Equifruit is thrilled to announce that its president, Jennie Coleman, has been recognized as one of Canada's Most Admired CEOs for 2024 by Waterstone Human Capital.
"These awards recognize the very best in corporate culture – those leaders and organizations that have built and nurtured performance-driven cultures and that are at the forefront of culture best practices," says Marty Parker, president and CEO of Waterstone Human Capital and chair of the Canada's Most Admired™ program. "This year's winners actively craft high-performance cultures and serve as an inspiration for others who want to do the same."
Equifruit has earned its place on Canada's Top Growing Companies list for three consecutive years, a testament to its consistent growth and market impact. However, this success is not solely measured in financial terms. As a Fairtrade International licensee and Certified B Corp, the company is committed to meeting the highest standards of social and environmental performance, accountability, and transparency. Coleman's leadership has ensured that its growth remains firmly rooted in its mission: prioritizing fairness in every transaction, whether with retailers, farmer partners, or team members. The company's marketing — a fresh, humorous approach in a crowded grocery landscape — has helped engage consumers while raising awareness of the importance of Fairtrade bananas.
Equifruit's Jennie Coleman.
"Equifruit's growth story isn't just about numbers; it's about making a real difference," said Coleman. "Our team has worked tirelessly to prove that ethical business practices can drive success. Being recognized as one of Canada's Most Admired CEOs underscores that a people-first approach isn't just good for business — it's essential for creating meaningful, lasting change in the banana industry."
Since its founding in 2006, the company has championed fair treatment and fair pay for banana growers. Under Coleman's leadership since 2013, it has expanded its impact, redefining what consumers expect from the produce aisle. "The banana industry is not rainbows and unicorns," Coleman says. "The reason there's a need for Fairtrade is that major problems need to be addressed. That's what drives us every day."
This award is a celebration not only of Coleman's leadership but also of the culture and values that define Equifruit. It reinforces the company's commitment to balancing growth with its unwavering mission to create a fairer future for banana growers around the world.
For more information:
Madison Hopper
Equifruit
Tel: +1 (833) 511-3247
[email protected]
www.equifruit.com