Equifruit

What Equifruit does

Equifruit is a Montreal-based importer and wholesaler of 100% Fairtrade-certified bananas, founded in 2006 by Jennie Coleman and Kim Chackal. The company sources bananas from cooperatives in Ecuador, Peru, Colombia, and Mexico, and distributes them through wholesale channels to grocery retailers across Canada and the United States. Equifruit is the only 100% Fairtrade banana company in North America, holding Fairtrade International, B Corp, WEConnect women-owned, USDA Organic, Canada Organic, and Fair Trade Workplace certifications. The company is female-owned and co-lead by Coleman (President) and Chackal (Co-owner, VP Sales & Marketing).

The company's core product offering comprises conventional Fairtrade bananas and Organic Fairtrade bananas sold in 40 lb cases, with $1 USD per case routed to a Fairtrade Premium fund that finances community projects in producer regions. Its proprietary technology centers on full farm-level traceability — consumers can identify the specific farmers and cooperatives that produced the fruit — alongside visual merchandising materials including branded bands, stickers, and point-of-sale displays that drive in-store consumer engagement. Revenue is generated transactionally through wholesale case sales, with pricing on a per-case basis. The company operates a B2B sales-led distribution model, anchored by enterprise retail partners including Costco, Loblaws, Metro, Sobeys, Whole Foods, Save-On Foods, Calgary Co-op, and Longo Brothers.

Equifruit serves two primary customer segments: grocery retailers seeking differentiated produce assortments and ESG-aligned sourcing credentials, and mindful consumers willing to pay a modest price premium for ethically sourced bananas. With 11-50 employees and four consecutive years on Globe and Mail's Canada Top Growing Companies list (2022–2025), the company has demonstrated sustained high growth driven by retail expansion, premium positioning, and a distinctive pop-culture-inspired brand voice. There is no evidence of external institutional capital — the company appears bootstrapped and founder-controlled.

Name

Equifruit

Legal name

Equifruit Inc.

Website

https://equifruit.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

Equifruit is a Montreal-based 100% Fairtrade-certified banana importer and wholesaler serving major grocery retailers across Canada and the United States. The company sources from cooperatives in Ecuador, Peru, Colombia, and Mexico with full farm-level traceability and B Corp certification.

Ownership category

akta.pro rank

Product category

Fresh Produce Wholesale Distribution

NAICS

Grocery and Related Product Merchant Wholesalers (4244)

SIC

Wholesale-Groceries & Related Products (5140)

akta.pro primary industry

Organic & Natural Foods Import/Export & Global Trading (AFAIAJAK)

akta.pro secondary industries

Natural & Organic Foods Distribution (CRAOABAH), Fair Trade & Ethical Supply Chains (Certification, Traceability, Producer Support) (BPAGALAL), Natural, Organic & Health Foods Wholesale Distribution (CRAOAAAK)

Keywords

• Fairtrade banana wholesale
• Ethical produce distribution
• Fresh banana importing
• Grocery produce supply
• Fairtrade certification supply

Headquarters

HQ city

Montréal

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations

Revenue model

1. Fairtrade Banana Sales: Equifruit generates revenue by importing and selling Fairtrade-certified bananas to grocery retailers across Canada and the United States. They pay $1 USD per 40 lb case to a Fairtrade Premium fund for community projects. Revenue is transactional, based on volume of bananas sold to retail partners.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Equifruit imports and distributes 100% Fairtrade-certified bananas (conventional and organic) sourced from Ecuador, Peru, Colombia, and Mexico, selling them wholesale in 40 lb cases to grocery retailers across Canada and the United States. The company pairs its banana supply with branded merchandising materials (bands, stickers, POS add-ons) to support in-store sell-through and contributes $1 USD per case to a Fairtrade Premium for producer community projects.

