THE PACKER STAFF • November 21, 2024 11:33 AM
Jennie Coleman has been recognized as one of ‘Canada’s Most Admired CEOs’ for 2024 by Waterstone Human Capital.(Photo courtesy of Equifruit)
Equifruit President Jennie Coleman has been recognized as one of the “Canada’s Most Admired CEO” winners for 2024, a program presented 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,” Marty Parker, president and CEO for Waterstone Human Capital and chair of the “Canada’s Most Admired” program, said in a news release. “This year’s winners actively craft high-performance cultures and serve as an inspiration for others who want to do the same.
“We look forward to celebrating their success and the impact culture is having on their growth and performance,” Parker added.
Equifruit has earned its place on the Canada’s Top Growing Companies list for three consecutive years, a testament to its consistent growth and market impact, the company said. However, this success is not solely measured in financial terms.
As a Fairtrade International licensee and Certified B Corp, Equifruit is committed to meeting the highest standards of social and environmental performance, accountability and transparency, the release said, adding that Coleman’s leadership has ensured that Equifruit’s growth remains firmly rooted in its mission: prioritizing fairness in every transaction, whether with retailers, farmer partners or team members.
The company says its innovative marketing has helped engage consumers while raising awareness of the importance of fair trade bananas.
“Equifruit’s growth story isn’t just about numbers; it’s about making a real difference,” Coleman said. “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, Equifruit has championed fair treatment and fair pay for banana growers. Under Coleman’s leadership since 2013, the company says it has expanded its impact, redefining what consumers expect from the produce aisle.
“The banana industry is not rainbows and unicorns,” Coleman said. “The reason there’s a need for Fairtrade is that major problems need to be addressed. That’s what drives us every day.”
The company said the 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.