UPL Launches Global Campaign to Declare Farmers the True Climate Heroes
MARKETING
UPL, a global leader in sustainable agricultural solutions,has announced the launch of its global campaign '#AFarmerCan - The hero you don't know you need', ahead of the 30th United Nations Climate Change Conference.
As the 30th United Nations Climate Change Conference (COP30) approaches in Belém, Brazil, the conversation around environmental resilience often focuses on global industry and energy policy. However, a major global agricultural solutions company is shifting that focus back to the fundamental source of change: the farmer.
UPL, a worldwide leader in sustainable agriculture, has launched its urgent new global campaign, '#AFarmerCan - The hero you don't know you need'. The initiative is a worldwide call to action, urging world leaders, policymakers, and consumers to recognize farmers as the true climate heroes and place them squarely at the heart of global climate strategies.
The Missing Piece of the Climate Puzzle
With a presence in over 140 countries, UPL works closely with growers across the spectrum, from smallholder farms to large commercial operations. Drawing on this direct experience, UPL argues that agriculture is not just a victim of climate change, but a powerful solution. Farmers are already innovating, adapting, and regenerating their land in ways that drive significant positive environmental impact—yet their efforts remain largely under-recognized in high-level global climate discourse.
To showcase this reality, UPL has curated 20 inspiring farmer stories from around the world. These case studies highlight how agricultural practices can advance the five pillars guiding UPL's engagement at COP30: greenhouse gas (GHG) mitigation, energy security, water conservation, soil health regeneration, and biodiversity protection.
Mr. Jai Shroff, Chairman & Group CEO, UPL, emphasized the urgency: "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. This campaign is our call to policymakers, institutions, and consumers to stand with farmers, empower them, and make them central to climate action."
A Four-Pillar Framework for Resilience
To translate rhetoric into measurable policy, UPL is proposing a four-pillar incentive framework designed to tangibly strengthen farmer resilience and reward climate-smart behavior:
Pay: Reward farmers financially for adopting climate-smart practices.
Protect: Offer essential subsidies and insurance to safeguard them against climate-related risks.
Procure: Strengthen farmer access to public markets for produce certified as sustainable.
Promote: Scale digital tools, soil health data, and knowledge training for widespread adoption.
Amplifying the Message
UPL is taking the '#AFarmerCan' message directly to the COP30 delegates. The global 360° campaign includes high-impact outdoor branding in Belém, featuring over 1,000 branded taxis and 200 buses, many with QR codes linking directly to the first-hand stories of climate heroes in the fields.
Furthermore, UPL will be active in the COP30 Blue Zone, serving carbon-smart coffee from Brazil's Mió brand. This simple act—serving coffee that captures more CO₂ than it emits—will offer delegates a tangible, daily experience of how climate-smart farming can accelerate progress toward global goals.
Through this comprehensive initiative, UPL is reaffirming its commitment to shaping a global movement that celebrates farmers not just as food producers, but as the indispensable stewards of a healthier planet.