The banana business is going greener, with a number of major companies, including Chiquita, working to qualify for a new Eco-OK banana label developed by environmental groups under the banner of the Better Banana Project. To maintain certification, banana farms must show continual improvements in their environmental practices and treatment of workers. Ecuador’s second largest banana producer, Reybancorp, earned the right to use the Eco-OK label last month, and Chiquita expects to have all its farms ready for certification by fall. The industry trend is driven by the increasing willingness of Americans to pay more for eco-friendly food.