certification. With 15 years of experience in EU and UN development programs, she has coordinated initiatives like the UN Ethical Fashion Initiative and currently serves as ESG Advisor for UNIDO and partnership coordinator for UNHCR’s Made51.

She is also an entrepreneur. Her jewelry brand SeeMe employs women survivors of violence, while EthicaRei connects fashion companies with certified ethical suppliers. Caterina brings first-hand understanding of how small producers can adapt to meet global standards without compromising values.

Jette Lore Ladiges

As CEO of El Puente, one of Germany’s pioneering fair-trade companies, Jette oversees supply chains that demonstrate what sustainable business can look like at scale. She is also deeply engaged in policy, serving on the board of Forum Fairer Handel. Previously, as WFTO’s Partnerships Manager, she built collaborations that expanded global opportunities for artisans.

Her experience spans continents, from supporting New Zealand’s TradeAid to shaping fair trade initiatives in Europe. She combines grassroots understanding with boardroom strategy, making her perspective particularly valuable for small brands navigating international markets.

*A powerful session with distinguished board members of the World Fair Trade Organization on the Good to Great Podcast.*

The Harsh Realities: Barriers to Entering Europe

Breaking into the European market is no easy feat. Artisans face multiple challenges:

Complex Regulations: From the Human Rights and Environmental Due Diligence Directive (HREDD) to the European Deforestation Regulation (EUDR), businesses must demonstrate compliance with sustainability, labor rights, and environmental standards.
Fierce Competition: Mass-produced goods flood the market, often cheaper and faster to deliver. Handmade craft risks being overshadowed.
Pricing and Logistics: Understanding European pricing structures, supply chains, and consumer expectations requires resources many artisans lack.
Marketing Gaps: Many small producers struggle to develop compelling branding and storytelling that resonates with international audiences.

Jette summed it up clearly:

“There’s a strict regulatory system you have to follow, and then there’s very high competition from mass-produced alternatives. WFTO helps build trust, creates a roadmap, and enables collaboration between members”

WFTO’s Guarantee System: A Seal of Trust

Unlike certifications that mainly focus on food products, WFTO has a holistic guarantee system specifically designed for crafts, home décor, and fashion. This system is rooted in 10 Principles of Fair Trade, covering fair wages, environmental practices, transparency, and worker empowerment.

Caterina emphasized:

“Ethical production expectations in Europe require strong verification and traceability. WFTO ensures transparency and accountability, something lacking in the traditional economic system”.

This guarantee system includes:

External auditing of practices and supply chains
Capacity-building workshops to strengthen sustainability knowledge
Verification of fair wages and payments
Transparency mechanisms that assure buyers of ethical compliance

For artisans, this is more than certification. It is a business roadmap that not only helps meet legal requirements but also positions products as trustworthy and market-ready.

Fair Pricing: Beyond Numbers

Determining a fair price for handmade products is one of the toughest challenges. Many organizations calculate “living wages” for different regions, but these calculations are often outdated before they can be applied.

WFTO’s innovation lies in empowering artisans themselves. Jette explained:

“We’ve created tools that craftspeople can use themselves to calculate living wages. Once you know what your product is worth, you gain bargaining power. Knowledge is power”.

This approach ensures that:

Pricing reflects real local conditions, not outdated data
Artisans can present transparent calculations to buyers, strengthening trust
Producers move away from guesswork toward data-backed negotiations

This bottom-up empowerment differentiates WFTO from top-down models and gives artisans dignity in the marketplace.

Design Matters: Ethics and Aesthetics Must Align

Caterina made a critical point:

“Being ethical is not an excuse for bad design”.

European consumers may value sustainability, but they ultimately buy products that are beautiful, functional, and desirable. If design lags behind, artisans risk being sidelined no matter how ethical their story.

