The world we’re responding to
Something’s not working, is it? The world is facing layered and intensifying crises. From persistent economic volatility to rising tariffs and inflation, those most closely connected to the land and reliant on accessible natural resources —such as producers and artisans, particularly in the so-called Global South— are bearing the heaviest burden. At the same time, climate change accelerates environmental degradation, and inequality continues to deepen across gender, economic, and geographic lines. Marginalised communities are often left out of the markets they help sustain. The list goes on.
This isn’t sustainable. This isn’t just. We need real change NOW.
Conventional business models have had their day. Whilst multinational corporations chase quarterly profits, micro-small-medium enterprises (MSMEs), artisans, producers, and workers are bearing the brunt of an unfair system that puts shareholder value above human dignity and environmental stewardship. But here’s what gives us hope: businesses hold the key to revolutionary change, proving that a different way of doing business is possible. These businesses are led by Fair Trade Enterprises, the true heroes of our global movement. A movement that everyone can be part of.
Our Solution: A Roadmap to Building Resilient Business Models
At the World Fair Trade Organization (WFTO), we believe business can, and must, be a vehicle for systemic change.
To put this vision into practice, WFTO, together with its members, decided in 2011 to develop a new Fair Trade system. As a result, the WFTO Guarantee System (GS) was created and launched in 2013. The GS is a rigorous yet practical framework that assesses, verifies, and supports mission-led enterprises. Its superpower? The focus on assessing the entirety of a business, not just a product or supply chain, but the whole enterprise structure, business model, operations, and impact.
This holistic approach was built upon our existing WFTO Standard and the 10 Principles of Fair Trade frameworks and was later reflected in the United Nations’ Sustainable Development Goals (SDGs) and the 2030 Agenda for Sustainable Development. We recognise that real change demands systemic transformation, not piecemeal fixes.
Our Theory of Change (ToC) further grounded the idea that enterprises, when organised around our 10 Fair Trade Principles, can drive profound social and environmental transformation. It is through these businesses that, together, we create dignified work, protect the planet, and build inclusive economies.
How does it work?
Our Guarantee System is built around our 10 Principles of Fair Trade and tightly interwoven with our Theory of Change. It is designed not only to verify compliance, but to behave as a development catalyst that supports enterprises in their journey toward deeper social and environmental responsibility.
Here’s how we support mission-led businesses, designed for positive change, on their journey to becoming verified forces for good.
The Assessment Process
Through comprehensive Self Assessment Reports and rigorous audits, we evaluate how well enterprises embody our 10 Principles of Fair Trade. But this isn’t about judgment, it’s about sustainable and constant growth. Each assessment reveals opportunities to strengthen business practices, become more competitive in evolving ethical markets, and unlock potential for increased sustainable sales.
Fair Payment Tools
At the heart of Fair Trade is the commitment to fair and timely payment. Through tools such as the Local Living Wage Calculator, Living Wage Ladder, and Local Context Notes, we guide and evaluate members to ensure producers and workers earn what they deserve. These tools are adaptable across sectors and contexts and offer enterprises practical ways to embed fairness into every transaction.
Fair Trade Accountability Watch
We believe in shared responsibility. That’s why we created the Fair Trade Accountability Watch, a peer- and public-reporting mechanism that enables anyone, from customers to workers, to raise potential concerns about WFTO members. This tool increases transparency, trust, and community engagement, while keeping our standards alive in practice, not just on paper.
Membership types
The WFTO Guarantee System is tailored to meet organisations where they are.
Why does all this matter? Building trust, leading change
We don’t just verify businesses. We are building a global movement for positive change.
At a time when people are seeking ethical alternatives and planet-friendly production, trust has never been more important. Being part of WFTO means standing visibly for transparency, dignity, and justice. Guaranteed Fair Trade Enterprises are the real actors behind a story of resistance, creativity, and care for both people and planet.
Becoming a WFTO-verified member is an important first step for any organisation aspiring to drive positive change. However, achieving real and lasting impact requires that Guaranteed Members are fully committed to continuous improvement. This means that an enterprise does not need to meet every single criterion at the outset. Rather, it must be a mission-led organisation that prioritises the well-being of its workers and producers, protects the environment, and reflects these values through its governance and practices.
It is through their ongoing progress and successes —measured and verified by the WFTO Guarantee System and our associated tools— that WFTO-verified Enterprises become real changemakers and are able to:
- Achieve greater market access and open gateways to new opportunities through our networks, partnerships, and recognisable label. WFTO members aren’t just joining an organisation, they’re connecting to a global ecosystem of enterprises committed to revolutionary business practices.
- Build credibility, transparency, and accountability among shoppers, employees, and stakeholders through the continuous improvement of Fair Trade practices, assured and verified by the WFTO Guarantee System.
- Strengthen their position within a maturing and solidified ethical market where buyers easily distinguish between authentic commitment and superficial messaging.
