UPL has unveiled its latest global campaign, #AFarmerCan – The Hero You Don’t Know You Need, ahead of the COP30 summit in Belém, Brazil. The initiative positions farmers at the heart of the global climate conversation, recognizing them as crucial agents of change and calling for policies that empower their role in combating climate change.
Video Link: https://www.youtube.com/watch?v=z1BdOhoOjgE&t=2s
Centered around five key pillars – greenhouse gas mitigation, energy security, water conservation, soil regeneration, and biodiversity protection – the campaign celebrates farmers who are already driving sustainable transformation in agriculture. A dedicated microsite features 20 inspiring stories of farmers from across the globe, including India, showcasing how innovation at the grassroots is shaping a more resilient planet.
Shot across Coorg and Mandya in Karnataka, the campaign’s digital film weaves a compelling visual narrative of resilience, responsibility, and renewal, blending local authenticity with a global message.
Jai Shroff, Chairman & Group CEO of UPL, said, “With #AFarmerCan, we’re amplifying a truth that deserves louder recognition – the future of climate resilience begins in the fields. Farmers are not just victims of climate change; they are innovators leading the way. This campaign is a call for collective action to support and center them in climate policy.”
The global rollout includes outdoor activations across Belém – from airport displays and buses to taxis embedded with QR codes linking to farmer stories – alongside an extensive digital and social media push.
At COP30’s Blue Zone, UPL will also present carbon-smart coffee from Brazil and sustainable innovations like low-methane rice farming from India.
Complementing the campaign is UPL’s four-pillar advocacy framework – Pay, Protect, Procure, and Promote – designed to reward climate-smart practices, offer financial protection, enhance market access, and expand knowledge-sharing for farmers worldwide.
