Where PASSION becomes action

Kim Chackal: Bananas ABOUT… WELL, BANANAS

Co-owner, Vice President
Sales and Marketing
Equifruit Inc.

As soon as the words: “Bananas shouldn’t be so cheap” hit my ear, I knew the produce industry would be my new home. After learning more about how using bananas as a loss leader has forced thousands of banana farmers into a cycle of generational poverty, I knew I wanted to use my wit and tenacity as a force for good.

My current passion is shifting the perception of sustainability into something tangible and, quite frankly, cool. Who doesn’t want to feel like a hero each time they put a bunch of bananas in their basket? Equifruit is all about making Fairtrade as appetizing as pop culture.

My first mentor in the produce industry is my now business partner, Jennie Coleman. She showed me the ropes, brought me down to origin, and together, we filled in the knowledge gaps.

We’re also known as the “Banana Badass.” It’s pretty badass to look at a business model that you think is broken, up against these multibillion-dollar brands, and say, “You know what, if it doesn’t exist, we’re going to build it.”

Over the last three years, I’ve become much more involved in different industry associations and have had the pleasure of meeting many who would guide me with their tips and tricks on how to succeed in this industry.

My mom taught me from a young age that you have to network to figure out your way in the world — treating people the way you want to be treated opens many doors. What keeps me passionate is just knowing that when we’re dealing within certifications like Fairtrade, we are working within a framework to ensure we have fairness in our supply chain.