- Future-proof their business not only to today’s standards but also by positioning themselves at the forefront of tomorrow’s business landscape. By continuously improving their capacities and business models, adapting to the increasing demands for environmental responsibility, social justice, and economic fairness,
- Become a platform to amplify their voices and demonstrate leadership in systemic change through our collective advocacy and global campaigns aimed at driving policy and social transformation.
Companies truly do hold the key to much-needed systemic change. But not just any companies, enterprises willing to challenge conventional norms, embrace accountability, and prioritise people and planet alongside profit. Guaranteed Fair Trade Enterprises are the true leaders behind this revolution, proving that business can be a force for good without sacrificing success.
Successful stories from our Members
Sisam
Kyoto, Japan | Fair Trade Retail & Import (Handicrafts, Fashion, Coffee)
In Japan’s evolving Fair Trade landscape, Sisam faced a critical challenge: distinguishing genuine ethical practice from greenwashing whilst building credibility for their long-standing partnerships with small producer groups across Asia. The WFTO Guarantee System became their catalyst for transformation, providing not just international recognition but concrete frameworks for systemic improvement. Through rigorous self-assessment and the adoption of WFTO’s 10 Fair Trade Principles, Sisam formalised decades of ethical practice—from safe working environments to transparent supply chains—while strengthening their internal monitoring through regular producer interviews and systematic documentation. The impact has been revolutionary: during COVID-19, they mobilised emergency support for 11 partner organisations; their coffee partner CGN in the Philippines invested Fair Trade investment funds into solar dryers that enhanced both quality and livelihoods; and in 2022, their online store earned Japan’s top retail award amongst 40,000 competitors. Today, with women comprising over 80% of staff and leading every store, Sisam exemplifies how the Guarantee System transforms daily trade into measurable social and environmental justice.
“The WFTO Guarantee System has helped us connect our values with visible impact—both internally, amongst our staff and producers, and externally, to our customers. It turns daily trade into meaningful, shared transformation.”
Photo credit: Sisam (Japan)
Biansa Home
Yogyakarta, Indonesia | Home Decor and Handicraft
Breaking into international markets with authentic Fair Trade credentials posed a formidable challenge for Biansa Home. Buyers questioned the legitimacy of their ethical commitments, whilst artisans faced income instability and limited pathways for growth. The WFTO Guarantee System became their gateway to credibility and systemic change. Through rigorous verification against WFTO’s 10 Fair Trade Principles, Biansa Home strengthened transparency across their operations, enhanced worker welfare policies, and aligned its entire supply chain with sustainability standards, building the essential trust for market expansion. The transformation has been profound and holistic: while sales growth continued its trajectory, shopper confidence surged significantly through demonstrable Fair Trade accountability. Most critically, the company has embedded deep attention to artisan well-being and environmental sustainability into every business decision, ensuring that responsibility and care aren’t mere commitments but lived realities. Today, Biansa Home stands as a testament to how the WFTO’s Guarantee System enables small and medium-sized enterprises to compete globally without compromising their mission of social and environmental justice.
“WFTO and the Guarantee System gave us the credibility and confidence to compete globally whilst staying true to our mission of supporting artisans and protecting the planet.”
Photo credit: Biansa Home (Indonesia)
Indo Naturals
Norway and India | Consumer Products and B2B Product Development
Indo Naturals arrived at WFTO with established standards but faced a critical gap: the absence of a comprehensive framework with specific criteria for assessing social and environmental accountability. Questions around living wage calculations and effective monitoring visits remained unanswered, while consumers in their markets increasingly relied on trusted certification labels to navigate ethical purchasing decisions. The WFTO Guarantee System provided the missing architecture. By integrating WFTO’s 10 Fair Trade Principles, criteria, and monitoring tools, Indo Naturals built a robust internal system for continuous assessment across multiple production partners, gaining both structure and knowledge resources essential for holistic Fair Trade practice. The impact has been catalytic: beyond assuring Fair Trade compliance, the system has revolutionised communication, strengthened collaboration, and enhanced both product quality and supply chain efficiency. Their production partners, already committed to social goals, now benefit from targeted improvement planning and capacity building through WFTO’s collaborative framework. Regular audits drive continuous advancement, while the WFTO label delivers instant market credibility, enabling shoppers to instantly identify Indo Natural’s commitment to people and the planet.
“We chose WFTO as it is a democratic organisation with a strict and thorough Fair Trade Guarantee System with a focus on continuous improvement and on-the-ground visits and capacity building.”
Photo credit: Indo Naturals (Norway and India)
Begin your sustainable journey with WFTO
Still wondering if your enterprise could be part of our Fair Trade movement? Take our short eligibility questionnaire to see how your business aligns with the 10 Fair Trade Principles, and discover how your enterprise can help shape a future that works for everyone.Join hundreds of changemakers around the world building a fair, sustainable economy. Visit our how to join page to get started today.
