UPL Launches #AFarmerCan Campaign to Honour Climate Heroes

Global sustainable agriculture leader UPL has launched an international campaign titled ‘#AFarmerCan – The hero you don’t know you need,’ celebrating farmers as pivotal agents of climate action. The initiative, introduced ahead of the 30th United Nations Climate Change Conference (COP30) in Belém, Brazil, aims to elevate global recognition of farmers’ roles in building climate resilience and sustainable food systems.

Celebrating Farmers as Climate Leaders

Through its campaign, UPL spotlights 20 inspirational stories of farmers from across continents who are advancing greenhouse gas mitigation, enhancing soil health, conserving water, and promoting biodiversity. These stories form the core of UPL’s advocacy at COP30, showcasing agriculture as a crucial part of climate solutions rather than a contributor to the problem. The company emphasises that supporting farmers is essential for a resilient global climate response.

Four-Pillar Framework for Farmer Empowerment

As part of its campaign, UPL introduced a four-pillar framework designed to strengthen farmer resilience. The ‘Pay’ pillar rewards the adoption of climate-smart agricultural practices; ‘Protect’ provides insurance and subsidies to safeguard against climate risks; ‘Procure’ ensures access to certified sustainable markets; and ‘Promote’ enhances digital tools, soil data systems, and knowledge-sharing platforms. This structure underscores the company’s commitment to aligning farmer welfare with environmental sustainability.

Global Outreach and Advocacy at COP30

In Belém, the campaign’s visibility extends across airports, taxis, and buses featuring QR codes that share real-life farmer stories. UPL is also engaging global audiences through social media activations, digital content, and an evocative short film portraying farmers as unsung heroes of the climate movement. Complementary eco-friendly merchandise reinforces the campaign’s sustainable ethos, amplifying its message across the host city and beyond.

Exam Oriented Facts

• The #AFarmerCan campaign was launched by UPL ahead of COP30 in Belém, Brazil.
• It highlights 20 global farmer stories promoting climate resilience.
• UPL’s four-pillar framework includes Pay, Protect, Procure, and Promote.
• Chairman Jai Shroff described farmers as “the heroes leading climate resilience.”

Policy Appeal and the Message Ahead

UPL’s Group CEO, Jai Shroff, called for global policymakers and consumers to support farmers through fair policy, recognition, and resources. “The future of climate resilience begins in the fields,” he stated, urging that farmers be placed at the centre of climate action. By merging storytelling with advocacy, the #AFarmerCan campaign aims to transform the perception of farmers from food producers to frontline defenders of the planet’s ecological balance.