Fairtrade banana leader Jennie Coleman recognized among Canada's Most Powerful Women

Jennie Coleman, President and Co-owner of Equifruit, North America’s market leader in Fairtrade-certified bananas, was named one of Canada’s Top 100 Most Powerful Women of 2025 by the Women’s Executive Network. 

This award shines a spotlight on Jennie’s visionary leadership and impact-driven ethos. Since acquiring the company in 2013, she has propelled the company’s growth while prioritizing ethical business practices.

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.

In a statement, Coleman said she was deeply grateful for the recognition and that, even though the company might not be "powerful" in the conventional way, the company has a lot going for it.

"What we do have is the strength of our moral clarity," she said. "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.”

Equifruit's legally binding mission

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. 

As a certified B Corp, the company'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 the company's enduring commitment to a fairer banana industry.

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