I find "Value 4 value" a tough label. Overall, the concept reminds of me of "Buy local". It's an easy-to-understand term that describes a simple action. Yet, it comes loaded with meaning (support your local economy, pride in your community, higher-quality & uniqueness of products due to craft aspect, etc). And people might be OK paying slightly more, because they care about the values behind the action.

To me, the focus on the term "value" reduces the idea to a rational economic exchange. Maybe this needs to be re-framed for a broader appeal?