Archive · 7 Nov 2025
UPL Launches #AFarmerCan Campaign to Highlight Farmers' Role in Climate Resilience
Imagine farmers are like superheroes for our planet, helping to fight climate change!
A company called UPL has started a campaign called #AFarmerCan to show everyone how amazing farmers are.
They are doing things like saving water, making soil healthy again, and protecting nature.
UPL wants world leaders and everyone to know that farmers are important for making our world more resilient to climate change.
They are even suggesting ways to help farmers, like giving them rewards for using smart farming methods and helping them sell their sustainable food.
The campaign is happening at a big climate meeting in Brazil, and you can see farmer stories on signs and buses.
UPL launched the global #AFarmerCan campaign to celebrate farmers as climate heroes.
The campaign coincides with the 30th UN Climate Change Conference (COP30) in Belém, Brazil.
It aims to highlight farmers' roles in climate resilience, mitigation, and regeneration efforts.
UPL proposes a four-pillar incentive framework to support farmers' climate-smart practices.
The campaign features farmer stories through digital platforms, local advertising in Belém, and an evocative film.
- Who
- UPL, a provider of sustainable agricultural products and solutions
- What
- Launched a global campaign titled '#AFarmerCan - The hero you don’t know you need' to celebrate farmers as climate heroes and advocate for their recognition in climate resilience efforts.
- When
- Ahead of the 30th United Nations Climate Change Conference (COP30), published on November 7, 2025.
- Where
- Globally, with campaign activities including signage, taxis, and buses in Belém, Brazil.
- Why
- To highlight farmers' contributions to climate resilience, greenhouse gas mitigation, energy security, water conservation, soil health regeneration, and biodiversity protection, and to call on world leaders and consumers to recognize and support their role.
UPL's Perspective
Implied Need for Action
Recognition of Farmers' Contributions
UPL's Perspective
Farmers are already leading the way in climate resilience through innovation, adaptation, and regeneration, but their contributions are under-recognized in global climate discourse.
Implied Need for Action
Policymakers, institutions, and consumers need to recognize and celebrate farmers' strength, resilience, and innovation, and empower them by making them central to climate action.
Policy and Support for Farmers
UPL's Perspective
Policy must stand with farmers, and a four-pillar incentive framework ('Pay', 'Protect', 'Procure', 'Promote') is proposed to strengthen farmer resilience and reward climate-smart practices.
Implied Need for Action
Farmers require subsidies, insurance, access to markets for sustainable produce, and scaling of digital tools and training to effectively implement climate-resilient agricultural practices.
- Campaign Name
- #AFarmerCan - The hero you don’t know you need
- Organizing Company
- UPL Ltd
- Event Context
- 30th United Nations Climate Change Conference (COP30)
- Conference Dates
- November 10-21
- Conference Location
- Belém, Brazil
- Publication Date
- November 7, 2025