The Colombian Banana Association (Augura), which represents 78% of the banana-growing area for export, is focusing on sustainability and has 11 certifications. The industry ensures social sustainability with 100% formal employment and contributes significantly to municipal income. The association is seeking a price increase to maintain the collective bargaining process and to support workers, as banana production faces challenges in profitability and sustainability. Despite being the main supplier of bananas to Europe, the industry struggles with respecting labor rights and addressing cost and production issues. Augura's president, Emerson Aguirre Medina, recently met with supermarkets and international cooperation entities at Fruit Attraction in Spain to discuss these issues.