~ A global call to action urging policymakers to place farmers at the heart of climate strategies
India : UPL, a global leader in sustainable agricultural solutions, today announced its global campaign ‘#AFarmerCan – The hero you don’t know you need’, ahead of the 30th United Nations Climate Change Conference, taking place from 10-21 November 2025 in Belém, Brazil.
The campaign celebrates farmers as climate heroes driving solutions for Greenhouse Gases (GHG) mitigation, Energy Security, Water Conservation, Soil Health Regeneration, and Biodiversity Protection – the five pillars guiding UPL’s COP30 engagement. A dedicated microsite features 20 inspiring farmer stories from across the globe, including India, showcases how agriculture can lead climate action.
UPL’s #AFarmerCan campaign makes a compelling appeal: Policy must stand with farmers. Consumers must recognize and celebrate their strength, resilience, and innovation.
As part of the initiative, UPL has unveiled an evocative Digital Video Commercial (DVC) that captures the essence of ‘#AFarmerCan’. Shot against the lush backdrop of Coorg’s coffee plantations and Mandya’s sugarcane fields in Karnataka, the film features a multicultural cast, symbolizing the global unity and shared responsibility in climate action.
Speaking about the initiative, Mr. Jai Shroff, Chairman & Group CEO, UPL, 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-recognized 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.”
UPL is amplifying its message through a global 360° campaign blending high-impact outdoor branding with immersive digital engagement. In Belém, the campaign spans airport signage, 1,000+ branded taxis, and 200 buses featuring QR codes that unlock powerful first-hand stories from farmers. Complementing this are targeted digital campaigns and social media activations showcasing farmers as climate heroes.
At COP30’s Blue Zone, UPL will add an experiential touch by serving carbon-smart coffee from Brazil’s Mió brand to the delegates. This coffee captures more CO₂ than it emits, exemplifying how sustainable farming can contribute to climate goals. UPL will also spotlight low-methane rice farming innovations from India, reinforcing its commitment to sustainable farming in the region.
The campaign also includes eco-friendly merchandise — T-shirts, tote bags, and bottles — carrying messages that celebrate farmers as climate heroes.
As part of its campaign advocacy, UPL is proposing a four-pillar incentive framework to strengthen farmer resilience:
- Pay: Reward farmers for adopting climate-smart practices.
- Protect: Offer farmer subsidies and insurance to guard against risks.
- Procure: Strengthen farmer access to public markets for certified sustainable produce.
- Promote: Scale digital tools, soil health data, and knowledge training for farmers.
Through ‘#AFarmerCan’, UPL reaffirms its commitment to shaping a global movement that celebrates farmers as climate heroes and stewards of a healthier planet.
The campaign’s creative concept was developed by Adfactors PR.
Microsite: Meet 20 farmers from around the world leading climate action in agriculture
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