Equifruit’s Kim Chackal Talks Fairtrade International Certification and Sustainability Advantages

MONTREAL, QC - As consumers continue to let their personal values guide their decisions in the grocery store, Fairtrade-certified offerings continue to increase their appeal—especially when supplied by a women-owned, Certified B Corporation that cares for both its people and the planet. Kim Chackal, Equifruit’s Vice President of Sales and Marketing, recently took a moment to explain what the Fairtrade label means to growers, retailers, and consumers alike.

“Fairtrade International is internationally recognized, respected, and trusted, and it has the most rigorous standards to ensure that the farmers at the beginning of the supply chain have the most benefits,” says Kim Chackal, Co-Owner and Vice President of Sales and Marketing. “If we want to do business within an ethical framework, we have to uphold the most rigorous standards. Fairtrade International is the only certification that's 50 percent owned by the growers themselves.”

By offering Fairtrade-certified fruit, importers like Equifruit agree to pay a Fairtrade premium, which financially supports growers and the improvement of their businesses and communities. This results in a slightly higher price point for the retailer and consumer—an investment that largely pays off when it comes to sustainability and consumer loyalty.

“Our fruit is marginally more expensive than the big guys, and it always will be,” Kim explains. “That is because when you buy an Equifruit banana, you know where that product came from, and you understand the values of the people who are waking up each day to improve the banana industry.”

However, the increased pricing for Equifruit’s Fairtrade bananas results in only an additional $5 spend per year. To effectively communicate this to consumers, the brand optimizes eye-catching packaging and point-of-sale (POS) materials to educate shoppers in a clever and concise way.

“What really sets us apart is our packaging. It’s very vibrant and colorful, and anybody who takes the time to read it will quickly understand that this is a brand that's all about paying farmers fairly,” Kim says. “We also work very closely with our retail partners, and we can offer a turnkey solution at retail depending on what their merchandising needs are.”

As Kim goes on to explain, offering Fairtrade bananas is a great way for retailers to signal their sustainability values to consumers.

“The consumer who's buying bananas weekly understands the 20 cents more per pound that they are paying supports a woman-owned, Fairtrade, B Corp-certified business that is all about improving the lives and communities of banana farmers,” Kim points out. “They actually feel this great connection to the brand, and the halo effect then spreads to the retailer that's chosen to partner with us. Bringing Equifruit bananas into your banana set is a strategic move to position you as a sustainability superstar.”

This is especially true when you consider the category’s expansive reach.

“Bananas represent roughly 1 percent of total grocery store sales,” Kim shares. “From a strategic perspective, if a retailer wants to communicate that they care about farmers and where our food comes from, what better touchpoint than one of the highest touchpoints in the whole store?”

Equifruit also works closely with its partners to track the impact of the Fairtrade premium spend, contributing to retailers’ investment and sustainability metrics.

As we enter 2026, Equifruit is ringing in the year of the Banana Badass, bringing Fairtrade bananas into a well-deserved spotlight.

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