Oster and Associates is continuing its cause marketing efforts for Organics Unlimited bananas in 2014.

The San Diego-based marketing agency helped establish the Giving Resources and Opportunities to Workers program — or GROW — for Organics Unlimited in 2005. Each box sold of GROW labeled bananas returns a portion of proceeds to banana farmers and communities in Mexico and Ecuador.

Beyond this program, overall expenditures on cause marketing in North America reached $1.78 billion in 2013, according to a news release. That’s up from $120 million in 1990.

Almost 90% of consumers would switch from one brand to another if it were associated with a valued cause, according to Oster and Associates.

The agency’s other produce industry clients include Farmer’s Best and the California Tomato Commission.