Meet the messaging mastermind behind Equifuit, the North American market leader for Fairtrade bananas: Kim Chackal. As Co-Owner and Director of Sales and Marketing at Equifruit, Kim has spent the last 9 years shaping the brand to its current bright, almost cheeky state.

Kim and the team have set their sights on Global Fairtrade Banana Domination, and are doing so while successfully balancing messaging between education (around the historically dark reality of traditional banana farming) and humor and light-heartedness - no easy task!

Kim's fearless and bold approach is making waves in the produce industry. In 2021, Kim was recognized as “Produce Person of the Year” by the Ontario Produce Marketing Association and in 2022 she appeared on The Packer 25 list which highlights leaders, innovators and agents of change across the fresh produce supply chain. Kim was recently named 2024 Outstanding Women in Produce honoree by Grocery Business Magazine and the CPMA. With 20 years of sales experience, she loves challenging people to rethink their consumption habits and consider Fairtrade as a sustainable solution in produce.

This is such a fun, educational episode and truly a marketing masterclass. Introducing a true Banana Badass: Kim Chackal!