In 1998, a coalition of social activist groups, led by the European Banana Action Network (EUROBAN), targeted the banana industry in general and Chiquita in particular, aiming to create a new climate of corporate social responsibility. Their strategy was to encourage small farming of bananas rather than large scale monoculture, and to push for subsidies and other government relief to level the field for small producers. The fair trade movement, which sought to influence consumers to purchase the products of smallholders, also joined in the action.