Owain Hoefle

WORK HISTORY

EDUCATION

ABOUT OWAIN HOEFLE

Owain Hoefle spent 17 years at Pattison Food Group, starting on the floor and eventually becoming Director of Produce, Bulk and Floral, one of the largest produce operations in Western Canada. He didn\'t get there through shortcuts. He got there by learning every corner of the industry, earning the trust of growers, suppliers, and the teams he led, and building relationships that have lasted decades.Early in his career, Owain also ran his own small business from 2006 to 2008, an experience that sharpened his commercial instincts and gave him a firsthand understanding of what it means to be accountable for every decision.After Pattison, he took on a national sales role at Rainbow Greenhouses, managing major retail accounts across Costco, Walmart, Home Depot, and IKEA. It deepened an already strong conviction: that the best results come from genuine partnerships, not transactions.Becoming a father changed how Owain sees the world. It made him look harder at where things come from, who grows them, and whether the people at the beginning of the supply chain are treated with dignity. That shift led him to Equifruit, Canada\'s leading 100% Fairtrade, B Corp certified banana importer, where he now serves as Sales Manager for Western North America to grow banana categories while ensuring the people at the beginning of the supply chain are paid fairly.He joined because Equifruit knows exactly who they are. They don\'t treat Fairtrade as a marketing checkbox. It\'s the whole point. For Owain, that matters. He wants to believe in what he\'s selling, and for the first time in his career, the product, the mission, and his values are all pointing in the same direction.He is based in the Fraser Valley and covers Western Canada and the Western United States.Learn more: