Equifruit, a Montreal-based importer of Fairtrade International-certified bananas, has named Owain Hoefle sales manager for western North America. Based in British Columbia, Hoefle will be responsible for developing key retail relationships across Canada and the U.S.
Hoefle brings extensive experience in produce, floral and grocery to the role. During his 17 years at Pattison Food Group, he rose through the ranks from store-level operations to director of produce, floral and bulk, a role in which he developed deep expertise in category management and retail produce programs, according to a news release.
He most recently served as key account manager at Rainbow Greenhouses. Having worked on both the operational and commercial sides of grocery retail, Equifruit says Hoefle has a firsthand understanding of what it takes to build and sustain successful produce programs at scale.
“After two decades building relationships across retail, you develop a clear sense of what a great brand looks like, and Equifruit has built something genuinely worth representing,” says Hoefle. “I look forward to bringing that story to more retailers across western North America and growing a program that delivers real impact for farmers and communities.”
Hoefle joins Equifruit as the company continues its rapid growth across North America. Recently named to The Globe and Mail’s Top Growing Women-Led Companies list for the second consecutive year, Equifruit has expanded its Canadian footprint through a partnership with Pattison Food Group.
“Owain brings deep roots in western Canadian produce and experience building retail relationships in the markets we’re growing in,” says Kim Chackal, vice president of sales and marketing and co-owner of Equifruit. “We’ve long believed that the right people make all the difference in bringing Equifruit fair trade bananas to more shelves, and Owain is exactly the kind of seasoned, values-aligned team member who can do that.”
Your next read:
