2025 Star Women in Grocery Award Winner Jennie Coleman (Q&A)
Jennie Coleman
President
Equifruit
What's your superpower?
I’m a team builder. As Equifruit has grown and we’ve hired more people with specialized skills in sales, marketing, sourcing, finance and operations, I’ve been able to focus on HR and organizational development. My job is to ensure each of these people know their role and how best to contribute to our vision of “Global Fairtrade Banana Domination.” My two favourite weeks of the year are our in-person meetings in Montreal, during which I carefully plan out (hopefully non-cringey) activities for us to bond as a team, laugh, find common ground and safe spaces, and build trust.
Best advice you've received?
“Don’t smile so much.” Oddly, this was the best and worst advice I’ve ever received. Worst because, pardon … what? And best because it made me realize that some advice is just ridiculous. You’re going to go further just being you, smiles and all.
What is a career challenge you've faced?
In my early years with Equifruit, I was often talked down to, as if selling Fairtrade bananas was some kind of Girl Guide project that was cute and laudable but impossible to execute in the real world. My business partner Kim Chackal and I just pressed on, not taking no for an answer and looking for those buyers who understood the need for change in the banana industry and were on board with our mission. Equifruit has now been on The Globe and Mail’s Top Growing Companies list for three years running.
What is your leadership style/philosophy?
My leadership philosophy is reflected in Equifruit’s statement of values: We espouse compassion, creativity and commitment to change. I try to model these values by sticking to our guiding mantras such as “don’t work with jerks,” “refuse to be ignored,” and my favourite, “Sí se puede,” which means “We can do it”. Might sound hokey, but these are a constant in the management of our business, providing an ethical framework that our team can rely on.
What is your proudest moment?
I think I’m living it now! Equifruit has grown beyond what I could have imagined back in 2013 when I bought the company. With growth comes impact: In 2024, Equifruit contributed nearly $1.5 million in Fairtrade premiums to our grower partners and their workers through our sales of Fairtrade bananas, and sometimes I can hardly believe all that was done by our 21-strong team of banana bada$$es.
What is a fun fact about you?
I’ve been working away for the last couple of years to clear a long, winding toboggan run down the hill behind our cottage. I’ve spent hours out in the woods with our Labrador, Casimir, trying to map out the best twists and turns and drops to make sure it’s exciting, while ensuring no one ploughs into a tree or off a cliff. It’s really just an excuse to have some quiet time in my happy place, and I love it.
Click here for the full list of 2025 Star Women in Grocery Award winners.