UPL, a global leader in sustainable agriculture, has introduced its worldwide campaign, ‘#AFarmerCan – The hero you don’t know you need’, ahead of the 30th United Nations Climate Change Conference (COP30), set to be held from 10–21 November 2025 in Belém, Brazil. The campaign places farmers at the heart of climate action, calling on global leaders to acknowledge their critical role in building climate resilience.
Championing Farmers in Climate Action
With operations in over 140 countries, UPL collaborates closely with both smallholder and large-scale farmers to drive sustainable agricultural practices. Drawing from these global experiences, the company has curated 20 inspiring farmer stories that illustrate how agriculture contributes to:
*Greenhouse gas mitigation
*Energy security
*Water conservation
*Soil regeneration
*Biodiversity protection
These five pillars will anchor UPL’s engagement and discussions at COP30. The core message is clear: Policy, consumers, and institutions must stand with farmers. Farmers are innovators on the frontlines of climate change, yet their contributions often go overlooked.
A Four-Pillar Framework to Strengthen Farmer Resilience
As part of its advocacy, UPL is urging policymakers to adopt a holistic support model for farmers, built around four incentives:
| Pillar | Purpose |
| Pay | Reward climate-smart farming practices |
| Protect | Offer subsidies and risk insurance |
| Procure | Improve access to certified sustainable markets |
| Promote | Scale digital tools, soil data, and farmer training |
These measures aim to enhance farmer security and enable large-scale adoption of sustainable practices.
Voices of Leadership
Jai Shroff, Chairman and Group CEO, UPL, emphasized, “With #AFarmerCan, we are reinforcing a simple but urgent message: the future of climate resilience begins in the fields. Farmers are already innovating and regenerating. This campaign calls on policymakers and consumers alike to empower them and make them central to climate action.”
Global 360° Campaign Activation
UPL is rolling out an extensive global outreach effort across Brazil and other key markets. The campaign includes:
*Airport and outdoor branding in Belém
*1,000+ branded taxis and 200 buses featuring QR-linked farmer stories
*Digital campaigns and social media storytelling
*A powerful film portraying farmers as climate heroes
*Eco-friendly merchandise such as tote bags, T-shirts, and reusable bottles
Showcasing Climate-Smart Farming at COP30
At COP30, UPL will be present in the Blue Zone, offering delegates carbon-smart coffee from Brazil’s Mió brand—coffee that captures more carbon than it emits. This experience aims to demonstrate how climate-smart agriculture can accelerate global climate goals.
Additionally, UPL will:
*Display its Agrosphere at the AgriZone, hosted by Embrapa
*Organize expert panel discussions aligned with the campaign’s five climate pillars
*Participate in the Planeta Campo Forum
*Share insights from a low-methane rice cultivation project in India
Building a Movement for Climate-Positive Agriculture
Through ‘#AFarmerCan’, UPL seeks to mobilize global recognition of farmers as climate heroes and essential stewards of the planet’s future. As per the press release, by celebrating their resilience and providing structured support, UPL aims to inspire policy alignment, consumer awareness, and partnerships that drive sustainable agriculture at scale.
