#Brazil #UPL #climate action #Sustainable Agriculture #Belém

UPL Launches '#AFarmerCan' Campaign to Recognize Farmers in Climate Action

On November 6, 2025, UPL, a leader in sustainable agricultural solutions, officially launched its global campaign titled #AFarmerCan – The hero you don't know you need. This initiative is a call to action leading up to the 30th United Nations Climate Change Conference (COP30), set to take place from November 10 to 21 in Belém, Brazil. The campaign aims to highlight the vital role that farmers play as environmental guardians and advocates for climate resilience.

Celebrating Farmers as Climate Heroes

With a presence in over 140 countries, UPL collaborates closely with both small-scale and large agricultural producers. This collaboration has positioned UPL to gather twenty inspirational stories of farmers worldwide, showcasing their proactive measures in reducing greenhouse gas emissions, enhancing energy security, safeguarding water resources, regenerating soil health, and protecting biodiversity. These five pillars shape UPL's commitments to COP30.

The #AFarmerCan initiative serves as a poignant reminder that farmers' contributions are often overlooked in global climate discussions. UPL’s chairman and CEO, Jai Shroff, emphasized that the future of climate resilience begins in the fields. He stated, "Farmers are already pioneers transforming agriculture through innovation. However, their efforts are not adequately appreciated in climate debates. This campaign urges policymakers, institutions, and consumers to unite in supporting farmers and placing them at the heart of climate action."

A Multi-Faceted Approach to Support Farmers

UPL advocates a comprehensive four-pillar incentive system designed to boost farmers' resilience:
1. Compensation: Rewarding farmers for adopting climate-friendly practices.
2. Protection: Providing subsidies and insurance to safeguard farmers against risks.
3. Procurement: Facilitating farmers' access to public markets for certified sustainable products.
4. Promotion: Scaling digital tools and resources to enhance farmers' knowledge and improve soil health data utilization.

Engaging Public Through an Immersive Campaign

As part of their extensive outreach, UPL will implement a 360° campaign in Brazil and other key markets that combines impactful outdoor branding with engaging digital content. The campaign in Belém will feature branding in airports, over 1,000 taxis adorned with the campaign logo, and 200 buses equipped with QR codes linking to farmers’ testimonials.

In addition to these activities, UPL is launching targeted digital campaigns and using social media to amplify their message. A powerful film depicting farmers as the real climate heroes will also be part of this initiative. To reinforce their commitment to sustainability, UPL will distribute eco-friendly merchandise including T-shirts, tote bags, and water bottles.

Moreover, UPL will participate in the Blue Zone of COP30, which hosts official negotiations and national pavilions. Here, delegates will experience CO₂-neutral coffee from the Brazilian brand Mió, providing a tangible representation of how sustainable agriculture can contribute to climate goals.

Educational Engagement at COP30

UPL will also structure its Agrosphere at the AgriZone, organized by Embrapa, where they will lead expert discussions centered around the five pillars guiding their involvement in COP30. Further engagement will be seen at the Planeta Campo Forum, featuring a case study on methane-reduced rice production from India.

Through the #AFarmerCan campaign, UPL strives to create a global movement that recognizes farmers not just as food producers but as essential stewards of a healthier planet. UPL’s broad reach consolidates their influence, operating with over 43 production sites, 57 research and development facilities, and a portfolio of more than 15,000 registered products worldwide. Their annual revenue exceeds $5 billion, marking them as one of the leading agricultural companies globally.

For more details, visit UPL Group.