Product overview

Equifruit is North America's leading Fairtrade-certified banana importer offering a portfolio of 100% Fairtrade bananas sourced from Ecuador, Peru, Colombia, and Mexico. The product line includes both conventional Fairtrade bananas and Organic Fairtrade bananas (USDA/Canada Organic certified), available year-round in Canada and select US states. The company also provides merchandising materials including bands, stickers, and POS displays to support retail partners. Established in 2006 and headquartered in Montreal, Quebec, Equifruit operates as a B Corp certified, women-owned business focused on ethical sourcing and fair pay for banana farmers.

Differentiator

Problem solved

Functional benefit

Products and services

• Conventional Fairtrade Bananas Standard 100% Fairtrade-certified bananas sourced from Ecuador, Peru, Colombia, and Mexico, available year-round in 40 lb wholesale cases for grocery retailers across Canada and the United States.
• Organic Fairtrade Bananas USDA Organic and Canada Organic certified bananas that are also 100% Fairtrade-certified, combining organic farming practices with ethical sourcing standards for grocery retailers seeking both certifications.
• Fairtrade Banana Shipping Boxes with Embedded Point-of-Sale Materials Wholesale shipping cases for Equifruit Fairtrade bananas that incorporate built-in point-of-sale merchandising materials, enabling retailers to merchandise the product in-aisle without separate POS procurement.

Quantifiable outcome

• 62% growth in Fairtrade banana market share in 2021
• +6 more outcomes

Named customers8 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• World Banana ForumcoreStrategic or Co-development PartnerEquifruit is the only Canadian member of the World Banana Forum - a multi-stakeholder group working on solutions to the industry's most pressing sustainability issues. This membership provides strategic positioning as a leader in banana industry sustainability solutions.
• International Fresh Produce Association (IFPA)minorStrategic or Co-development PartnerIndustry association membership supporting the fresh produce industry. Equifruit displays IFPA logo on their sustainability page as part of their industry commitment.
• Canadian Produce Marketing Association (CPMA)coreStrategic or Co-development PartnerPrimary industry association for produce marketing in Canada. Equifruit actively participates in CPMA conferences and won the People's Choice Award for Best Booth at CPMA 2026. Kim Chackal won Outstanding Women in Produce Award through CPMA.
• AQDFL (Association quebecoise de la distribution de fruits et legumes)minorStrategic or Co-development PartnerQuebec produce industry association. Equifruit displays AQDFL logo showing commitment to Quebec fruit industry.
• Ontario Produce Marketing Association (OPMA)minorStrategic or Co-development PartnerOntario produce industry association. Jennie Coleman and Kim Chackal have both received OPMA awards recognizing leadership in produce industry.
• Blue Book ServicesminorStrategic or Co-development PartnerFood industry services company. Equifruit displays Blue Book logo as part of their industry network.
• CIBIM (Conseil de l'industrie bioalimentaire de Montreal)minorStrategic or Co-development PartnerMontreal food industry council. Equifruit is a member as a Montreal-based food company.
• Longo Brothers Fruit MarketscoreChannel Partner/ Reseller/ DistributorLaunched the first 100% Fairtrade banana program in North America with Equifruit in 2021. This pioneering partnership helped grow Fairtrade banana market share by 62% in 2021. Kim Chackal was instrumental in establishing this partnership.
• WEConnect InternationalcoreStrategic or Co-development PartnerProvides certification validating businesses as at least 51% owned, managed, and controlled by women. Equifruit is 100% women-owned certified. Jennie Coleman featured in WEConnect success stories.
• B Lab (B Corp Certification)coreStrategic or Co-development PartnerB Lab provides B Corp certification requiring meeting strict social and environmental standards. Equifruit has achieved B Corp certification demonstrating commitment to using business as a force for good.
• Fairtrade International / Fairtrade CanadacoreStrategic or Co-development PartnerFairtrade certification organization is 50% owned by farmers. Equifruit is 100% Fairtrade-certified banana importer. Received multiple Fairtrade awards including Excellence in Producer Partnership (2020) and Innovation & Sustainability Leadership Award (2026).

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Market position

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/equifruit
• LinkedInlinkedin.com/company/equifruit-inc-

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Equifruit