Equifruit's Jennie Coleman Recognized as One of Canada's 100 Most Powerful Women

Equifruit, North America's market leader in Fairtrade-certified bananas, is thrilled to announce that Jennie Coleman, President and Co-owner, has been named one of Canada's Top 100 Most Powerful Women by the Women's Executive Network (WXN) for 2025.

This award shines a spotlight on Jennie's visionary leadership and impact-driven ethos. Since acquiring Equifruit in 2013, she has propelled the company's growth while prioritizing ethical business practices. With the Fairtrade banana company appearing on The Globe and Mail's list of Canada's top growing companies for four consecutive years, Equifruit is proof that business success and social responsibility can go hand in hand.

"I'm deeply grateful to be recognised as one of Canada's Most Powerful Women," said Coleman. "Equifruit might not be 'powerful' in the conventional sense of the word, we don't have massive assets or a global workforce. But what we do have is the strength of our moral clarity. We know what we stand for, what we're trying to achieve, and we refuse to compromise on our values. Power, I've learned, doesn't have to come from scale, it comes from purpose."

As a certified B Corp, Equifruit's ethical business values are legally embedded through a "mission lock". This legal commitment to business as a force for good, a core part of the B Corp certification, means that Equifruit's principles will always be central to the business even as it grows and develops. This award underscores Equifruit's enduring commitment to a fairer banana industry.

The WXN Canada's Most Powerful Women award recognizes women who make a transformational difference in their fields. Jennie joins the distinguished ranks of previous winners including Lisa LaFlamme, award-winning international journalist; Dr. Makaziwe Mandela, global activist and daughter of Nelson Mandela; and the Honourable Rona Ambrose, former leader of Canada's Official Opposition in the House of Commons.

About Equifruit

Established in 2006, Equifruit is North America's leading Fairtrade-certified banana importer and marketer. We're a growing produce aisle sweetheart: a certified B Corp, and proudly women owned. We're righting the wrongs of banana business history by making fair pay for banana farmers as interesting, followable and loved as pop culture.

Press Contact:

Georgia Crump
1-833-511-3247