To highlight Fairtrade Month, Equifruit, Inc. announced that they are honoured to have won the prize for Excellence in Producer Partnerships at the Canadian Fairtrade Awards. This prize recognizes Equifruit for their involvement and long-term commitment in developing a sustainable business relationship with Fairtrade banana
Over its 13-year history, Equifruit has built deep and respectful relationships with two co-operatives of small producers in Peru and Ecuador. The company was lauded for these partnerships at the March 14th 2020 awards ceremony: “Our winner’s mission is simple : they want to provide a stable income so producers and workers can invest in their families, farms and communities and this is why they are a 100% Fairtrade company. Instead of creating a system of dependence, theirs is an equal business partnership based on fair values.”
“Our team sees itself as the sales & marketing arm of our producer partners, to get them access to the Canadian market on Fairtrade terms, and we rejoice in the economic and social impact which these sales bring to their communities,” Kim Chackal, Equifruit’s Director of Sales & Marketing enthused. “Much of Equifruit’s marketing centers around humanizing the producers and workers of Canada’s favourite fruit, such as through our social media “Banana Heroes” campaign.”
"We continuously work to strengthen the relationship with our partners by doing at least yearly trips to visit, discuss, learn and share with each other,” added Michelle Gubbels, Equifruit’s Supply Chain
Manager. “And on these visits, we have participated in events like gender training workshops, training on workers’ rights with co-op employees, first aid trainings for field staff, marching with co-op members and local schools for the environment and attending the Fairtrade Banana Forum.”
For more on the Canadian Fairtrade Awards and list of winners, click here.