This means:

High design standards must accompany fair trade values
Eco-friendly materials should be used where possible, but aesthetics remain crucial
Collaborations with international designers can help bridge cultural gaps

WFTO has pioneered such collaborations, notably with Chloé, proving that ethical craftsmanship can meet luxury expectations without compromise.

Digital Platforms: Navigating the Online Jungle

The internet offers unprecedented opportunities, but it also presents new obstacles. Algorithms favor big brands with advertising budgets, making visibility a constant struggle for small artisans.

Caterina warned:

“Sometimes the beautiful picture you put out there is even more important than your product. Investing in content creation and storytelling is crucial”.

Strategies include:

Using B2B wholesale platforms like Fair, The Good Trade, or WFTO’s marketplace
Prioritizing high-quality visuals and videos to stand out
Leveraging storytelling on social media to build brand recognition

In today’s crowded digital space, aesthetic presentation and storytelling authenticity are as essential as the products themselves.

Positioning for B2B Success

Beyond individual consumers, B2B opportunities are vital. But entering this space requires reliability, consistency, and long-term trust.

Jette highlighted a trap many artisans fall into: trying to compete with cheap products. She cautioned:

“You cannot try and enter the market with a low-quality product and a high price. High quality and unique craftsmanship are non-negotiable”.

WFTO helps members build B2B credibility through:

Holistic business evaluations, not just box-ticking audits
Ensuring companies are mission-driven, reinvesting profits into social goals
Empowering stakeholders (not shareholders) with decision-making power

These structures reassure B2B buyers that artisans are long-term, reliable partners.

Trade Events and Luxury Market Access

WFTO also facilitates direct market access through trade fairs and events. But increasingly, they are focusing on positioning artisans within the luxury segment.

Caterina explained:

“When you work with fair trade fashion, a higher price might exclude you from mass markets. But in luxury, small price differences are sustainable within margins. That’s why partnerships with brands like Chloé matter”.

By aligning with high-end fashion houses, WFTO is carving out a space for fair trade in markets where quality, transparency, and storytelling matter as much as price.

Future Trends: Tradition Meets Modern Luxury

Looking ahead, both guests were optimistic.

Jette sees a huge opportunity in blending traditional craftsmanship with contemporary trends:

“Create something unique and beautiful. But quality must be absolutely top. That’s the niche we want to get into”.

Caterina urged artisans to pursue a dual strategy:

Develop their own collections, adapted to European lifestyles
Showcase specific skills such as embroidery, crochet, or weaving to attract collaborations with global brands

This approach diversifies opportunities while maintaining cultural authenticity.

Beyond Charity: Dignity Through Design

Perhaps the most powerful takeaway was Caterina’s insistence that fair trade must not be framed as charity:

“Do not tap into guilty shopping. This is not charity. Our artisans deserve the dignity of their work. Buyers should showcase pride in products that are first beautiful, then meaningful”.

This reframing positions fair trade as aspirational, not pitiful. It elevates artisans as equal participants in global commerce, producing goods that stand alongside luxury products on merit.

Conclusion: From Local Hands to Global Markets

The Good to Great Podcast episode with Caterina Occhio and Jette Lore Ladiges offered more than advice. It provided a blueprint for artisans worldwide. By aligning with WFTO’s principles, small producers can:

Navigate Europe’s complex regulations
Ensure fair pricing through grassroots tools
Build trust with buyers via transparent systems
Elevate design without sacrificing ethics
Leverage digital platforms effectively
Explore B2B and luxury collaborations

For artisans, the road to Europe is challenging but full of opportunity. With the right support, strategy, and mindset, local crafts can transcend borders, creating not only sustainable livelihoods but also a fairer global economy.

As host Timea Hejja put it, these stories are “revolutionary.” And indeed, the fair trade movement is proving that small producers can go from good to great, and even greater, on the world stage.

FROM LOCAL CRAFT TO GLOBAL MARKET: HOW WFTO EMPOWERS ARTISANS TO BREAK INTO EUROPE