MONTREAL, CANADA - Ever heard of the Banana Badass movement? I hadn’t either, that is until Kim Chackal’s latest announcement came across our desks. Equifruit revealed that the woman behind its genius marketing and phenomenal sales growth has been promoted to Vice President of Sales and Marketing.

“I wake up each Monday morning, excited to go to work. I think that says it all,” Chackal stated. “I have an incredible business partner in Jennie, who has supported my professional development since day one. We have built a team that is kind, hard-working and excited to be part of the Banana Badass movement.”

Chackal joined Equifruit in December 2014 under contract. She quickly moved from sales rep to sales manager, and in 2019, took on responsibility for Equifruit’s marketing as well in her new role as Director of Sales and Marketing.

In 2020, she managed a major rebranding project and has since overseen award-winning in-house marketing campaigns which have earned Equifruit fans around the world, a press release stated. In 2023, she became a Co-Owner of the business and joined Equifruit’s board.

“Thanks to Kim’s keen commercial sense, Equifruit has grown 20-fold since her arrival—which translates into significant impact for the small producers and plantation workers we advocate for,” President Jennie Coleman enthused. “She is laser-focused on achieving Global Fairtrade Banana Domination, but her ambition is communicated through warmth, humor, and a genuine desire to change the world. I’m quite certain she’s the only produce executive in history with the chutzpah to be photoshopped riding a shark to sell more Equifruit Fairtrade bananas.”

Chackal and her team will be exhibiting at the Organic Produce Summit next week. Swing by booth #318 to congratulate her on her well-deserved promotion!