Publications
Publications
- June 2024 (Revised October 2024)
- HBS Case Collection
Equifruit
By: Elizabeth A. Keenan and Annelena Lobb
Abstract
Jennie Coleman, president of Fairtrade banana company Equifruit, considered how best to position her firm and brand to increase sales of Fairtrade bananas in the U.S. and Canada. She saw her biggest challenge as convincing retailers that consumers would be OK spending more than the bare minimum for bananas.
Keywords
Plant-Based Agribusiness; Food; Goods and Commodities; Brands and Branding; Product Positioning; Sales; Agriculture and Agribusiness Industry; Food and Beverage Industry; Ecuador; Guatemala; Canada; United States
Citation
Keenan, Elizabeth A., and Annelena Lobb. "Equifruit." Harvard Business School Case 524-070, June 2024. (Revised October 2024.)