Equifruit: North America's Leading Fairtrade Banana Importer

Equifruit was founded in 2006 in Quebec, Canada, by a mother-daughter duo that wanted to open the Canadian market for Fairtrade bananas. Jennie Coleman, President and Co-Owner of Equifruit, took the reins in 2013 and the Equifruit team set its sights on global fairtrade banana domination. Since then, the company has expanded to become North America’s leading importer of Fairtrade bananas. Today, Equifruit bananas are stocked in major retailers across Canada with a growing presence in the U.S. For the past three years it was featured on The Globe and Mail’s list of top growing companies in Canada.

UN Sustainable Development Goals

1 No Poverty
3 Good Health and Well Being
8 Decent Work and Economic Growth
10 Reduced Inequalities
11 Sustainable Cities and Communities

Equifruit is a 100% Fairtrade women-owned B Corp and a major force in North American produce. “We’re on a mission to right the wrongs of banana business history by paying banana farmers fairly for their fruit. Our goal is to make Fairtrade bananas as popular and beloved as pop culture,” states Coleman.

The Challenge: The High Cost of Cheap Bananas

The banana industry is notorious for its poor track record on human rights and low wages. Retailers are reluctant to increase the price of bananas for fear of turning off shoppers. As a result, the price of bananas hasn’t budged in over 30 years. This ongoing banana price war is preventing retailers from considering the impact of their low-price strategies. Pressure to keep costs low has resulted in low wages, unpaid overtime and decades of exploitation for banana farmers.

The Opportunity: Supporting Grower Communities with Equitable Trade

Equifruit bananas are 100% Fairtrade, certified through Fairtrade International. This means that growers are paid a minimum price for their fruit, set independently by Fairtrade International and informed by the local cost of sustainable production. This minimum price acts as a buffer for farmers against market volatility, to help provide income consistency. To qualify for the Fairtrade certification, both Equifruit and its grower partners must meet the Fairtrade Standards, which incorporate a holistic blend of social, economic and environmental criteria. The entire Fairtrade supply chain is independently audited to ensure compliance with the Standards.

In addition to respecting Fairtrade Minimum Prices, Equifruit also pays a Fairtrade premium of $1 USD for every 40-pound case of bananas sold, as part of the Fairtrade Standard. The Premium goes directly to banana farmers to invest in projects of their choice to improve their communities and livelihoods. For example, this could mean investing in healthcare services, better housing, climate resilience and biodiversity conservation projects. To date, Equifruit has paid over $4.5 million USD in Fairtrade premium to growers. Coleman says, “Every time you buy Equifruit bananas, you are supporting fair pay and decent working conditions for farmers and workers.”

The biggest challenge that Equifruit faces is convincing retailers to increase the price of bananas. Yet in Equifruit’s experience, consumers aren’t aware of what they’re paying for their bananas. When the company’s retail partners have raised the price of bananas, shoppers did not seem to notice. It’s the color and quality of the fruit that consumers are attentive to and that drives the success of the banana program.

A worker in a banana processing facility sorts green bananas on a counter with water channels nearby.

The Takeaway: Small Changes Make a Big Difference

Equifruit bananas support an equitable trade deal for banana farmers, which includes fair pay, decent working conditions, climate resilience and the end of forced child labor. And here’s the mic drop moment: the company did the banana math and discovered that it costs the average shopper $5 per year to switch to Equifruit Fairtrade bananas. That’s equivalent to giving up one Starbucks latte.

In today’s world, shoppers want businesses to behave responsibly. Younger consumers want retailers and brands to actively address the world’s problems. To accomplish this, Equifruit is encouraging retailers to do away with banana business strategies that were developed over a century ago and, instead, cater to today’s more mindful consumers who would be happy to pay $5 more per year for their bananas in the knowledge that farmers are paid a sustainable price and working in decent conditions.

What’s more, retailers that work with Equifruit have reported on the halo effect of switching up their approach to bananas: customers are happy to shop at a store that has a responsible procurement policy and employees are proud to work there.

The Fairtrade Standards create sustainable social, economic and environmental impact:

Environmentally, the Fairtrade Standards include ecologically and agriculturally sound practices, from responsible water and waste management, to preserving biodiversity and soil fertility, using minimal pesticides and prohibiting GMOs.
In terms of social impact, under Fairtrade, child labor and forced labor are prohibited. The Standards also require producer organizations to follow rules that promote democratic organization, build equality for women, support labor rights and safe working conditions and give producers more power in trade relationships.

The Fairtrade premium that Equifruit pays to banana farmers also supports environmental, economic and social development for local communities. Some examples include investing in mangrove restoration, which purifies water and protects against flooding and storms; constructing a community garden to provide fruits and vegetables for locals; and subsidizing university education and training opportunities.

“At Equifruit we will shout this from the rooftops until our voices are hoarse,” says Coleman. “Farmers gotta get paid!” Farmers and workers deserve safety and fairness in the work that they do, just like everyone deserves safety and fairness in the workplace. Fairtrade is not a charity, it’s a business decision for all parties involved, where business is conducted on fair and just principles and can offer retailers a great story to share with their customers that will drive loyalty and differentiate them from their competitors.”

Equifruit Sustainability Case Study:

Supporting Communities Through Fairtrade

The Challenge: The High Cost of Cheap Bananas

The Opportunity: Supporting Grower Communities with Equitable Trade

The Takeaway: Small Changes Make a Big Difference

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