Meet the small startup taking up Large Banana within the combat for wage fairness
Meet the small startup taking up Large Banana within the combat for wage fairness

Jennie Coleman on the EquiFruit storage services in Montreal in July, 2022.Karene-Isabelle Jean-Baptiste/The Globe and Mail

Mikey the Monkey’s face is frozen in serene rictus as he sways gently over the produce division. His job, as an animatronic character on the Farm Boy grocery chain, is to seize the eye of the apartment dwellers and crunchy middle-class dad and mom who enter the west Toronto retailer this Mikey calls residence; to inject a little bit of calculated whimsy into their procuring expertise and, in the end, to push product. “Look right here,” Mikey beckons. “Right here’s one thing you can purchase.” Beneath him are dozens of bunches of Chiquita bananas, 79 cents a pound.

Throughout the aisle, amid the scrappier fare of the natural kiosk, a distinct gambit is at play. There, too, sits a pile of bananas, indistinguishable from the Chiquitas subsequent door save for 2 issues: the value, $1.29 a pound, and an inch-wide band that surrounds every bunch. The colors on the band catch your consideration first, every a rainbow of Instagram-friendly mint, lavender and cornflower blue. There’s a small Fairtrade emblem and a few daring, sans-serif kind: “The one banana to reverse ageing,” reads one. “The one banana to binge-watch,” reads one other. Subsequent to every, a stylized illustration of a speaking banana connects the random declare to the significance of paying farmers, ending with the crucial, “That is the one banana you can purchase.” Beside that could be a QR code that, when scanned, redirects to an Instagram account whose latest posts embrace a nonetheless of Charlton Heston as Moses holding tablets altered to learn “Thou shall not exploit banana farmers” and “Severely, it’s actually uncool, man.”

It’s loads of info for a busy shopper to absorb as she powers via her grocery checklist. Most individuals see the value and stroll on by. However some cease. Some learn the copy on the band. And a few resolve to pay a bit extra.

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That is the work of Equifruit, a 10-person Montreal firm that imports and markets Fairtrade bananas. “We earn our maintain by getting bananas from level A to level B,” explains Jennie Coleman, Equifruit’s president. “However what actually drives us is the concept we are able to change the banana trade. We’re attempting to ship a brand new, and sustainable, enterprise mannequin.”

Equifruit guarantees guilt-free bananas, produced by better-paid farmers in protected and inexperienced situations. These are attributes most trendy customers help, a minimum of nominally. They’re additionally traits of accelerating enchantment to grocery chains, particularly these going through better environmental, social and governance (ESG) scrutiny. At present, Farm Boy and its sister model Sobeys carry Equifruit, as do Costco, Lufa Farms, and a raft of specialty and impartial grocers. Final yr, Longo’s, which operates 36 shops within the Better Toronto Space, made a landmark resolution to inventory solely Equifruit bananas. This has sparked admirable progress for the corporate—income grew by 139% between 2018 and 2021.

Equifruit is subverting one of the established guidelines of meals retail by getting of us to cease and suppose throughout what is often a inconsiderate resolution. However as meals costs surge and recession looms, the corporate’s MO can be put to the check: How on earth do you persuade anybody to pay extra for bananas?


As a meals product, bananas are fairly good. They style nice. They’re nutritious. They journey nicely, come wrapped in free and compostable pure packaging, and—in contrast to nearly some other fruit—after they get to the spotty aspect of ripe, they will obtain wonderful reincarnation in bread kind. It’s simple to get why they’re the preferred fruit in Canada, with a typical Canuck chomping greater than 15 kilograms per yr.

Bananas are low-cost, sometimes half the price of apples, and in some way they’re getting cheaper: Even when adjusted for inflation, the common retail worth of bananas dropped by greater than 25% from 1995 to 2021. Apples, in the meantime, elevated by greater than 35%.

