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CraftNetwork: Making fair-trade sustainable

Posted by: John Tozzi on October 16, 2008

Yesterday I got a chance to chat with Chris Benz, founder of fair-trade exporter of artisan-made goods CraftNetwork. (Benz got in touch from Indonesia, where he’s based, after we wrote about CraftNetwork a few weeks ago.)

Seven years ago Benz started the business exporting handicrafts made by local artisans in Indonesian villages. Before then, the craftmakers were generally competing against one another and their market was limited to tourists passing through. By coordinating over 1,200 artisans to make products to similar specifications, CraftNetwork lets them compete for wholesale buyers in the global market. So instead of buying factory-made goods, customers could get the same volume and uniformity from CraftNetwork’s artisan suppliers working independently in their own homes or workshops.

The real innovative thing I think CraftNetwork is doing is trying to build a brand beyond just a fair-trade company that people patronize for feel-good reasons. He wants the operation to respond to trends and demands in the market and be competitive with non-fair-trade businesses. The idea is that you make fair-trade sustainable the same way you make any business sustainable: by winning in the marketplace. The social aspect may be added value for some buyers, but it isn’t driving the buying decision.

Is this working? Benz told me he’s filling a contract for 50,000 books weaved of banana leaves for Carnival Cruise Lines — an order he expects to be repeated. Carnival is a publicly traded company, which means it doesn’t make “feel-good” purchases, it makes decisions based on increasing shareholder value. If Carnival could get the same items cheaper from a factory in China, it would.

So now dollars from Carnival and other large buyers are flowing to 1,200 artisan entrepreneurs in Indonesian villages. “I have a whole village employed, a whole village that’s bringing in $70,000 a month -– based on one order,” Benz says.

CraftNetwork is also supporting them with some basic business training and resources — like saving 10 percent of their profits for unexpected expenses (like paying for health care), showing them how to plan to increase capacity, and how to use computers. The company is also building a pool of money that artisans can borrow from to finance their operations while waiting for payments, which can take months to come in from large buyers.

CraftNetwork has attracted backing from the International Finance Corporation, an arm of the World Bank. Benz says the model can be repeated. He has a staff of about 35 people, and expects sales of $500,000 in 2008.

This is small so far — 1,200 artisans in a country of 237 million. But globalization and the technology that enables the connections that make CraftNetwork possible are still relatively new. There’s plenty of room — and need — for new models that make free trade work better for more people. This seems like one worth watching.

Reader Comments

Anonymous Ad Guy

October 22, 2008 11:27 AM

Sounds like they're cracking the code. It's the same with green energy solutions like solar and wind. You've got to find a way to appeal to people who don't give a squat about the environment if you want to bust into the mainstream.


October 24, 2008 10:45 PM

Nice idea, but what happens when Carnival cancels their order or finds another vendor? Then the whole village is out of work. Also, does CraftNetwork really want to sell to an industry that, according to the London Telegraph, "emits three times more carbon emissions than aircraft"?

Handicraft product

April 27, 2009 2:27 AM

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Handicraft Product online services: Great Product Range, Great Pricing and Great Bargain visit on

Adrian Batten

February 12, 2010 1:57 AM

This sounds great & I hope it is really growing well.
My fear for it's success lies in area of quality control.
Achieving consistency with large orders in an area which is essentially a cottage industry is a notorious problem.
I wrote a piece for "Tempo" on the subject of Indonesian creative exports citing the experience of a company called Out of Asia, who hire up to 10,000 homeworkers in the area which can be described as home accessories, in which I quoted their founder Warwick Purser, who told me at the outset overseas buyers rejected 45% of the work but within 3 years & a lot of hard work it had been reduced to 3%. That shows it can be done, but also the nature of the problem.

What interests me here, is how that problem can be overcome with just an online intermediary providing simply the introductory, payment & logistical functions, but presumably not involved in numerous ongoing questions that can arise both ends in such transactions.

It would be helpful to hear something on this.

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What's it like to run your own company today? Entrepreneurs face multiple hurdles new and old, from raising capital and managing employees to keeping up with technology and competing in a global marketplace. In this blog, the Small Business channel's John Tozzi and Nick Leiber discuss the news, trends, and ideas that matter to small business owners. Follow them on Twitter @newentrepreneur.

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