E278 Kim Chackal: Rethinking Loss Leaders and Fair Trade Bananas

Kim Chackal is the Co-Owner and VP of Sales and Marketing at Equifruit. Over the past decade she has  established Equifruit as the North American market leader for Fairtrade-certified bananas and her sights  are set on Global Fairtrade Banana Domination. Her fearless and bold approach is making waves in the  produce industry. In 2021, Kim was recognized as “Produce Person of the Year” by the Ontario Produce  Marketing Association. In 2022, she was recognized on The Packer 25 list which highlights leaders,  innovators and agents of change across the fresh produce supply chain. In 2024, Grocery Business  Magazine selected her as an Outstanding Women in Produce and The Packer recognized her as the  Produce Marketer of the Year. In 2025, the Globe and Mail listed Equifruit as one of the Top Growing  Women-Led Companies in Canada. With 20 years of sales experience, she loves challenging people to  rethink their consumption habits and consider Fairtrade as a sustainable solution in produce.