Jennie Coleman from Equifruit: Celebrating 30 Years of Fairtrade Canada
To celebrate 30 years of Fairtrade in Canada, we sat down with pioneers of the movement to hear the stories behind their businesses, learn about their relationships with farmers, and discover their hopes and dreams for the future.
This is Jennie Coleman, President and co-owner of Equifruit.
Founded in 2006 by a mother-daughter team, Equifruit’s first Fairtrade container arrived on Boxing Day 2007. Jennie Coleman joined in 2013, purchasing the business from the original founders. “I wish that I could say that it was some kind of life goal and strategic decision, but no, I just wanted to be an entrepreneur and I had all kinds of business ideas,” Jennie laughs. She was drawn to the company’s Fairtrade mission and the opportunity to work with fruit, which seemed fun and accessible after her experience in the corporate world. Over time, Jennie has become a passionate advocate for Fairtrade and one of the most knowledgeable voices in the banana industry.

Jennie during an OXFAM shoot at Avril Supermarché Santé
Challenges in the Banana Industry
The banana industry is not rainbows and unicorns. The reason there’s a need for Fairtrade is that major problems need to be addressed.
Despite the positive impact of Fairtrade, Jennie acknowledges that the greatest challenge is farmers being paid a price that covers the cost of sustainable production for every case of bananas. She is vocal about the need for a fairer distribution of value along the supply chain, urging consumers and retailers alike to understand that low-priced bananas do not align with sustainable production.
Everything comes down to price. We’ve had a terrific deal on bananas for the last 100 years and it’s time for change.

Jennie at the 2014 Canadian Fair Trade Network Conference
Connecting with Consumers
Equifruit’s commitment to Fairtrade bananas stems from the belief that growers should be paid fairly and treated with respect. This philosophy has driven Equifruit’s growth, as they continue to educate consumers about the importance of choosing Fairtrade bananas.
The company’s marketing is a breath of fresh air in the current grocery landscape. That’s because Equifruit tells the story of their bananas in a way that resonates with consumers — through humour and positivity.
We find there’s a lot of tension and guilt for people when they learn that past choices they’ve made were not based on fair pay, decent working conditions, and environmental stewardship. The key to our marketing is getting people to laugh to reduce that tension so that the primary feeling is one of positivity and happiness instead of guilt or sadness.
The mother of three children, Jennie emphasizes that her goal at the grocery store is to get in and out as fast as possible — she doesn’t want a lecture at the point of sale. Much like the consumers she’s talking to, she simply wants to choose her items knowing she’s made a good buying decision that aligns with her values, and then go home.
When I first started with Equifruit, we used to tell everybody about the issues in the banana industry all the time. It turns out that most people aren’t interested in very much detail. They want to know just enough to understand that you’re making a difference and that they are making a difference through their purchase.

Banana Jennie and Kim Chackal, Co-owner and Vice-president of Sales and Marketing at Equifruit, at the 2017 Canadian Fair Trade Network Conference
The Impact of Fairtrade on Communities
Equifruit’s commitment goes beyond just selling bananas; they are invested in the lives and livelihoods of the growers they work with. Jennie travels to visit these farmers annually, and each visit reinforces her passion for the business.
When you visit, you see the poverty that people are living in. Fairtrade prices don’t mean that the people we’re buying from are suddenly going to be driving around in luxury cars — they’re going to build themselves decent housing or experience food security.
Much of the Fairtrade Premium (an additional sum that farmers and workers receive through Fairtrade contracts) is used by Equifruit’s small producer partners for productivity improvements and environmental initiatives like soil health and biodiversity.
Community investments are also common. In Peru, for example, Equifruit’s partners have led a multi-year project to bring potable water to 600 families, extending beyond just cooperative members. Jennie sees these efforts as critical: “It’s lovely to think about how members of the community are going to thrive through projects like potable water or school investments.” Their cooperative partners in Ecuador have also invested part of their Fairtrade Premium in two schools for special needs children, which hits quite close to home for Coleman:
I am the mother of a disabled child and it’s really beautiful that their values match mine and that they have made investments in these schools. When I see that and think there’s been a full circle between my work and the flow of funds to support parents of children like my daughter, there is a real connection there.

Jennie Coleman, Michelle Gubbels Pisharody, Amandine Hance, and Kim Chackal from the Equifruit team
So Jennie, as we celebrate 30 years of Fairtrade in Canada, what are your hopes for Fairtrade 30 years from now?
Fairtrade bananas currently hold about 3% market share, so 97% of bananas in Canada are not Fairtrade. We at Equifruit are aiming for Global Fairtrade Banana Domination! I want non-Fairtrade bananas to be the negligible market share. I want Fairtrade to simply be the standard for responsible procurement – and I don’t want to wait 30 years for that! I want to see that happen fast, and we’re working hard to get there.
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