Equifruit has won the Fairtrade Innovation Award at the inaugural Fairtrade Global Awards 2023 in Nairobi, Kenya.
The Fairtrade awards took place on Oct. 4 at the Global Fairtrade Summit, at which many producer delegates voiced their need for greater market access and their concern that international buyers weren’t connecting with their stories, according to a news release.
Established in 2006, Equifruit has championed ethical fruit sourcing with an unwavering commitment to Fairtrade principles, advancing its mission “Global Fairtrade Banana Domination,” the release said.
“Equifruit’s innovation has been in translating grower stories into a language which North American consumers respond to,” Equifruit President Jennie Coleman said in accepting the award, according to the release. “You might not describe your work as ‘badass’ but changing global trade through sustainable supply chains is peak badass.
“We are immensely honored to receive the Fairtrade Innovation Award, which underscores our dedication to revolutionizing the banana industry and promoting a fair distribution of value along banana supply chains,” she continued. “Our innovative approach, driven by a commitment to Fairtrade principles, has not only reshaped the market but also inspired positive change across the industry.”
Equifruit introduced a groundbreaking branding strategy in 2021, targeting millennials and Generation Z consumers, the release said. With a mission to make Fairtrade as interesting, followable and loved as pop culture, Equifruit tapped into trending themes and used unexpected hooks in its packaging and advertising. Phrases like “The Only Banana to Binge Watch,” “The Only Banana with a True Crimes Podcast” and “The Only Banana Sharks Eat” grabbed the attention of consumers and retailers alike, shedding light on the importance of fair pay for farmers and equitable trading relationships, the release said.
“The new branding catapulted Equifruit into the fresh produce spotlight,” Kim Chackal, director of sales and marketing at Equifruit, said in the release. “We have received accolades for our bold approach to sharing a message rooted in fairness and sustainability. The impact on growth has blown us away. For the past two years, Equifruit has been recognized by The Globe & Mail as one of Canada’s Top Growing Companies. We knew there was a hunger for change and we’re glad that we bet on humanity to do the right thing and support us.”
