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Longo’s becomes first North American retailer to offer only Fairtrade bananas

With commitment, Canadian retailer ensures farmers guaranteed fair income and support to lower environmental impact

Michael Browne, Executive Editor

May 6, 2021

2 Min Read
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Effective May 6, all 36 locations of Longo’s and online Grocery Gateway delivery will exclusively offer both conventional and organic Fairtrade bananas.Longo's

South Ontario-based Longo Brothers Fruit Market has become the first grocery retailer in North America to commit to offering only Fairtrade bananas, the company announced Thursday. The commitment is made possible through a partnership with the Canadian company Equifruit, Canada’s leading Fairtrade-certified banana importer.

Effective May 6, all 36 locations of Longo’s and online Grocery Gateway delivery will exclusively offer both conventional and organic Fairtrade bananas.

The decision sets a new standard for sustainable produce supply chains in North America, the companies said. The announcement is aligned with Fairtrade Month, which takes place each May in Canada.

With this commitment, Longo’s says it is ensuring that the farmers and communities where its bananas are sourced are guaranteed a fair and sustainable income and that farmers get financial and technical support to lower their impact on the environment. The move is the latest in Longo’s long line of sustainability initiatives centered around environmental stewardship, responsible sourcing and healthy communities, including waste diversion, use of renewable energy and community donations.

“We aim to be the most trusted and relied-upon food partner, and that includes setting 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.”

Related:Sobeys parent Empire to acquire majority stake in Longo’s

Longo's Fairtrade_2.jpg

To meet International Fairtrade Standards, banana producers must provide fair wages and safe working conditions for workers, forbid child labor, minimize the use of chemicals and properly sustain the local environment.

In meeting Fairtrade's social sustainability standards, Equifruit and Longo's reinvest $1 per standard 40-pound case of bananas sold back to the communities where the bananas were produced. These funds are used for projects like clean water facilities, schools and health clinics.

“Produce has always been the backbone of our business, and responsible sourcing is not only incredibly important to us but is at the core of our family values,” said Mimmo Franzone, director of produce and floral at Longo’s. “We are proud to be taking these important steps with Equifruit to ensure we can continue to fuel happier and healthier lives around the globe for years to come.”

“Fairtrade standards provide essential income stability to banana farmers working in an otherwise highly volatile market and empower them to invest in their communities,” added Jennie Coleman, president of Equifruit. “Fairtrade purchasing is the most pragmatic approach to ensuring these communities continue to develop and provide the world with its favorite staple fruit.”

Related:Longo’s latest store showcases ‘grocerant’ concepts

To meet International Fairtrade Standards, banana producers must provide fair wages and safe working conditions for workers, forbid child labor, minimize the use of chemicals and properly sustain the local environment.

About the Author

Michael Browne

Executive Editor, Supermarket News

Michael Browne joined Supermarket News in 2018 after serving in managing and executive editor capacities at leading B2B media brands including Convenience Store NewsLicense Global and Travel Agent. He also previously served as content production manager for print and digital in the Business Intelligence division of Informa, parent company of Supermarket News and Nation’s Restaurant News.

As executive editor, Mike oversees the editorial content of supermarketnews.com as well as the monthly print publication. He also directs all content-based brand-related projects including the annual Top 75 Retailers report, Category Guide, Retailer of the Year, research surveys and special reports, as well as podcast and webinar content. Mike has also presented and moderated at industry events.

In addition to the positions mentioned above, Mike has also worked as a writer and/or editor for special projects at American Legal Media (ALM), managing editor for Tobacco International, special projects editor at American Banker • Bond Buyer, and as production editor for Bank Technology News and other related financial magazines and journals published by Faulkner & Gray.

A graduate of Fordham University, Mike is based in New York City, where he was born and raised.

Contact Mike at [email protected] or follow him on Twitter and LinkedIn.

 

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