Equal Exchange Supports Small-Scale Farmers

Equal Exchange was founded in 1986 to support small-scale coffee growers in response to the embargoes imposed on Nicaragua by the US government. Two decades later, the company partnered with two other organizations to launch a fair trade banana program in the US.

“The goal of the organizations was to create a platform for small-scale farmers to participate and fairly compete in the global marketplace, which is dominated by plantations and consolidated corporations and which has a long history of human rights abuses,” says Emily Gove, organizational development manager for the West Bridgewater, MA-based company.

Emily Gove, Organizational Development Manager, Oké USA

Oké USA sources and sells bananas and avocados under the Equal Exchange brand and was part of Equal Exchange’s launch of an avocado program in the US in 2013.

“The Mexican avocado industry is controlled by a small number of packhouses, leaving little power to farmers around branding and price negotiation,” said Monica Foss, marketing and customer relations manager for the company. “In all of its supply chains, Equal Exchange seeks to build an alternative network that supports small-scale farmer cooperatives, local communities, independent businesses, and the environment.”

“The goal of the organizations was to create a platform for small-scale farmers to participate and fairly compete in the global marketplace, which is dominated by plantations and consolidated corporations and which has a long history of human rights abuses.” – Emily Gove

Over the years, the company has discovered that for imported products, the organic label, though important, falls short of upholding the tenets of sustainability for all people.

“The fair trade model works to dismantle inequities that the organic label alone cannot address—access to capital, gender equality, workers’ rights, and community resilience,” Gove said. “We believe that small farms more easily meet and exceed Fairtrade and organic standards by offering greater biodiversity and promoting land ownership and stewardship.” 

In the past two years, Equal Exchange has launched two new producer partnerships in bananas and avocados.

Monica Foss, Marketing and Customer Relations Manager, Oké USA

“With continued sales growth in the US, we are proud to support more small-scale farmers through the Equal Exchange brand,” Foss said. “In 2021, EqualExchange purchased produce from over 1,300 small-scale farmers and [grew] partnerships with independent retailers and cooperatives across the country.”

“In all of its supply chains, Equal Exchange seeks to build an alternative network that supports small-scale farmer cooperatives, local communities, independent businesses, and the environment.” – Monica Foss

For instance, the company has robust programs with MOM's Organic Market and FreshDirect on the East Coast, which have helped to increase consumer awareness around fair trade and organic fruit.

“We have also seen the retail co-op movement grow over the years, and we owe much of our success to these value-aligned organizations,” Gove said. “Thanks to the work of co-ops in the Midwest, Equal Exchange and Co-op Partners Warehouse also launched our first co-op to co-op to co-op banana supply chain in 2020.”

Equal Exchange has been growing its team for both its banana and avocado programs, adding new staff who have brought fresh perspectives and experience.

“The fair trade model works to dismantle inequities that the organic label alone cannot address—access to capital, gender equality, workers’ rights, and community resilience.” – Monica Foss

“At origin, our partners have reinvested their Fairtrade premium into new projects,” Foss said. “From solar panels to bio-fermentation and agroforestry initiatives, farmer cooperatives are setting a new standard for international agriculture.”

The company also has new packaging on the horizon that will offer stores a way to sell its smaller avocado sizes at a great price point. 

“There is a greater recognition of the Fairtrade label, and consumers are expressing greater interest in knowing both where their food comes from and the quality of life of the people who grew it,” Foss said. “With rising prices, more consumers are demanding transparency around the products they buy and concrete steps companies are taking to solve problems like climate change.”

Vendors of organic and fair trade products are uniquely equipped to offer produce that aligns with these values, she added. As an alternative trade organization, Equal Exchange offers opportunities for traceability and solidarity that the modern consumer is seeking.

“There is a greater recognition of the Fairtrade label, and consumers are expressing greater interest in knowing both where their food comes from and the quality of life of the people who grew it.” – Monica Foss

“We’ve been excited to see the success of retailers that have increased their banana prices this year,” Gove said. “Despite the entrenched mentality that bananas are loss leaders, our partners have been able to increase their banana price with little to no impact on volume sold. Retail produce managers are making a huge, lasting impact.”

Equal Exchange’s mission is to amplify small-scale farmers’ presence in the global market through fair trade and cooperative models.

“We believe that a vibrant economy must include a network of cooperative and alternative businesses where workers and members are democratic participants,” Gove said. “We cultivate long-term business relationships based on trust, empowerment, and transparency. We value people, social justice, and positive change through education.”

“Despite the entrenched mentality that bananas are loss leaders, our partners have been able to increase their banana price with little to no impact on volume sold. Retail produce managers are making a huge, lasting impact.” – Emily Gove

Looking ahead, the company plans to grow demand beyond organic-only businesses and build support for organics and fair trade with independent retailers that have historically purchased conventional-only produce. 

“We aim to continue not only to grow sales but to change the food system as we know it,” Foss said. “We hope to lead the industry forward and inspire other alternative trade organizations to take shape. We plan to not just market to consumers but to continue promoting education throughout the retail landscape, creating opportunities to connect people in different parts of the supply chain, sharing stories, and amplifying voices that aren’t often heard.”