~ A global call to action urging world leaders to put farmers at the heart of climate strategies
Microsite: Meet 20 farmers from around the world who are leading climate action in agriculture
DVC: Watch the campaign video
LONDON, November 7, 2025 /PRNewswire/ — UPL, a global leader in sustainable agricultural solutions, today announced the launch of its global campaign “#AFarmerCan – The hero you didn’t know you needed”in anticipation of the 30th United Nations Climate Change Conference, which will take place from November 10 to 21, 2025 in Belém, Brazil. The campaign celebrates farmers as climate heroes and calls on world leaders to recognize their central role in building climate resilience.
Operating in more than 140 countries, UPL works closely with smallholder farmers and large-scale commercial producers, providing them with sustainable agricultural solutions that promote climate action and food security. Drawing on this experience, UPL organized 20 inspiring farmer stories from around the world, showing how agriculture can progress greenhouse gas (GHG) mitigation, energy security, water conservation, regeneration of soil health and protection of biodiversity – the five pillars that guide the UPL’s commitment to COP30.
The UPL’s #AFarmerCan campaign is making a compelling appeal: Politics must stand alongside farmers. Consumers must recognize and celebrate their strength, resilience and innovation.
As part of its advocacy campaign, the UPL proposes a four-pillar incentive framework to strengthen the resilience of farmers:
- Pay: Reward farmers who adopt climate-smart practices.
- Protect: Offer subsidies and insurance to farmers to protect against risks.
- Obtain: Strengthen farmers’ access to public markets for certified sustainable products.
- Promote: Scale digital tools, soil health data and knowledge training for farmers.
Speaking on the initiative, Mr. Jai Shroff, Chairman and Managing Director, UPL Group, 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.
The UPL amplifies its message through a 360° global campaign across Brazil and key markets, mixing high impact outdoor branding with immersive digital engagement. In Belém, the campaign extends airport signage, more than 1,000 branded taxis and 200 buses featuring QR Codes which unlocks powerful testimonials from farmers. In addition, are targeted digital campaigns, activations on social networks, And an evocative film presenting farmers as climate heroes. The initiative also includes ecological merchandise — T-shirts, tote bags and water bottles.
The UPL will be present in the COP30 Blue Zone — the official space organized by the United Nations Framework Convention on Climate Change (UNFCCC) for formal negotiations and national pavilions — serving carbon smart coffee Since The Brazilian brand Mió. By serving coffee that captures more CO₂ than it emits, UPL will provide delegates with a tangible experience of how climate-smart agriculture can accelerate progress towards global climate goals. As part of this sponsorship, UPL also obtained the rights to use the official conference brand.
UPL will present its Agrosphere to the AgriZonean exhibition space organized by Embrapa (Brazilian Agricultural Research Society) where the UPL will host expert panels and debates based on the five pillars that guide the UPL’s engagement at COP30. UPL will also participate in Forum Planeta Campo and present a case study on low-methane rice in India.
Through ‘#AFarmCan’UPL reaffirms its commitment to shaping a global movement that celebrates farmers as climate heroes and guardians of a healthier planet.
The UPL is a world leader in biosolutions and agricultural solutionsoperating in more than 140 countries with 43 manufacturing sites, 57 R&D facilitiesand a portfolio of More than 15,000 registered products global.
About the UPL Group
UPL Ltd. (NSE: UPL) (BSE: 512070) (LSE GDR: UPLL) is a global provider of sustainable agricultural products and solutions that span the entire agri-food value chain. With an annual turnover exceeding $5 billion, UPL Ltd. is one of the world’s largest agricultural companies, serving producers in more than 140 countries. UPL Ltd. comprises four pure-play platforms which include UPL Corporation Ltd. (UPL Corp); UPL Sustainable Agriculture Solutions Ltd. (UPL SAS); Advanta Enterprises Ltd; and Superform Chemistries Ltd. Together, these platforms are dedicated to Reinventing sustainability and drive progress around the world. For more information, please visit www.upl-ltd.com.
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SOURCE UPL Group
