UPL Launches '#AFarmerCan' Global Campaign Ahead of COP30 to Highlight Farmers' Role in Climate Action

UPL Unveils '#AFarmerCan' Campaign to Empower Farmers in Climate Action

In a bold move leading up to the 30th United Nations Climate Change Conference (COP30), UPL, a global frontrunner in sustainable agricultural solutions, has launched the '#AFarmerCan' campaign. This initiative serves to elevate the essential role of farmers in combatting climate change, an aspect that has been frequently overlooked in global discussions. With the Conference occurring in Belém, Brazil, from November 10 to 21, 2025, UPL aims to make a powerful statement on the indispensable contributions of farmers in creating a climate-resilient future.

Celebrating Farmers as Climate Heroes

UPL’s '#AFarmerCan' campaign shines a spotlight on farmers, portraying them as unsung heroes in the climate action narrative. By highlighting the innovative and resilient practices of farmers worldwide, UPL is calling for recognition of their vital contributions to climate resilience and food security. The campaign is driven by a compelling narrative that emphasizes how agricultural practices can significantly impact greenhouse gas (GHG) reductions, energy security, water conservation, soil health rejuvenation, and biodiversity protection. These five pillars form the foundation of UPL's engagement strategy at COP30.

Through a collection of stories featuring 20 inspiring farmers from various countries, UPL showcases real-life examples of how climate-smart agricultural practices can mitigate environmental challenges while ensuring food security. The campaign serves as a rallying cry, emphasizing that effective policy must involve farmers at its core and urging consumers to recognize the farmers' strength, resilience, and innovative spirit.

A Comprehensive Framework for Climate Action

To back its manifesto, UPL has introduced a four-pillar incentive framework designed to bolster farmer resilience:
1. Pay: This initiative focuses on providing financial rewards to farmers who adopt climate-smart agricultural practices.
2. Protect: UPL aims to establish a system of subsidies and insurance to safeguard farmers against financial uncertainties and environmental risks.
3. Procure: The campaign seeks to facilitate better access for farmers to public markets for producing certified sustainable products.
4. Promote: By scaling knowledge-sharing initiatives, digital tools, and soil health data, UPL intends to enhance farmers' capacity to thrive amidst changing climates.

As UPL's Chairman and Group CEO, Jai Shroff, explained, the '#AFarmerCan' campaign is about amplifying a critical message: the future of climate resilience starts in the fields. Farmers’ contributions must not only be acknowledged but also celebrated in global climate discussions.

A Multi-Faceted Global Campaign

UPL is rolling out a comprehensive 360° campaign in Brazil and other key markets, combining impactful outdoor advertising with exciting digital engagement strategies. In the lead-up to COP30, the campaign will adorn airports, taxis, and buses with QR codes that link to powerful, first-hand accounts from farmers, allowing for greater visibility and connection between consumers and agricultural producers.

Additionally, UPL’s digital campaigns and social media activations aim to draw significant attention to the campaign's message. An evocative film will further illustrate farmers as climate champions, while eco-friendly merchandise such as T-shirts, tote bags, and water bottles will reinforce the campaign's ethos.

Presence at COP30

During COP30, UPL will establish its presence in the Blue Zone, an exclusive area organized by the UN Framework Convention on Climate Change (UNFCCC) dedicated to formal negotiations and national pavilions. As part of this representation, UPL will serve carbon-smart coffee sourced from Brazil’s Mió brand, which draws attention to the practical benefits of climate-smart agricultural practices.

In conjunction with this, UPL will showcase its 'Agrosphere' at the AgriZone exhibition, orchestrated by Brazil’s Agricultural Research Corporation, Embrapa. Here, expert panels and discussions will delve into the five pillars that guide UPL's initiatives at COP30, demonstrating how diverse agricultural innovations can contribute to the global climate agenda.

Furthermore, UPL will participate in the Planeta Campo Forum, highlighting a low-methane rice case study from India, which illustrates the tangible impacts of sustainable agricultural practices.

Conclusion

Through the '#AFarmerCan' initiative, UPL reaffirms its commitment to a global movement that celebrates farmers as crucial stakeholders in climate action and champions for a healthier planet. UPL's stature in the agricultural domain, with operations in over 140 countries and a diverse portfolio of sustainable solutions, positions them as pivotal players in redefining agricultural sustainability. This campaign not only advocates for a better recognition of farmers but also solidifies UPL's dedication to fostering an environment where innovation in agriculture meets the pressing challenges of climate change.