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Equifruit helps Longo’s switch to Fairtrade Canadian group becomes first retailer in North America to sell exclusively Fairtrade bananas in all its stores. by Mike Knowles @mikefruitnet
C
anadian group Longo’s has set a new standard
ABOVE—Equifruit sources its fruit from Ecuador and Peru
for sustainable produce supply chains by
BELOW—The supplier uses outlandish claims on its packaging
becoming the first grocery retailer anywhere
to evoke a positive emotional response among shoppers
in North America to commit to selling exclusively Fairtrade-certified bananas.
Photo: Equifruit
Following a successful trial, the company has now switched its entire banana offer – in all 36 of its stores as well as via its delivery service Grocery Gateway – to
retailer in North America to make a full switch to
Fairtrade conventional and organic.
Fairtrade, and to price their bananas in accordance
Announcing the decision, Longo’s said it
with Fairtrade’s standards on both the cost of
wanted to guarantee fair and sustainable
sustainable production and social premium
incomes for farmers and communities, as
contributions.“
well as to offer technical support and
She added: “We at Equifruit are very excited to
reduce the environmental impact of
partner with Longo’s, and to be able to report soon on
its banana sourcing.
the impact of this move for our grower partners in
“We aim to be the most trusted and relied-upon food partner, and that includes se ing sustainability precedents,” said Mike Longo, chief merchandising officer at Longo’s. “We’re proud to be the first North American retailer to initiate what is
becoming a global
purchasing standard for bananas.” The move coincides with Canada’s annual Fairtrade Month, and also represents a major milestone for the retailer’s supply partner, Quebec-based Equifruit.
36
stores, plus Longo’s web platform Grocery Gateway, will sell only Fairtradecertified bananas
REINVESTMENT IN PEOPLE By meeting Fairtrade’s social sustainability standards, Equifruit and Longo’s said they would reinvest US$1 per standard 40lb case sold back to the communities where the bananas were produced. These funds are used for projects like clean water facilities, schools and health clinics, they said. “Fairtrade standards provide essential income stability to banana farmers working in an otherwise highly volatile market and empower them to invest in their communities,” Coleman explained. “Fairtrade purchasing is the most pragmatic approach to ensuring these communities continue to develop and provide the world with its favourite staple fruit.” Mimmo Franzone, director of produce and floral at
Speaking exclusively to Fruitnet, Equifruit’s president
Longo’s, said fresh produce had always been the
Jennie Coleman described the news as a “major
backbone of the group’s business, and responsible
milestone” for Fairtrade bananas.
sourcing was at the core of its family values. “We are
“While many European retailers have had long-
02
Ecuador.”
proud to be taking these important steps with Equifruit
standing 100 per cent Fairtrade commitments on
to ensure we can continue to fuel happier and healthier
their full banana offerings, Longo’s is the fi rst
lives around the globe for years to come.” _
fresh focus banana 2021
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