365telugu.com online news,November 19, 2025: UPL, a global leader in sustainable agriculture solutions, has unveiled its worldwide campaign “#AFarmerCan – The hero you don’t know you need” just ahead of COP30 (10–21 November 2025, Belém, Brazil). The initiative boldly celebrates farmers as the true frontline warriors in the fight against climate change and urges world leaders to place them at the very centre of climate policy.
Operating in more than 140 countries, UPL works hand-in-hand with millions of smallholder and commercial farmers. The #AFarmerCan campaign highlights 20 powerful real-life stories from across the globe, demonstrating how farmers are already delivering solutions across five critical pillars: greenhouse-gas mitigation, energy security, water conservation, soil-health regeneration, and biodiversity protection.
At its core, the campaign delivers an unambiguous message: Policy must stand with farmers. Consumers must celebrate them.
To turn words into action, UPL is advocating a practical four-pillar incentive framework:
- Pay – Reward farmers financially for climate-smart practices
- Protect – Provide subsidies and insurance against climate risks
- Procure – Guarantee access to public and premium markets for certified sustainable produce
- Promote – Scale digital tools, soil-health data, and training
Mr. Jai Shroff, Chairman & Group CEO, UPL, stated: “With #AFarmerCan, we are sending a clear and urgent message: the road to climate resilience runs through our fields. Farmers are already innovating, adapting, and regenerating the planet, yet their role is still undervalued in global climate talks. This campaign is our call to policymakers, institutions, and consumers: recognise farmers, empower them, and make them the heart of climate action.”
The campaign is being rolled out through a high-impact 360° activation, especially in Brazil:
- Airport takeovers, over 1,000 branded taxis, and 200 buses in Belém – all featuring QR codes linking to farmers’ stories
- A powerful campaign film, digital and social media blitz, and eco-friendly merchandise
- In the official COP30 Blue Zone, UPL will serve carbon-smart coffee from its Brazilian Mió brand – coffee that sequesters more CO₂ than it emits
- At the AgriZone, UPL’s “Agrosphere” pavilion will host panel discussions built around the five pillars, alongside a showcase of its low-methane rice project from India
Through #AFarmerCan, UPL is championing a global movement that finally gives farmers the recognition they deserve as the real architects of a resilient, food-secure, and sustainable future.