Equifruit’s latest marketing campaign brings together free goat yoga sessions with the promotion of the brand’s Fairtrade bananas. This initiative, which will take place on April 18th and April 19th, presents a creative and engaging approach to raising awareness about ethical food sourcing.

Equifruit’s event was held in partnership with Sprouts Farmers Market — a retailer with a reputation for natural and organic food products — in Arizona. By associating its product with the playful, Instagram-worthy activity of goat yoga, Equifruit may have effectively bridged the gap between consumer entertainment and social responsibility. The Fairtrade bananas are noteworthy for their Fairtrade International certification, which ensures farmers receive sustainable wages and work under improved conditions. The event also seeks to highlight Equifruit’s unique position as a women-owned B Corp in the banana industry.

Image Credit: Equifruit