London: Global sustainable agriculture leader UPL Ltd. has launched a worldwide initiative titled ‘#AFarmerCan – The Hero You Didn’t Know You Needed’, ahead of the 30th United Nations Climate Change Conference (COP30), scheduled from November 10 to 21, 2025, in Belém, Brazil. The campaign aims to celebrate farmers as vital agents of climate resilience and calls upon world policymakers to place them at the center of global climate strategies.
Operating in over 140 countries, UPL works closely with both smallholder and commercial farmers to develop climate-smart and sustainable agricultural solutions. Drawing on this global experience, the company has compiled 20 inspirational stories of farmers from across the world, showcasing how agriculture contributes to greenhouse gas (GHG) reduction, energy security, water conservation, soil regeneration, and biodiversity preservation — the five pillars guiding UPL’s participation at COP30.
Empowering farmers through the #AFarmerCan framework
UPL’s campaign delivers a powerful message — policies must empower farmers, not overlook them. It urges consumers and institutions alike to recognize the resilience, innovation, and commitment of the farming community.
As part of its advocacy, UPL proposes a four-pillar incentive framework to strengthen farmer participation in climate resilience:
- Payment: Reward farmers who adopt climate-positive practices.
- Protection: Provide insurance and subsidies to shield farmers from climate and market risks.
- Purchase: Expand market access for certified sustainable produce.
- Promotion: Offer training, digital tools, and soil health data to improve farm productivity and sustainability.
“Climate resilience begins on the farm” – Jai Shroff
Speaking about the initiative, Jai Shroff, Global CEO and Group Managing Director of UPL, said:
“With #AFarmerCan, we are reinforcing a simple but vital truth — the future of climate resilience begins on the farm. Farmers are already leading the way through innovation, adaptation, and regeneration. Yet, their contributions are undervalued in global climate discussions. Through this campaign, we call upon policymakers, institutions, and consumers to support, empower, and place farmers at the heart of climate initiatives.”
Global campaign presence at COP30
UPL is running a high-impact 360° global campaign in Brazil and other key markets. In Belém, #AFarmerCan will feature immersive storytelling across airport signages, over 1,000 branded taxis, and 200 buses, all displaying QR codes linking to real-life farmer stories. The initiative is supported by digital outreach, social media activations, and an emotive short film portraying farmers as climate heroes.
Sustainable merchandise, including eco-friendly T-shirts, tote bags, and reusable water bottles, will accompany the campaign, reinforcing its environmental message.
UPL at the Blue Zone: Showcasing climate-smart agriculture
At COP30’s Blue Zone — the official UNFCCC negotiation area — UPL will present carbon-smart coffee from Brazil’s Mió brand. The coffee, which absorbs more CO₂ than it emits, symbolizes how climate-smart farming can drive global sustainability goals.
The company has also secured official COP30 branding rights as part of its sponsorship package.
UPL will showcase its Agrosphere pavilion at the Agrizone, hosted by Embrapa (Brazilian Agricultural Research Corporation), featuring expert panels and dialogues centered on its five sustainability pillars. Additionally, UPL will participate in the Planeta Campo Forum, presenting a case study on low-methane rice cultivation from India.
A global movement for farmers and the planet
Through #AFarmerCan, UPL seeks to ignite a worldwide movement recognizing farmers as climate heroes and custodians of a healthier planet. With 43 manufacturing sites, 57 R&D facilities, and a portfolio of over 15,000 registered products, UPL remains one of the world’s foremost agriscience companies driving innovation for a sustainable future.
UPL’s message is clear: if the world wants to win the fight against climate change — it must start by empowering the farmer.