The worth issue helps as an example why, as a meals enterprise, bananas have some baggage. The financial historical past of the banana is singular and sophisticated, with many years of geopolitical maneuvering and company consolidation culminating in (amongst different issues) an expectation amongst customers {that a} fruit grown 1000’s of kilometres away ought to promote for subsequent to nothing. That comes at a value: The banana trade has been extensively criticized for its unsafe work situations, harm to ecosystem viability and its reliance on the exploitation of labour, together with, typically, that of kids. Whereas the three main gamers within the banana trade—Dole, Chiquita Manufacturers Worldwide and Contemporary Del Monte Produce—have made progress in cleansing up their provide chains, many critics really feel there’s nonetheless appreciable work to be carried out. “The banana trade is deeply flawed and has been since its inception,” says Coleman. “It was principally based on paying nothing for land via political machinations in Central and South America, and really, little or no for labour, with no environmental oversight in any respect.”

For Equifruit, correcting this comes right down to farm-gate economics—when farmers earn a dwelling earnings, higher labour and environmental efficiency are inclined to comply with. It sources from co-ops in Ecuador and Peru, and from smaller farms in Colombia, Mexico and Nicaragua. And its enterprise mannequin has truthful wages for employees in-built. Plus, for each 40-pound field offered, an extra US$1 Fairtrade social premium goes again to the group wherein it was grown to reinvest in issues like protected working situations and sustainable manufacturing ways. Equifruit’s contributions totalled US$428,000 in 2021.

Most individuals help such initiatives in precept; in apply, the connection could be misplaced. “It’s laborious to get individuals to sympathize with farmers they don’t know, particularly when these farmers are far-off,” says Sylvain Charlebois, a professor of meals distribution and coverage at Dalhousie College. “And it’s harder to get individuals to interact within the trigger when inflation is at 10%, when budget-wise, they’re struggling. They’ll hear: ‘We’re attempting to ensure that farmers get a fair proportion of the pie.’ And so they’ll say: ‘Okay, however why is it my drawback as a shopper?’”


Jennie Coleman on the EquiFruit storage services in Montreal in July, 2022.Karene-Isabelle Jean-Baptiste/The Globe and Mail

Coleman might sound an unlikely basic on this battle. In dialog, she is inquisitive and heat, with a vibe that’s extra e book membership than boardroom. (When she mentions her grasp’s diploma in library and knowledge sciences, it tracks.) However speaking to her for a couple of minutes shortly establishes that nothing about this girl needs to be underestimated.

Curiosity took Coleman to Namibia, recent out of college, the place she hustled to construct a library of 5,000 books for college kids. Grit powered her via her company profession, together with a decade of progressive management at Bombardier world wide. And, when juggling a packed work itinerary with the wants of her three young children (one in every of whom is profoundly disabled) turned an excessive amount of, braveness motivated her to pivot into entrepreneurship. An unconventional advert within the Sunbelt Enterprise Brokers listing caught her eye: On the market, one small enterprise with excessive moral requirements, appropriate for somebody in search of versatile work hours. She met with a enterprise dealer who—after some mutual gut-checks—put ahead a chance to buy a modest Fairtrade fruit import enterprise (then often known as Equicosta) from its mother-daughter founders. After years dealing in high-tech engineering, the simplicity of bananas appealed. “I had social justice roots early in my profession, and I used to be interested in the Fairtrade values,” Coleman says. “It felt like a beautiful match.” The deal closed in December 2013.

The primary yr was tough; the enterprise had been working at subsistence ranges, and navigating the opaque relationships and old-school mentalities of the produce enterprise proved a steep studying curve. “I did marvel if I’d taken all our financial savings and flushed them down the bathroom,” Coleman remembers. “However the beauty of shopping for a enterprise is that processes are already in place. It’s as much as you to enhance them. It may be another person’s child, however it’s your job to make it develop and to extend its worth.”

Coleman employed Kim Chackal, a gross sales and advertising and marketing professional who shortly turned her proper hand. Collectively, they labored to strengthen relationships with retailers. They progressively extricated the enterprise from some “actually poisonous” longstanding dealings with distributors who traded in sexist or regressive behaviour. (The corporate began making use of a “no jerks” coverage to any partnership in 2017.) The enterprise stabilized and began to develop.

