Background

Established in 2006, Equifruit is North America's leading Fairtrade-certified banana importer and marketer. A certified B Corp and proudly women-owned, they’ve become a rising star in the produce aisle. But more than that, they’re on a mission to shake up the banana industry and create a fairer future for farmers.

For decades, the banana trade has been rife with unfair pricing, exploitative labour practices, and environmental harm. Retail banana prices have barely budged, failing to account for inflation or rising production costs. Meanwhile, farmers struggle to cover their basic needs while major corporations reap the profits. Equifruit saw this imbalance and set out to rewrite the rules.

Adding to the challenge, climate change threatens banana production at a catastrophic scale. But the biggest obstacle? Apathy. Poor labour conditions are easy to ignore when they remain unseen.

Their solution is simple: They’re importing Fairtrade bananas to produce aisles everywhere, and they refuse to be ignored. 

The partnership

Equifruit’s journey with Fairtrade began with a vision to revolutionize the banana industry. Equifruit works with  Fairtrade-certified cooperatives and plantations in Ecuador, Peru, Colombia and Mexico, that are comprised of farmers who receive a fairer price for their produce, along with an additional Fairtrade Premium that supports community development initiatives.

As Jennie Coleman, President and Co-owner of Equifruit, says: "Fairtrade isn’t about charity; it’s about fairness. It’s about ensuring the people who grow our food can live and work with dignity." 

An opportunity for change

Equifruit’s commitment extends far beyond selling bananas—it’s deeply rooted in improving the lives and livelihoods of the growers they partner with. Jennie Coleman travels to meet banana farmers yearly, and every visit reinforces her passion for the business and its mission.

“When you visit, you see the poverty that people are living in. Fairtrade prices don’t mean that the people we’re buying from will suddenly be driving luxury cars—they’re building decent housing or achieving food security,” Jennie explains.

The Fairtrade Premium—an additional sum of money that farmers and workers invest in projects of their choice—is often directed toward productivity improvements and environmental initiatives, such as enhancing soil health and biodiversity. However, these funds also drive impactful community investments. 

In Peru, for example, Equifruit’s partners spearheaded a multi-year project to provide potable water to 600 families, benefiting not just cooperative members but the entire community. Jennie views these efforts as transformative: “It’s inspiring to see how projects like potable water or school investments allow communities to truly thrive.”

In Ecuador, Equifruit’s cooperative partners have channelled part of their Fairtrade Premium into supporting two schools for special needs children, a cause that resonates deeply with Jennie on a personal level.

“As the mother of a disabled child, it’s incredibly moving to see their values align with mine. Knowing that funds from our work are supporting parents and children like my daughter creates a profound connection,” she shares.

Equifruit’s work not only drives meaningful change but also fosters a deep sense of shared humanity and purpose, bridging the gap between growers and the communities they serve. To date, Equifruit has generated over US$4 million in Fairtrade Premium.

Consumer Response

Equifruit has reimagined how to communicate about Fairtrade by making it accessible, relatable, and engaging. Through clever memes, TikTok dances, and lighthearted campaigns, the brand has found creative ways to simplify complex Fairtrade concepts, turning them into messages that connect with everyday consumers. By merging education with entertainment, Equifruit has effectively integrated its mission for fairer pay for farmers into the broader cultural conversation.

This innovative approach was recognised when Equifruit received the Fairtrade Innovation Award at the inaugural Fairtrade Global Awards in Nairobi, Kenya, on October 4, 2023. The award highlights their impactful branding strategy, which has successfully resonated with Millennials and Gen Z, advancing their mission of building a more equitable, sustainable banana industry for the future.