Equifruit has released its inaugural impact report, marking 20 years of 100% Fairtrade sourcing and positive impact for banana farmers and workers.
The report details how Equifruit is using its platform to tackle systemic issues in the banana industry, from advocating against gender-based violence to championing fairer prices for the people who grow North America’s favorite fruit. Its release represents another milestone in what the company is calling The Year of the Banana Badass, a yearlong celebration of the community of buyers, retailers and shoppers driving change in the banana aisle.
“When Equifruit was founded, no one imagined what it would become,” says Jennie Coleman, president and co-owner of Equifruit. “This report tells the story of our growth and how we became the company that we are today. A banana supply chain built on relentless price pressure is a fragile one. Fairtrade helps us build a stronger system, and after 20 years, the results speak for themselves.”
Since its founding in 2006, Equifruit has generated over $5.8 million in Fairtrade premium paid directly to banana farming communities in Central and South America. Farmers and workers invest these funds according to their priorities, in projects ranging from improved housing to soil health programs, community healthcare and climate resilience.
2025 Milestones
The report captures another landmark year for the company, including:
- Coast-to-coast distribution: Equifruit bananas became available across Canada.
- The Globe and Mail Top Growing Companies list for a fourth consecutive year, ranked No. 174 with 195% growth.
- ECIP Leadership Circle recognition for commitment to ethical labor practices.
- Multiple industry awards including Progressive Grocer Impact Awards, the Shelby Report Sustainability Award and WXN’s Canada’s Most Powerful Women Award for Jennie Coleman.
A Triple Threat
What sets Equifruit apart in a crowded produce aisle is a trifecta that few brands can match, the company says: 100% Fairtrade since Day 1, certified B Corp and certified women-owned by WEConnect International. With co-owners Coleman and Kim Chackal at the helm, Equifruit is a singular force in a traditionally male-dominated industry.
“The banana industry doesn’t change by accident,” the report states. “It changes when people decide to say enough is enough to bad banana business practices.”
The full Equifruit impact report is available online.
