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UPL's #AFarmerCan Campaign: Farmers as Climate Heroes

On November 6, 2025, UPL, a prominent player in sustainable agricultural solutions, launched its impressive global campaign, #AFarmerCan - The Hero You Don't Know You Need. Positioned just before the 30th United Nations Climate Change Conference (COP30) in Belém, Brazil, this movement aims to elevate the role of farmers in the dialogue on climate change.

Elevating Farmers’ Contributions

UPL operates in over 140 countries, partnering with both smallholder farmers and large commercial operations. Through its extensive experience, the company has curated inspiring stories from 20 farmers worldwide, demonstrating how agriculture can contribute to mitigating greenhouse gases, enhancing energy security, preserving water, regenerating soil health, and protecting biodiversity. These five pillars underpin UPL's participation in COP30 and reinforce the urgency of recognizing farmers as pivotal players in combatting climate change.

The Campaign's Central Message

#AFarmerCan advocates for stronger policies that align with farmers' roles in environmental protection. As UPL’s Chairman and Group CEO Jai Shroff emphasized, “The future of climate resilience begins in the fields.” This campaign highlights that while farmers are already making strides in innovation and sustainability, their efforts often go unnoticed in broader discussions on climate policies. Through this initiative, UPL calls on policymakers, institutions, and consumers to empower farmers and involve them more directly in climate action.

Pillars to Support Farmer Resilience

As part of its advocacy, UPL has proposed a comprehensive four-pillar incentive framework:

• - Pay: Providing financial rewards to farmers who adopt climate-smart agricultural practices.
• - Protect: Offering subsidies and insurance to safeguard farmers against associated risks.
• - Procure: Enhancing farmers' access to public markets for certified sustainable products.
• - Promote: Scaling up the availability of digital tools, soil health data, and training for farmers.

This framework aims to create a supportive environment for farmers, further enabling them to contribute positively to climate change efforts.

A Comprehensive Outreach Strategy

UPL plans to implement a robust, multifaceted campaign that spans outdoor advertising and digital platforms globally. In Belém, the initiative will see a plethora of branded taxis, bus signs, and airport advertisements featuring QR codes that redirect the public to heartwarming stories from farmers.
Moreover, targeted digital strategies, social media engagements, and an evocative campaign video will further elevate farmers as unsung heroes in the climate narrative. The campaign also emphasizes eco-consciousness through merchandise like T-shirts and sustainable tote bags, further aligning with its core message.

Presence at COP30

During the COP30 events, UPL will be present in the Blue Zone—a key area designated for formal negotiations by the UN Framework Convention on Climate Change (UNFCCC). To engage delegates effectively, UPL will serve a unique coffee brand, Mió, which is produced through climate-smart farming techniques, demonstrating the tangible benefits of sustainable practices. This initiative not only enriches the conference experience but also serves as a live example of how innovative agricultural techniques can help in achieving global climate goals.

Promoting Agricultural Innovation in Debates

Additionally, UPL will showcase its Agrosphere at the AgriZone—an exhibition organized by Brazil's Embrapa. This platform will host expert panels and discussions, focusing on the five guiding pillars of their COP30 engagement. UPL’s involvement in the Planeta Campo Forum will further spotlight innovative agricultural methods, including a case study on low-methane rice from India.

A Call to Action

With its #AFarmerCan initiative, UPL is not just launching a campaign; it's fostering a global movement that champions farmers as vital contributors to environmental health and climate resilience. As we approach COP30, UPL urges us all—policymakers, consumers, and communities—to recognize and support the invaluable role farmers play in ensuring a sustainable future for our planet.

UPL Ltd. is characterized as a leader in providing sustainable agricultural products and solutions, enhancing its presence across the agrifood value chain with over 5 billion dollars in annual revenue and a portfolio that encompasses a vast array of registered products. To learn more, visit UPL's website.