Between January and July 2024, Colombia experienced a significant growth in its banana exports, with over 63.7 million boxes sent out, marking a 10 million box increase compared to the same period in 2023. This growth resulted in a 15.8% rise in the value of external sales, escalating from US$510.6 million in 2023 to US$591.5 million in 2024. The banana industry is vital to Colombia's economy, especially in regions such as Urabá and Magdalena, providing employment for 50,000 people. The Colombian Banana Growers Association, Augura, is planning to use its participation in the Fruit Attraction 2024 event in Madrid to strengthen trade relations and advocate for fair prices, emphasizing the industry's social and environmental sustainability.