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What if your values were simple enough to live by—and strong enough to shape an industry?

In this episode, I sit down with Jennie Coleman, President & Co-Owner of Equifruit, to talk about fair-trade bananas, fearless leadership, and why “Don’t work with jerks” might be the most effective HR policy you’ll ever write.

✨ Episode Highlights

• 🍌 The bold vision behind global fair-trade banana domination
• ❤️ How Equifruit’s three core values—Compassion, Commitment to Change, and Creativity—drive every decision
• 🚫 What “Don’t Work with Jerks” really means (and how to enforce it with empathy)
• 🧩 Turning culture into action—from hiring to supplier partnerships
• 🌍 Leading with values even when you’re the smallest player in a giant industry

Because culture isn’t a poster on the wall—it’s the daily choice to lead with compassion and courage. And when your values are clear, you don’t just build a stronger team—you build a business you’re proud to lead.

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