Then got here COVID-19, which in a single day quashed the commerce exhibits and shopper visits that comprised the corporate’s enterprise growth efforts. This created an surprising alternative to pay some consideration to Equifruit as a model. “Our problem is getting individuals to suppose in a different way about how they purchase their bananas. That’s actually our job,” Coleman says. “At first, we thought we’d use the quiet time to rebuild our web site. Then we thought, What if we have been to do one thing bolder?”

Within the spring of 2020, Equifruit began working with TUX Artistic, an company primarily based in Montreal and L.A. that, in Coleman’s phrases, “simply received us.” The purpose was to develop a complete model identification that may catch individuals’s consideration and make them be ok with selecting Fairtrade—not guilted into it—with not one of the earnestness or condescension generally favoured in crunchier product classes. “We determined to reside on the intersection of doing good and having enjoyable,” says Stacy Gagnidze, TUX’s lead model strategist on the venture. Therefore a web site that opens with a display of cartoon bananas. Therefore a label with the declare “The one bananas sharks eat.” Therefore produce containers that would double as decor in a Gen Z influencer’s loft.

Each iteration of the model—web site, packaging, even the little sticker on each bit of fruit—is supposed to pique curiosity and direct the viewers to be taught extra. It’s gimmicky, sure, however not a gimmick. “If any individual’s having a little bit of amusing, you’ve opened the door to comply with up with maybe a harder message,” says Coleman. As soon as persons are knowledgeable, she contends, “they’re extra prone to say, ‘This doesn’t price me an entire lot extra. I can afford this. And this may have constructive penalties on the availability chain.’”

Earlier than going reside, the crew shopped the rebrand round to retailers. Not all authorised—one government stated the daring design, and the implication that different bananas have been unethical, made him sick to his abdomen. However some, together with the crew at Longo’s, cherished it.

Longo’s had been working with Equifruit for just a few years, progressively introducing Fairtrade bananas into its produce combine—first natural, then typical. The response was so constantly constructive that by the point Equifruit unveiled its rebrand, Longo’s—which was getting ready to launch its inaugural sustainability report—was able to go all in. Within the spring of 2021, it turned the primary retailer in North America to supply solely Fairtrade bananas. All through the transition, sturdy messaging helped to dampen the sticker shock, says Mimmo Franzone, the chain’s vice-president of merchandising. “We wanted to speak to company ‘Yeah, you have been shopping for 69-cent bananas, and yeah, you’re now shopping for 99-cent bananas. However that is why we’re doing this, and that is how we’re giving again,’” Franzone says. “We had a daring plan. Equifruit had a daring advertising and marketing strategy. It lined up completely.”

Greater than a yr after switching solely to Equifruit, banana gross sales at Longo’s haven’t decreased a pound. Consumers have seen the change, Franzone says, however they’re not sad about it; of the 1000’s of buyer feedback that adopted the transition to Fairtrade, solely two have been complaints.


Even with its latest progress, Equifruit nonetheless occupies a distinct segment. Solely about 2% of bananas in Canada are Fairtrade, in comparison with one-third within the U.Ok. and greater than half in Switzerland. Growing that market share would require scale, and Equifruit is chasing it. The corporate is working to associate with new grocery banners and to deepen its relationships with current ones. U.S. growth is a direct precedence; introducing different Fairtrade fruits, like mangoes, is on the radar, although not an imminent concern when there’s extra banana turf to win.

Coleman likes to say that the corporate’s final mission is “world Fairtrade domination”—a moonshot as worthwhile as any. However given the realities of the market, does she actually suppose Equifruit can usurp Large Banana?

“After all it’s an formidable purpose! We all know what we’re attempting to vary is so large, it’s nearly ridiculous,” she says. “Perhaps this yr, we’ll accomplish 0.0001% of that purpose. That’s nonetheless greater than if we hadn’t carried out something.

“If we don’t suppose large, we’ll by no means change the small issues. And so we go ahead in good religion.” One boldly brandished banana at a time.

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