ABOUT
the Initiative
In 1966, in Urabá, Colombia, a group of banana growers came together with a shared vision: to bring to the world a fruit of Colombian origin, cultivated with dedication, expertise, and the collective efforts of an entire region. At the time, there was no dedicated port, no proper roads, and no modern machinery—only the conviction that, together, they could pave the way and prove the quality of Colombian bananas.
Over time, that vision grew into a solid operation that, decade after decade, has faced complex challenges: violence, adverse weather conditions, lack of infrastructure, and limited state presence. Despite these obstacles, the region succeeded in building a world-class operation, recognized for its high standards of quality, traceability, and efficiency.
This journey aligns with the concept of Shared Value, academically defined by Michael Porter and Mark Kramer as the ability to create economic value while also generating social value by addressing environmental and social needs and challenges. With the guidance of Porter Development and the Center for Leadership and Management, we have been able to name and structure what has been, from the start, our way of working: integrating economic growth with community progress and environmental sustainability.
Today, Unibán reaffirms that competitiveness and profitability are strengthened when growth is shared. Every business decision, every innovation in our value chain, and every relationship with our territory reflects this conviction.
Our higher purpose summarizes this story
and guides our vision for the future:
“We harvest the best
of our land to share it
with the world.”
OUR SHARED
At Unibán, we believe that sustainable business growth is only possible when economic, social, and/or environmental value is generated simultaneously. Our higher purpose, “We harvest the best of our land to share it with the world,” inspires us to positively transform the territories where we operate, integrating people’s well-being with the collective prosperity of their environment.
This conviction is expressed in our Shared Value strategy: a coherent way of doing business that aligns profitability, sustainability, and social commitment at the core of our operations.
What Sets Us Apart:
We have developed a set of valuable lessons for society and for companies operating in complex environments or industries traditionally perceived as low value-added. Our experience demonstrates that Shared Value is not a privilege exclusive to technology sectors or advanced markets. On the contrary, it is a realistic and replicable engine for competitive growth in primary industries—provided it is rigorously embedded into the core business strategy.
In this context, organizational leadership—understood as the ability to align purpose, strategy, and execution—is the key catalyst for driving such transformations. We know that without vision, conviction, and consistency from top management, Shared Value risks being diluted into scattered actions without systemic impact.
For companies seeking not only to grow but also to endure, our message is clear: creating Shared Value for society is not at odds with business interests. In many cases, it is the smartest way to protect and scale that value over time.