Equifruit, a Montreal-based Fairtrade-certified banana company, says that Director of Sales and Marketing Kim Chackal has become an owner of the company. Equifruit President Jennie Coleman retains a majority share.
The socially responsible brand, which has long advocated for gender equity in the banana industry, says this latest move solidifies the company as an “innovator in produce that truly lives its values.”
In her nine years with Equifruit, Chackal, a former Packer 25 honoree, has been instrumental in building the fairtrade banana brand. Through her commercial leadership, Equifruit’s 10-year sales CAGR is forecast to hit 27% this financial year, according to a news release. Its growth that has tremendous impact for the small growers and plantation workers with whom Equifruit works, the company says.
“There’s a reason Chackal is known as the OG #BananaBadass,” the release said.
“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,” Coleman said in the release.
Chackal’s minority stake in Equifruit represents a significant milestone in the company’s journey toward creating a more equitable and sustainable banana industry, according to the release. Her expertise, passion and dedication will help continue to drive Equifruit’s expansion across North America, the release said.
“Taking a long-term stake in Equifruit will level-up my ambition to achieve ‘Global Fairtrade Banana Domination.’ I can think of no better life project than to change the banana industry for the better,” Chackal said. “Leading this 21stcentury banana company — with its strong mission and values — is a great professional and personal thrill.”
Related: Women in Produce — Jennie Coleman
Related: The Packer 25 — Kim Chackal
