#None #UPL #climate action ##AFarmerCan

UPL Launches Global Campaign '#AFarmerCan' Ahead of COP30

In a significant move for sustainable agriculture and climate awareness, UPL, a leading global provider of agricultural solutions, has announced its new global campaign titled #AFarmerCan. This initiative, which will debut before the 30th United Nations Climate Change Conference (COP30), scheduled for November 10-21, 2025, in Belém, Brazil, aims to highlight the critical role that farmers play in climate action and resilience.

Emphasizing Farmers as Climate Heroes

The campaign aptly named ‘The hero you don't know you need’ seeks to place farmers at the forefront of conversations surrounding climate policy. It calls upon global leaders to recognize and support farmers, showcasing their innovative practices that contribute to mitigating the effects of climate change. In a world where climate challenges are becoming increasingly urgent, UPL's initiative draws attention to the unsung heroes of the agricultural sector.

UPL's efforts will shine a spotlight on 20 inspiring farmers from various parts of the globe. These stories reflect the potential of agriculture not just in producing food but also in promoting vital environmental practices such as greenhouse gas mitigation, water conservation, and biodiversity protection. This aligns with UPL's commitment to farming sustainability and highlights the five guiding pillars of their approach at COP30: Greenhouse Gas Reduction, Energy Security, Water Conservation, Soil Health Regeneration, and Biodiversity Protection.

A Call for Policy Support and Recognition

The #AFarmerCan campaign is more than just an awareness initiative; it advocates for the creation of supportive policies aimed at empowering farmers. According to Jai Shroff, CEO of UPL, the message is simple yet urgent: “The future of climate resilience starts in the fields. Farmers are already leading the way by innovating, adapting, and regenerating. Despite this, their contributions remain underappreciated in the global climate dialogue.” Shroff's words capture the essence of the campaign—it's imperative for consumers, policymakers, and institutions to recognize and celebrate the strength, resilience, and innovative spirit of farmers.

To bolster farmer resilience, UPL has proposed a framework of incentives featuring four key pillars:

• - Pay: Compensate farmers for adopting climate-smart practices.
• - Protect: Provide subsidies and insurance to shield farmers from risks.
• - Procure: Enhance farmers' access to public markets for certified sustainable products.
• - Promote: Scale digital tools, soil health data, and knowledge training for farmers.

Deployment of a 360° Campaign Strategy

UPL's campaign will utilize a comprehensive 360° strategy that combines powerful outdoor branding and immersive digital engagement. In Belém, the campaign will feature prominent signage in the airport, branding on over 1,000 taxis, and 200 buses equipped with QR codes linking to impactful stories from farmers. Complementing these efforts are targeted digital marketing initiatives, social media engagements, and a moving film that portrays farmers as environmental heroes.

Merchandizing efforts will include eco-friendly products such as t-shirts, tote bags, and water bottles, further extending the campaign's reach and message.

Participation at COP30

At COP30, UPL will be present in the official area organized by the United Nations Framework Convention on Climate Change (UNFCCC) where it will serve carbon-smart coffee sourced from Brazil, which captures more CO₂ than it emits. This initiative serves as a tangible demonstration of how climate-smart agriculture can bolster global climate goals.

Moreover, UPL will showcase its Agrosphere in the AgriZone exhibition, organized by Embrapa (Brazilian Agricultural Research Corporation), featuring panels and debates reflecting the five guiding pillars established for COP30. Additionally, UPL plans to participate in the Planeta Campo Forum to present a-case study on low-methane rice production in India.

With #AFarmerCan, UPL is reaffirming its dedication to shaping a global movement that celebrates farmers as climate champions and custodians of a healthier planet. As a leading player in agricultural biosolutions, UPL operates in over 140 countries with an extensive product portfolio and a commitment to sustainability that addresses the diverse challenges of agriculture today.

For more detailed information about UPL and its initiatives, visit www.upl-ltd.com.