UPL Launches Global #AFarmerCan Campaign Advocating for Farmers Before COP30
In the lead-up to the 30th United Nations Climate Change Conference (COP30) scheduled for November 10-21, 2025, in Belém, Brazil, UPL, a global leader in sustainable agricultural solutions, has launched an impactful global campaign titled #AFarmerCan. This initiative emphasizes the significant contributions of farmers in combating climate change, aiming to shift global leaders' focus towards these unsung heroes of our agricultural systems.
The campaign underscores that farmers are not merely producers of food but also vital players in tackling pressing climate challenges. With the slogan "The hero you don't know you need," UPL has gathered 20 inspiring stories from farmers worldwide. These narratives highlight how agriculture can advance essential climate actions, such as mitigating greenhouse gas emissions, ensuring energy security, conserving water, regenerating soil health, and protecting biodiversity. These five pillars are central to UPL's mission at COP30.
The narrative surrounding farmers has been largely overlooked in international climate dialogues. As UPL’s CEO Jai Shroff pointed out, “With #AFarmerCan, we amplify a simple yet urgent message that the future of climate resilience begins in the fields.” Farmers today are innovating, adapting, and regenerating their lands, thus exhibiting remarkable resilience and creativity, yet their roles remain largely unrecognized in crucial climate discussions.
In response to these challenges, UPL has proposed a four-pillar incentive framework designed to enhance farmer resilience:
1. Compensation: Rewarding farmers who adopt climate-smart practices.
2. Protection: Offering subsidies and insurance to shield farmers from risks.
3. Access: Strengthening farmers' access to public markets for certified sustainable products.
4. Promotion: Providing comprehensive digital tools, soil health data, and training resources for farmers.
UPL's campaign will leverage a 360-degree approach, featuring diverse outreach in Brazil and other key markets. Visibility efforts will include eye-catching airport signage, branding on over 1,000 taxis, and 200 buses with QR codes linking to impactful stories shared by farmers. Additionally, digital campaigns, social media activations, and an evocative film will portray farmers as climate heroes.
Also, UPL will showcase its agrosphere at COP30’s AgriZone, a dedicated exhibition area organized by Embrapa (Brazilian Agricultural Research Corporation). The event will host expert panels and discussions aligning with UPL's five guiding principles while UPL will serve low-carbon foot-print coffee from the Brazilian brand Mió, promoting the idea that climate-smart agriculture can directly contribute to global climate goals.
Furthermore, by sponsoring the event, UPL has acquired the rights to use the official conference branding. UPL's presence extends to participating in panels and forums, including Planeta Campo, and presenting significant case studies like the low-methane Indian rice initiative.
Through the #AFarmerCan campaign, UPL is asserting its commitment to fostering a global movement that recognizes farmers as climate champions and stewards of a healthier planet. Operating in over 140 countries, with vast resources allocated to research and development, UPL continues to push the boundaries of sustainability in the agricultural sector.
For more information about UPL and its endeavors, visit UPL.
The campaign underscores that farmers are not merely producers of food but also vital players in tackling pressing climate challenges. With the slogan "The hero you don't know you need," UPL has gathered 20 inspiring stories from farmers worldwide. These narratives highlight how agriculture can advance essential climate actions, such as mitigating greenhouse gas emissions, ensuring energy security, conserving water, regenerating soil health, and protecting biodiversity. These five pillars are central to UPL's mission at COP30.
The narrative surrounding farmers has been largely overlooked in international climate dialogues. As UPL’s CEO Jai Shroff pointed out, “With #AFarmerCan, we amplify a simple yet urgent message that the future of climate resilience begins in the fields.” Farmers today are innovating, adapting, and regenerating their lands, thus exhibiting remarkable resilience and creativity, yet their roles remain largely unrecognized in crucial climate discussions.
In response to these challenges, UPL has proposed a four-pillar incentive framework designed to enhance farmer resilience:
1. Compensation: Rewarding farmers who adopt climate-smart practices.
2. Protection: Offering subsidies and insurance to shield farmers from risks.
3. Access: Strengthening farmers' access to public markets for certified sustainable products.
4. Promotion: Providing comprehensive digital tools, soil health data, and training resources for farmers.
UPL's campaign will leverage a 360-degree approach, featuring diverse outreach in Brazil and other key markets. Visibility efforts will include eye-catching airport signage, branding on over 1,000 taxis, and 200 buses with QR codes linking to impactful stories shared by farmers. Additionally, digital campaigns, social media activations, and an evocative film will portray farmers as climate heroes.
Also, UPL will showcase its agrosphere at COP30’s AgriZone, a dedicated exhibition area organized by Embrapa (Brazilian Agricultural Research Corporation). The event will host expert panels and discussions aligning with UPL's five guiding principles while UPL will serve low-carbon foot-print coffee from the Brazilian brand Mió, promoting the idea that climate-smart agriculture can directly contribute to global climate goals.
Furthermore, by sponsoring the event, UPL has acquired the rights to use the official conference branding. UPL's presence extends to participating in panels and forums, including Planeta Campo, and presenting significant case studies like the low-methane Indian rice initiative.
Through the #AFarmerCan campaign, UPL is asserting its commitment to fostering a global movement that recognizes farmers as climate champions and stewards of a healthier planet. Operating in over 140 countries, with vast resources allocated to research and development, UPL continues to push the boundaries of sustainability in the agricultural sector.
For more information about UPL and its endeavors, visit UPL.
Topics People & Culture）
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