Montreal, QC, Oct, 5, 2023 – Equifruit BB #:329901, Canada’s trailblazing Fairtrade-certified banana brand, is proud to announce it has won the prestigious Fairtrade Innovation Award at the inaugural Fairtrade Global Awards 2023 in Nairobi, Kenya.
Established in 2006, Equifruit has consistently championed ethical fruit sourcing with an unwavering 100% commitment to Fairtrade principles, advancing its mission “Global Fairtrade Banana Domination” with relentless tenacity.
In a remarkable display of innovation and marketing prowess, Equifruit introduced a groundbreaking branding strategy in 2021, targeting Millennials and Gen Z consumers. 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 new branding catapulted Equifruit into the fresh produce spotlight. 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” stated Kim Chackal, Director of Sales & Marketing at Equifruit.
The Fairtrade awards took place within 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.
In accepting the award, Equifruit president Jennie Coleman 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. “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 invites everyone to celebrate this significant achievement and join the movement for a fairer and more sustainable global trade environment.
Find out why Equifruit is The Only Banana You Should Buy at: www.equifruit.com.
