Jennie Coleman has been the owner / president of Equifruit since 2013. She combines a lengthy career in business with longstanding social justice roots, set during two years’ volunteer work in Namibia in the mid-90s. She loves fair trade for its pragmatic approach to sustainable business. She loves Equifruit for… the fruit (YUM!), the farmers and the fact that something as simple as eating a fair trade banana can have such a positive impact on someone’s life and community.

Jennie has been widely recognized as an outstanding leader in the produce industry. She serves on the boards of the Canadian Produce Marketing Association (CPMA) and Banana Link. Her accolades include being named one of The Packer’s Women in Produce (2021), an Outstanding Woman in Produce by CPMA and Grocery Business Magazine (2022) and receiving the Global Women Fresh – Women in Produce Award (2023). That same year, Jennie was honored with the prestigious RBC Canadian Women Entrepreneur Award. In 2024, she was named one of Canada’s Most Admired CEOs by Waterstone Human Capital. Under Jennie's leadership, Equifruit has been recognized as one of Canada’s Top Growing Companies for three consecutive years, showcasing its remarkable growth and dedication to ethical business practices.