The Association of Banana Growers of Magdalena and La Guajira organized a discussion, "Banana Producers for a Fair Price," in Santa Marta, bringing together small producers, international trade experts, and social leaders to emphasize the necessity for fair pricing for bananas. The discussion highlighted the financial challenges of the Colombian banana industry, the impact of social programs, and the need for a price that reflects the shared responsibility between producers, marketers, and buyers. The findings will be presented at the Fruit Attraction meeting in Madrid, with ASBAMA planning to engage with European buyers to raise awareness about the true situation of banana growers. The event also underscored the social impact of the banana sector, addressing the struggles of producers to meet European quality standards and the challenges faced by the industry, including labor shortages, security issues, and the undervaluation of farms.