Business as a Force for Good: Empowering Artisans in Guatemala
In this conversation with Hubert Bendfeldt, strategist, Industrial Engineer and founder of UTZ Means Good, we explore how business can become a force for good and create meaningful, lasting change.
Based in Antigua, Guatemala, Hubert and his team are working to help local artisans bring their handmade products to international markets, opening doors to new opportunities and more sustainable livelihoods. But their work goes beyond simply helping people sell their products. It is about telling the stories behind the crafts, recognising the people who make them and ensuring that the true value of their work is understood and appreciated.
In Guatemala, many talented artisans are forced to sell their creations for far less than they are worth simply to put food on the table. Behind every handmade piece lies time, skill, tradition, creativity and often generations of knowledge passed down through families and communities. When we understand the story behind an object and the hands that made it, we begin to see it as more than just a product. We see the human experience, cultural heritage and craftsmanship it represents. Hubert believes that connecting these stories with international customers is an important step towards creating a fairer and more sustainable future for artisans.
With over 15 years of experience bridging social impact and private enterprise, Hubert founded UTZ Means Good on the belief that profitability and social purpose should go hand in hand. As he explains, their guiding principle is that business can be a force for good. It is a belief they continually remind themselves of as they build businesses that create value not only for their customers but also for the people and communities behind their products.
We also talk about failure, the lessons it teaches us and how our most difficult experiences can shape the people we become. Hubert reflects on how much he has learnt through his own failures and recognises that he would not have the knowledge and understanding he has today without them.
This was such an interesting and inspiring conversation. I am genuinely impressed by the work Hubert and his team are doing and by their commitment to creating opportunities that empower artisans while preserving the value of their craft and cultural heritage.
Because when we choose handmade, we are choosing more than an object. We are supporting a person, a story, a tradition and the possibility of a better future.
Every artist has a story worth hearing.
https://www.utzmeansgood.com/team
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