Fairtrade banana company moves from woman-owned to women-owned

Equifruit is overjoyed to announce that its director of sales & marketing, Kim Chackal, has become an owner of the company. Equifruit’s president, Jennie Coleman, retains a majority share. The socially-responsible brand has long advocated for gender equity in the banana industry and this latest move solidifies it as an innovator in produce that truly lives its values.

In her nine years with Equifruit, Chackal has been instrumental in building the Fairtrade banana brand. Through her commercial leadership, the company’s 10-year sales CAGR is forecast to hit 27 percent this financial year. That growth has a tremendous impact on the small growers and plantation workers Equifruit works with and advocates for. There’s a reason Chackal is known as the OG #BananaBadass.

Left to right: Jennie Coleman, Kim Chackal

"Kim inspires me by her dedication to our Fairtrade mission, her commitment to representing the needs of small growers and banana plantation workers, her tenacity in converting customers and consumers alike to our brand, her rational problem-solving skills, excellent commercial sense and clear strategic vision - all in her trademark humor and warmth,” said Coleman.

“Taking a long-term stake in Equifruit will level up my ambition to achieve Global Fairtrade Banana Domination,” said Chackal. “I can think of no better life project than to change the banana industry for the better. Leading this 21st-century banana company – with its strong mission and values - is a great professional and personal thrill.”

Chackal’s minority stake represents a significant milestone in the company's journey toward creating a more equitable and sustainable banana industry. Her expertise, passion and dedication will continue to drive the company’s expansion across North America.

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

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