Packer Fresh Take: Kim Chackal of Equifruit
Welcome to The Packer’s Fresh Take, a column featuring advice and inspiration from leaders and innovators in the produce industry, in their own words.
Kim Chackal, director of sales and marketing at Equifruit, Inc., tells us about how she got into the produce industry, her best marketing advice, her 2020 silver lining and so much more.
How did you get into the produce industry?
By total fluke! I met my now boss who explained that she had just bought this Fairtrade banana company called Equifruit. I had heard about Fairtrade coffee and chocolate, but I knew zero about the banana industry. She said one line that changed me forever: “Bananas shouldn’t be so cheap.” She went on to explain that farmers often work under exploitative conditions and prices are unsustainably low which keeps farmers in a cycle of poverty. I had what Oprah would refer to as an “AHA moment”. I had been looking for a new challenge in sales, rooted in social justice and so this opportunity felt heaven-sent. With a strong background in sales and marketing, I knew I wanted to help solve this cheap banana problem. I’m in year seven and still loving it.
What's the best marketing advice you ever got?
If the consumer can’t recall the brand name, the marketing activation failed. We are building the Equifruit brand and it’s at the front and center of all communications. Bananas are an incredibly competitive market, and we are distinguishing ourselves with an impossible to ignore marketing/merchandising offering as well as our 100% Fairtrade brand promise.
What's the biggest opportunity the produce industry has yet to take advantage of?
I’m so laser focused on achieving global Fairtrade banana domination, that it’s a bit hard to say where the entire industry is missing the mark. I would say that there’s a lot of opportunity to innovate on the merchandising side. When you see an Equifruit banana display, it should stop you in your tracks and get you salivating over our branding. We’ve designed our cases to be bright and to be an extension of the brand so that they can be integrated into merchandising displays. The cases have THE ONLY BANANA YOU SHOULD BUY on the side. The organic bananas sport these silly messages like: “The only banana to binge watch”, all equipped with QR codes that link back to our site. If that doesn’t pique your interest, I’m not sure what will.
What's your "silver lining" from 2020?
My silver lining from 2020 was that sustainability became more important than ever and shed light on the fragility of our food supply chains. As a result, we saw this rise in conscious consumerism and people are flocking to Equifruit for our authenticity as a brand as well as our 100% Fairtrade commitment. The more we care about where our food comes from and how farmers are treated, the more the fair-trade movement will grow.
What's your most memorable project/brand launch/other accomplishment in your career so far?
Our marketing team spent most of 2020 working on a rebranding with an agency called TUX, which we launched in January 2021. It was cathartic to take our brand apart and get honest about what was working and where we could improve. It brought our team closer together and ignited a buzz around our brand that just keeps growing. We now have impossible to ignore marketing and a bold new tone that’s getting consumers excited about paying banana farmers fairly. I feel proud to be leading the charge on the coolest banana brand on the planet.
How do you unwind?
I’m an introvert, so being alone and listening to good music is essential for me to unwind and recharge. I can be working out or grocery shopping, but solitude from time to time is a must. I also love to cook and spent a year in my early twenties studying classical French cuisine. Oh and of course a good show on Netflix is a great way to end the day.
What's your favorite produce item, and how do you like to prepare it?
I’m a produce junkie so 70% of my shop is loaded with fresh fruits and veggies. These days, I just can’t get enough roasted cauliflower. I cut it into small florets and oven roast it with EVOO, salt & pepper until it’s all golden. It’s like candy!
What did you “binge” over the pandemic? (Movies, tv, books or podcasts you’d recommend?)
Over the pandemic, I binged a combination of exercise and television. During the day, I practiced yoga and biked like a maniac to mitigate the stress of being locked in my home with my three young children.I also really got in to Hot Ones on YouTube which took my love of hot sauce to the next level. I recently hosted a Hot Ones-style party just to live out the torture. Highly recommended. In the evenings, I would surrender to the endless YouTube clips of late-night television. The Jimmy’s, Seth Meyer and Trevor Noah kept me smiling at a time when the world felt grim. I also did what many of us are now ashamed to admit: I watched Tiger King from A-Z. I think it took me out of the panic of the pandemic to a world that seemed crazier than my reality.
What's the story of your pet's name?
Sorry world: not a pet person.
What's a fun item on your bucket list?
Half of my family has severe allergies to nuts, so my boss and I often dream about going to Southeast Asia together and spending a week eating nut-coated street food. I can taste it now. Our goal at Equifruit is “Global Fairtrade banana domination”, so if I work hard enough, I will be able to take that trip as a “bizcation” and charge it to the company card.
