UPL launches global ‘A Farmer Can’ campaign ahead of COP30

UPL has launched its global campaign ‘#AFarmerCan – The hero you don’t know you need’ ahead of the 30th United Nations Climate Change Conference (COP30), scheduled from 10–21 November 2025 in Belém, Brazil. The initiative celebrates farmers as climate heroes contributing to Greenhouse Gas mitigation, Energy Security, Water Conservation, Soil Health Regeneration, and Biodiversity Protection — the five pillars underpinning UPL’s COP30 engagement.

A dedicated microsite features 20 farmer stories from around the world, including India, showcasing how agriculture can drive climate action. The campaign calls for policies that support farmers and encourages consumers to recognise their innovation and resilience.

The digital video commercial, filmed across Coorg’s coffee plantations and Mandya’s sugarcane fields in Karnataka, features a multicultural cast representing global unity in climate responsibility. Chairman and group CEO Jai Shroff said the campaign amplifies the message that “the future of climate resilience begins in the fields”. He emphasised that farmers are already leading the change but remain under-recognised in climate discussions.

UPL’s 360-degree rollout includes outdoor branding and digital engagement. In Belém, the campaign spans airport spaces, over 1,000 branded taxis, and 200 buses featuring QR codes linking to farmer stories. Complementing this are targeted digital and social activations highlighting farmers as agents of climate progress.

At COP30, UPL will serve carbon-smart coffee from Brazil’s Mió brand, which captures more CO₂ than it emits, and spotlight low-methane rice farming innovations from India. The campaign also features eco-friendly merchandise promoting the farmer-as-hero message.

As part of its advocacy, UPL is proposing a four-pillar incentive framework — Pay, Protect, Procure, and Promote — to strengthen farmer resilience and reinforce their role in global sustainability.