Equifruit has expanded its team with the addition of two new hires.
Ashley McPhee is joining the ranks of the “Banana Badasses” as its new sales manager for eastern North America. McPhee brings over 20 years of industry experience, having most recently served as the procurement category director for bananas, tropical, and melons for Loblaw Cos.
Equifruit said her deep knowledge of the produce sector, combined with a passion for environmental protection and for fair and sustainable trade, aligns with its mission to disrupt the banana industry by promoting fair wages for farmers and ethical sourcing practices.
“Ashley has developed a reputation for driving category growth and fostering strong supplier partnerships,” the company said in a news release. “With her strategic mindset and results-driven approach, Equifruit is confident that she will be pivotal in expanding its presence across Eastern North America.”
Equifruit added that it looks forward to the fresh insights and dynamic energy McPhee will bring to its mission of transforming the banana industry.
Simon Quesnel also has joined the team as the new manager of finance, strategy and administration. Quesnel brings nearly 10 years of experience in finance and administration, where he has driven strategic initiatives and managed complex business operations.
Equifruit said his background spans retailers like Sobeys and LUFA farms, consultants Raymond Chabot and MNP, and includes co-ownership of a board-game-focused pub.
“His strategic mindset, entrepreneurial flair and passion for innovative business models make him a perfect fit for Equifruit as the company continues to grow and evolve,” the company said.
Equifruit saidit is confident that Quesnel’s leadership will play a pivotal role in enhancing the company’s financial strategy and supporting its mission of transforming the banana industry into one that prioritizes fair wages and ethical sourcing.
