Banana Link Theory of Change

e-mail icon
Banana Link's mission is to work towards a world where the tropical fruit we eat provides decent work and secure livelihoods and is environmentally sustainable and friendly. A world where all workers and small farmers can have a voice in decisions that affect them.
Our theory of change
Our Theory of Change shows what we do, in terms of the activties we undertake, and how these activities inter-relate to help us bring about the change for the better that we would like to see in tropical fruit export production.
The Theory of Change is intended to compliment our Mission and Strategy, by illustrating the dynamic framework within which we work with partners, stakeholders and multipliers towards our strategic aims and goals. 

Our objectives

We aim to achieve tangible changes in the lives of people working in banana and pineapple chains that incorporate:

  • Fair and ethical trade practices which are based on a fair living wage, equitable distribution of value along the chain, and competitive market access for small producers
  • Dignity for workers and respect for labour and trade union rights
  • Sustainable production systems which reduce dependence on hazardous substances and minimise adverse health and environmental impacts on natural resources, workers and communities
  • Constructive dialogue between all economic and non-economic stakeholders that accelerates a transition to fair, equitable and sustainable banana and pineapple chains worldwide

Our priority activities

Working alongside our partners and stakeholders, our priority areas of work include:  

Workers & trade unions

  • Building of capacity for workers and their trade unions in producer countries to secure collective bargaining agreements, respect for labour rights, living wages and decent work
  • Building capacity of trade unions to challenge industrial monoculture production systems and promote agro-ecological alternatives
  • A focus on women’s education and building capacity of trade unions to address gender issues, including the gender pay gap, workplace discrimination, health and safety risks (especially for pregnant and nursing mothers), gender based violence and sexual harassment

Small farmers

  • Working with small farmer organisations to design alternative agro-ecological production systems
  • Develop inter-regional information sharing between small farmers


  • Dialogue with producers, particularly with emerging medium-sized producer companies
  • Educating production companies on alternative agro-ecological production


  • Pressure on retailers to ensure living wages, decent work conditions and respect for labour rights in supply chains, governments and regulators to ensure that these are enforced
  • Pressure through the World Banana Forum for positive dialogue between producers, retailers, small farmers organisations, trade unions and NGOs


  • Influence higher education institutions, including business and management schools, to address ethical practices in supply chains
  • Support funding for research on alternative agro-ecological production methods 


  • Raising consumer awareness of the true costs of tropical fruit production and engaging them in action in support of our campaigns and urgent actions