Equifruit, a Montreal-based importer of Fairtrade International-certified bananas, is inviting Southeastern Produce Council’s Southern Exposure 2025 attendees to booth No. 529 for a free latte. Equifruit is set to be a first-time exhibitor at the event, taking place March 6-8 in Orlando, Fla.
But this isn’t just about free caffeine, says Equifruit. The company hopes to serve up a “reality check with every cup.”
It only costs $5 more per year to switch to Equifruit Fairtrade International-certified bananas, about the same as a single latte, the company says.
Equifruit says it is using this activation to drive home a simple, powerful message: If there’s room in the budget for a fancy coffee, there’s room to switch your banana purchase to Equifruit Fairtrade.
“Coffee and conversation go hand in hand, and we think it’s about time the produce industry has a real conversation about banana prices,” said Kim Chackal, vice president of sales and marketing at Equifruit. “So, grab a Fairtrade latte on us and let’s talk about why switching to Equifruit is one of the most impactful choices a retailer can make.”
Equifruit says that while the extra $5 per year may seem small, for banana farmers, it’s transformational.
By choosing Equifruit bananas, retailers and consumers help ensure that farmers receive a guaranteed minimum price and the Fairtrade Premium, additional funds that go directly back into their communities, the company says. This means better wages, safer working conditions, access to education, and investments in local infrastructure.
Your next read: Why the U.S. is ‘on the brink of a fair-trade breakthrough’
