Coleman was recognised by Waterstone Human Capital for the “inspirational culture” she has helped nurture at the Fairtrade banana company
Equifruit, Canada’s leading Fairtrade-certified banana company, has announced that its president, Jennie Coleman, has been recognised as one of Canada’s Most Admired CEOs for 2024 by Waterstone Human Capital.
Equifruit said that Coleman’s leadership had ensured that the company’s growth remained “firmly rooted in its mission” of prioritising fairness in each transaction, whether with retailers, farmer partners or team members”.
Marty Parker, president and CEO of Waterstone Human Capital and chair of the Canada’s Most Admired programme, commented: “These awards recognise the very best in corporate culture – those leaders and organisations that have built and nurtured performance-driven cultures and that are at the forefront of culture best practices. This year’s winners actively craft high-performance cultures and serve as an inspiration for others who want to do the same.”
Equifruit said its innovative marketing — “a fresh, humorous approach in a crowded grocery landscape” — had raised awareness of the importance of Fairtrade bananas while engaging consumers.
For the last three consecutive years, Equifruit has won a spot on Canada’s Top Growing Companies list, which it said was testament to its consistent growth and market impact.
“However, this success is not solely measured in financial terms,” the company stated. “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.”
