Powered by insights, Equifruit’s savvy sustainability battle is winning ground in the banana wars | Maru Group

Battle on the banana front

Fair trade has had a lonely existence. For decades it struggled alone to bring better working conditions, higher pay, and hope to artisans and farmers battling poverty. It has a new life partner now, sustainability, and together, they are making progress.

The say/do gap

I spoke with Kim Chackal, Director of Sales and Marketing for Equifruit, at the We Better Behave! event to learn how they are disrupting the market with their 100% Fairtrade promise.

Emotional signature: ideal

May I have your attention?

The best way to form an emotional connection with consumers is through human stories — those of the farmers and how their lives have changed positively. These resonate the most with people, because they address important concerns about companies treating workers ethically and sourcing materials in a sustainable way.

  • The only banana on 5G.
  • The only banana to binge watch.
  • The only banana to reverse aging.

What advice would you give?

Equifruit saw success by taking their brand’s unique selling proposition (fair trade) and developing a campaign that connected emotionally with consumers breaking the say/do gap. They did this in a way that our research has revealed is effective in bringing behavioral change; by aligning with the emotional needs consumers have in sustainability. They made it easy and gave them confidence to make the smart choice by connecting with a brand that is taking creative steps to make a difference. Consumers will act if you connect emotionally on their deeper needs, rather than only obvious and rational price and availability factors. A brand or service and its consumers are like two pieces of a puzzle that fit perfectly. If your marketing activities aren’t working, be prepared to make impactful changes to reach your target audience so that you click into place.

--

--

Maru helps its clients make informed decisions in real-time by combining proprietorial software, deep industry experience, and unique IP in system 1 apps.

Love podcasts or audiobooks? Learn on the go with our new app.

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store
Maru = Software + Advisory Services

Maru = Software + Advisory Services

Maru helps its clients make informed decisions in real-time by combining proprietorial software, deep industry experience, and unique IP in system 1 apps.