In the context of the continued challenges to Windward Islands bananas in the traditional market, and the effects on the economy and the livelihood of the farmers and rural communities in the region, WINFA mounted an aggressive lobby & advocacy campaign in support of Windward's bananas, and an equally intensive search for economic alternatives.

The objectives of this initiative included:

• Securing existing, and sourcing new and more sustainable market possibilities for Windward Island bananas and other agricultural produce;
• Working with different stakeholders to develop product's standards so to meet quality requirements; and to strengthen credit, marketing, business training and other services needed to facilitate growth of the agricultural sector.

One such initiative that was successfully pursued is the Fair Trade labeling program. Under this initiative farmers are guaranteed prices that won't be below their cost of production. In turn, farmers commit themselves to environmentally friendly practices and social enhancement standards.

The first Fair Trade banana from the Windward Islands was shipped in July 2002, to the UK market. As a result, many small farmers and their communities throughout the islands receive significant benefits from Fair Trade - directly, and through the social premium - and confidence in the Initiative has grown. The Fair Trade Initiative also played an important role in bringing farmers together, strengthening collectivism, and raising awareness on environmental practices and understanding economic issues.