Equifruit looks to expand sales into the U.S.

Montreal-based Equifruit, an importer and marketer of fair trade-certified bananas, is positioned to begin sales into the U.S. market, says Kim Chackal, director of sales and marketing.

“You can expect more sharks, more yellow crocs and more Banana Badasses as our team has nearly doubled in size,” Chackal said, referring to the company’s award-winning marketing tactics.

Jennie Coleman, president of the company, was recently named one of the winners of the Canadian newspaper The Globe and Mail's Changemakers Award. The award recognizes emerging business leaders who are changing the status quo through their ideas, accomplishments and impact, according to a news release.

Equifruit plans to exhibit this year at Canadian Produce Marketing Association Expo, the Organic Produce Summit and the International Fresh Produce Association Expo, she said.

“We are experts in getting consumers to stop and pay attention to us in fun and interesting ways, whether it’s our bold packaging, merchandising or social media,” Chackal said. “We want you to ask us why Equifruit is 'The Only Banana You Should Buy.'”

Chackal said the demand for Equifruit bananas continues to grow, which translates to more gains for its farmer partners in Ecuador, Peru, Nicaragua, Mexico and Colombia. 

“Our [fair trade] social premium contribution grew from $432,880 in 2021 to $600,828 in 2023,” she said. The lifetime contribution of the company has been over $2.5 million.

Equifruit’s brand promise is 100% fair trade, Chackal said. “We are committed to improving the lives and communities of our farmer partners through thick and thin.”

She said switching to an Equifruit banana only costs the consumer about $7 more per year.

“We see continued support from our customers and an ever-growing interest in supporting Equifruit as a challenger brand," she said.

Despite retail inflation, Chackal said bananas are still the most affordable category in produce, even if they’re Equifruit fair trade-certified. 

“It’s important to remind customers that farmers also face inflation and that now more than ever, we need to redistribute value along the supply chain,” she said.

Perhaps the most challenging aspect of the banana business right now, she said, is that the banana price war continues, and larger companies are not increasing their prices to reflect the cost of sustainable production.

That reality makes it tougher for a 100% fair trade brand like Equifruit to enter the market and bring banana prices into the 21st century.

Even so, Chackal said affordability and convenience continue to be a priority for consumers, and banana demand will remain strong. 

Specifically, Equifruit has driven tonnage and sales with a number of retail partners, she said.

“We’ve done this by adjusting retail prices to reflect the cost of our [fair trade] banana supply chain prices coupled with bold in-house merchandising and a loud digital strategy,” Chackal said.

“Equifruit is having a blast driving brand awareness,” she said. “People can feel that we’re having fun even though we’re tackling the dark realities of the banana industry: low wages and unsavory business practices. If you communicate your value proposition effectively to your consumer, you can win a fan for life, or as we call them at Equifruit, a Banana Badass.”