Loubna El Wacham, 32

Digital Marketing Specialist, Equifruit, Montréal, Quebec

June 12, 2026 | 3 min to read

SHORT BIO

Hometown: Montreal
Hobbies: Dance (salsa), Traveling, Biking, Running
Family/Community: Projets Autochtones du Québec (PAQ), Native Women’s Shelter of Montreal, Association Québécoise du Commerce Équitable
Motto: It always seems impossible until it’s done.

El Wacham represents the next generation of leadership in the produce industry, bringing creativity, strategy, and purpose to how fresh produce is communicated to consumers. Five years ago, she started at Equifruit as marketing coordinator and has since worked her way up.

As digital marketing specialist at Equifruit, she develops campaigns and collaborations that help audiences understand the people and stories behind their fruit. In 2025, she led more than 20 digital collaborations, generating over 6.8 million impressions and 26,000 website visits, significantly expanding awareness of Equifruit Fairtrade bananas.

She also developed a Fairtrade Month toolkit for retail partners, equipping them with social media templates and educational content to better communicate the value of fair trade bananas in-store, and led a 2025 International Women’s Day campaign with Les Filles Fattoush, highlighting women-led food brands. Beyond Equifruit, she is actively engaged in the produce and fair trade community, volunteering for the past five years with AQDFL (Association Québécoise De La Distribution De Fruits Et Legumes / Quebec Association of Fruit and Vegetable Distribution) and AQCÉ (Association Québécoise Du Commerce Equitable / Quebec Fair Trade Association).

Q: How did you begin working in the produce industry and why?

My first role in the produce industry was with Equifruit. I was looking for a company aligned with my values — one that creates real impact for people and the planet — and Equifruit checked every box. From day one, I became a Banana Badass, ready to help disrupt the banana industry and make it fairer for farmers.

Q: What is the one thing in produce that you are most passionate about?

What excites me most is how a simple banana can change everything. Before Equifruit, I didn’t know the full story about the banana trade. Now, I’m passionate about helping people understand why bananas shouldn’t be so cheap and why fair trade matters for a sustainable future.

Q: What accomplishment are you most proud of in your career?

I’m most proud of having the courage to leave my previous role at a web agency and finding Equifruit. It was exactly the alignment I was looking for, using my digital marketing skills to support a meaningful purpose: disrupting the banana industry to make it fairer for farmers.

Q: What do you think drives growth the most in the industry?

Growth comes from aligning produce with the realities of today’s world. When environmental and ethical standards are built into supply chains, it meets what consumers are already looking for, and that’s what drives demand.

Q: What are some trends you think fuel consumers to purchase more produce?

Certifications such as Fairtrade, women-owned, and B Corp help signal that a brand is doing things differently. More and more, consumers want to support products that reflect their values, not just their budgets, and understand how their food is produced and who it supports.