UPL launches #AFarmerCan campaign to celebrate farmers as climate heroes
UPL honours farmers leading climate action across the world with #AFarmerCan campaign
| Photo Credit:
UPL Group
UPL, a provider of sustainable agricultural products and solutions, has launched a global campaign ‘#AFarmerCan – The hero you don’t know you need’ ahead of the 30th United Nations Climate Change Conference taking place from in Belém, Brazil, from November 10 to 21. The campaign celebrates farmers as climate heroes and calls on world leaders to recognise their role in building climate resilience.
UPL has curated 20 farmer stories from around the world showcasing how agriculture can advance greenhouse gas mitigation, energy security, water conservation, soil health regeneration, and biodiversity protection — the five pillars guiding UPL’s engagement at COP30.
A press release said that UPL’s ‘#AFarmerCan’ campaign makes a compelling appeal: Policy must stand with farmers. Consumers must recognise and celebrate their strength, resilience, and innovation.
As part of its campaign advocacy, UPL is proposing a four-pillar incentive framework to strengthen farmer resilience. The framework focuses on ‘Pay’, which rewards farmers for adopting climate-smart practices; ‘Protect’, which offers farmer subsidies and insurance to guard against risks; ‘Procure’, which strengthens farmer access to public markets for certified sustainable produce; and ‘Promote’, which scales digital tools, soil health data, and knowledge training for farmers.
Quoting Jai Shroff, Chairman and Group CEO, UPL, the release said: “With #AFarmerCan, we are amplifying a simple but urgent message: the future of climate resilience begins in the fields. Farmers are already leading the way – innovating, adapting, and regenerating. Yet their contributions remain under-recognised in global climate discourse. This campaign is our call to policymakers, institutions, and consumers to stand with farmers, empower them, and make them central to climate action.”
In Belém, the campaign spans airport signage, more than 1000 branded taxis and 200 buses featuring QR codes that unlock first-hand stories from farmers. Complementing this are targeted digital campaigns, social media activations, and an evocative film showcasing farmers as climate heroes. The initiative also includes eco-friendly merchandise, it added.
Published on November 7, 2025
