Fairtrade banana brand makes its debut in Monterey

Equifruit, the Fairtrade banana brand, is thrilled to announce its first-ever exhibition at the Organic Produce Summit (OPS) on July 13th in Monterey, California. Visitors can make their way to booth #900 to experience the bold, exciting vibe of Equifruit, a group of diehard believers in ethical fruit sourcing. When it comes to bananas, they’re making it fair from the start, especially for farmers.

Jennie Coleman at the 2023 Expo Manger Santé in Montreal.

Established in 2006, Equifruit is a Canadian market supplier of Fairtrade-certified bananas. Following its successful U.S. launch in select Costco warehouses in the New York City area, Equifruit is eager to showcase its unique, fun approach to marketing Fairtrade bananas to the U.S. market.

With 83 percent of Equifruit bananas certified organic by the USDA, consumers can expect high quality products sourced from origins such as Peru, Ecuador, Colombia and Mexico. Through its commitment to Fairtrade, Equifruit ensures that farmers receive fair pay for their labor and that environmentally sustainable practices are upheld.

At the Organic Produce Summit, Equifruit will stand out with its bold marketing strategy. Embracing its distinctive brand identity, the team will be dressed in eye-catching #bananabadass jumpsuits and flaunting vibrant yellow Crocs.

Taking the lead will be Equifruit's president, Jennie Coleman, recently named a finalist in the EY Entrepreneur Of The Year® Award. Joining her will be Kim Chackal, Equifruit's sales and marketing director, who has played a pivotal role in expanding the brand's presence in the U.S. market and building strong relationships with retailers. Madison Hopper, Equifruit's marketing manager, will also be present, bringing her creativity and passion for building this badass banana brand.

The company’s participation at the OPS marks a significant milestone in its journey to reach global Fairtrade banana domination. "We’ve met dozens of retailers virtually this year and we all agree that bananas shouldn’t be so cheap,” says Coleman. “We look forward to bonding in person over our shared commitment to change the way we source and merchandise bananas to drive more value along the supply chain, particularly to growers and workers at origin.”

Fairtrade America, the organization certifying fair trade practices, also expressed enthusiasm about Equifruit's U.S. debut: “We applaud Equifruit’s efforts to help shoppers and businesses understand the harsh realities of the farmers and farm workers we rely on and we are thrilled they are now bringing their passion for a better banana to the U.S. market.”

Equifruit's presence at the OPS represents a significant step forward in the company's plans for U.S. expansion.

Loubna El Wacham, Marketing Coordinator at Equifruit.

For more information:
Kim Chackal
Tel: +1 (514) 993-7736

Publication date:

Receive the daily newsletter in your email for free | Click here

Other news in this sector:

Sign up for our daily Newsletter and stay up to date with all the latest news!

Subscribe I am already a subscriber

You are using software which is blocking our advertisements (adblocker).

As we provide the news for free, we are relying on revenues from our banners. So please disable your adblocker and reload the page to continue using this site.

Click here for a guide on disabling your adblocker.