They’re sweet and creamy, versatile and healthy: who doesn’t like bananas? In fact, the overwhelming majority of Canadians LOVE bananas, but not just any banana: they love Fairtrade bananas.

From 2018 to 2019, fair trade banana volumes in Canada grew 13.28%, making them one of the most recognizable fair trade products and the fastest growing banana category in Canada.

For the past 12 years, Equifruit, a small, female-run company, has been challenging Canadians to re-think how they buy bananas. They pride themselves on being “Fair From the Start” with 100% of their produce being imported under Fairtrade standards. They’re now the Canadian market leader for Fairtrade bananas, and the only Canadian member of the World Banana Forum.

“Canadian retailers are finally warming up to Fairtrade bananas. In the past, there was concern that a higher price point would drive customers away, but to everyone’s delight, the opposite has happened. Customers have praised retailers for committing themselves to an ethically-sourced banana and sales have increased! Our authenticity as a Fairtrade brand excites consumers, especially as they become increasingly aware of labour and environmental issues in our globalized supply chains,” says Equifruit Director of Sales and Marketing, Kim Chackal.

According to research from the NYU Stern Centre for Sustainable business and IRI, point-of-sale data indicate that products with a sustainability claim are growing nearly 6 times faster than conventionally-marketed products.

As companies develop sophisticated sustainability plans, Equifruit advises an approach that is rooted in transparency and authenticity. “We have a strong traceability program in place. We can track each case of bananas to the farmer who grew and harvested it,” adds Kim.

But a Fairtrade program goes beyond attracting evolving consumer segments, it also helps to build workplace culture. Retailers have used Equifruit bananas as a tool to engage their employees through trainings and social accounting, with some going as far as to becoming officially designated as a fair trade workplace.

For every box of their Fairtrade bananas, Equifruit contributes US$1 in “social premium” to the small producer cooperatives they work with. “This social premium fund is used for all sorts of amazing community projects. It builds schools, hospitals and much needed infrastructure for the communities that are growing our favorite fruit,” explains Madison Hopper, Marketing Manager at Equifruit. “We share this data with our retail partners. It is amazing to show them how their sales drive impact on the ground.”

As new retailers come on board and run successful programs, Equifruit expects to see demand continue to rise in Canada. For a category that, historically, has not seen much change, Equifruit continues to shake things up.

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Equifruit, Inc. is a Quebec-based importer of Fairtrade-certified fruit, serving conscientious Canadians in Ontario and Quebec. Our business is based on values:  transparency and traceability, putting people first and building strong communities. A fruit is certified Fairtrade when both buyers and sellers meet stringent requirements on price, social premium and labour conditions. equifruit.com