Pattison Food Group Elevates Banana Program with Equifruit Partnership
In a significant move toward ethical sourcing, Pattison Food Group has announced a new partnership with Equifruit, transitioning its organic banana program to this Canadian, female-owned company. The launch event at Pattison's head office in Langley, British Columbia, on February 12, 2026, marked the introduction of Equifruit's 100% Fairtrade organic bananas across Western Canada.
A Commitment to Fair Trade and Sustainability
Equifruit, established in 2006, is North America's leading Fairtrade-certified banana importer, working exclusively with farmers approved by Fairtrade International. This organization is widely recognized as one of the most trusted sustainability labels, dedicated to making trade fairer for food producers worldwide.
Through this collaboration, Pattison Food Group and Equifruit will directly support sustainable incomes and improved working conditions for banana growers in Latin America. The Fairtrade Standards enforced by this partnership prohibit child labor and provide farmers with resources to reduce their environmental impact.
Executive Perspectives on the Partnership
"Switching to Equifruit organic bananas is a natural fit for Pattison Food Group," said Justin McGregor, general manager of produce and bulk at Pattison Food Group. "They share our values of fairness, transparency and collaboration that benefits everyone, from growers to shoppers."
Jennie Coleman, president and co-owner of Equifruit, emphasized the importance of stability in the banana industry. "In a highly volatile global banana market, Fairtrade provides a level of stability for banana farmers," Coleman explained. "That stability allows them to invest in a better future for themselves and their communities, and a more sustainable future for the banana industry."
Community Benefits and Premium Distribution
A key component of the Fairtrade model is the Fairtrade Premium, which is paid directly to growers. This additional funding supports community projects such as education programs, clean water facilities, and housing improvements. These initiatives help create more resilient farming communities while promoting sustainable agricultural practices.
Retail Availability and Company Background
Equifruit Fairtrade organic bananas are now available at Pattison Food Group stores including Save-On Foods, PriceSmart Foods, Urban Fare, Buy-Low Foods, Quality Foods and Nesters Market across Western Canada.
Pattison Food Group, established in 2021 as part of the Jim Pattison business empire, is Western Canada's leading provider of food and drugs. The group operates nine retail grocery banners and employs nearly 30,000 team members across over 300 food and drug retail locations.
Equifruit represents a growing trend in ethical consumerism as a Canadian-owned, women-owned B Corporation committed to transforming traditional banana business practices. The company aims to make fair compensation for banana farmers as engaging and visible as mainstream consumer trends.
