"Fonds de commerce" has two meanings in French. One is 1) "goodwill', that is the accounting item which puts a value on a business as a going concern (They have regular customers and business) beyond the value of the business's tangible assets, and another is just 2) a 'business' in the general sense, which includes every thing in the business, its assets, plus goodwill, plus personnel.

Artisanal refers to a trade, like a welder, plumber or carpenter's business, as oppose to say a store or factory.

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Note added at 10 hrs (2010-11-03 20:20:38 GMT)
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Please see the French definition of "fonds de commerce" in the following link:
dictionnaire-juridique.com/definition/fonds-de-commerce.php.

For some reason, it is difficult to find this sense for "fonds de commerce" in most bilingual French/English dictionaries.


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Note added at 19 hrs (2010-11-04 05:34:54 GMT)
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Well, I did finally find one, In granddictionnaire,com, they give the English equivalent of "fonds de commerce" as "business'. link below:

granddictionnaire.com/btml/fra/r_motclef/index800_1.asp