Equicosta was founded in 2006 by mother-daughter team Danielle and Julie Marchessault. Danielle's experience in community development and Julie's in international cooperation blended well to give birth to Equicosta, a fairtrade business with north-south community development values.

Danielle retired towards the end of 2013 - and ownership passed to Jenny Coleman, mum to three small children and entrepreneur. Jennie combines 15 years of business experience with a passion for international development, grounded in two years of volunteer work in Namibia in the mid-90s. In 2014, Equicosta became Equifruit - a move intended to better represent the company, since the bananas are from Ecuador and Peru, and not Costa Rica (as many assumed).