UPL Launches ‘#AFarmerCan’ Global Campaign Ahead of COP30 to Celebrate Farmers as Climate Heroes

Global sustainable agriculture leader UPL has launched an international campaign titled ‘#AFarmerCan – The hero you don’t know you need’, celebrating farmers as key players in the fight against climate change. Introduced ahead of the 30th United Nations Climate Change Conference (COP30) in Belém, Brazil, the campaign seeks to highlight farmers’ contributions to climate resilience, sustainable food systems, and environmental protection.

UPL Launches ‘#AFarmerCan’ Global Campaign Ahead of COP30 to Celebrate Farmers as Climate Heroes

Farmers as Climate Leaders

The campaign showcases 20 inspirational stories of farmers from different continents who are actively reducing greenhouse gas emissions, conserving water, improving soil health, and enhancing biodiversity. These stories form the central theme of UPL’s advocacy at COP30, emphasizing that agriculture is part of the climate solution and that supporting farmers is crucial for achieving a sustainable and resilient global climate system.

UPL’s Four-Pillar Framework

UPL’s campaign is built on a four-pillar framework aimed at strengthening farmer resilience and sustainability:

• Pay: Rewards farmers who adopt climate-smart agricultural practices.
• Protect: Offers insurance and subsidies to safeguard against climate-related risks.
• Procure: Ensures farmers’ access to sustainable and certified markets.
• Promote: Enhances digital tools, soil data systems, and knowledge-sharing platforms.

This model reinforces the company’s belief that empowering farmers equals protecting the planet.

Global Outreach and Awareness

At COP30 in Belém, UPL is running a large-scale awareness campaign across airports, buses, and taxis, displaying QR codes linking to real-life farmer stories. The campaign also uses social media, digital storytelling, and a short film to showcase farmers as unsung climate heroes. Additionally, eco-friendly merchandise aligns with the sustainable theme and spreads the message globally.

Call to Action by UPL Leadership

UPL’s Group CEO Jai Shroff urged global policymakers and consumers to recognize and support farmers through fair policies, incentives, and resources. He stated, “The future of climate resilience begins in the fields,” underlining that farmers should be viewed not only as food producers but as frontline defenders of the planet’s ecological balance.

Exam-Oriented Notes

• The #AFarmerCan campaign was launched by UPL ahead of COP30 in Belém, Brazil.
• It highlights 20 stories of global farmers contributing to climate action.
• The four-pillar framework includes Pay, Protect, Procure, and Promote.
• UPL’s CEO Jai Shroff described farmers as “heroes leading climate resilience.”
• The campaign promotes climate-smart agriculture, digital engagement, and global advocacy

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Question & Answer

Q1. Who launched the international campaign ‘#AFarmerCan – The hero you don’t know you need’?
(a) FAO
(b) UPL
(c) UNDP
(d) ICAR
Answer: UPL

Q2. The #AFarmerCan campaign was launched ahead of which global event?
(a) COP28
(b) COP29
(c) COP30
(d) COP27
Answer: COP30

Q3. Where will COP30 be held?
(a) Paris, France
(b) Belém, Brazil
(c) Nairobi, Kenya
(d) Dubai, UAE
Answer: Belém, Brazil

Q4. How many global farmer stories are featured in the #AFarmerCan campaign?
(a) 10
(b) 15
(c) 20
(d) 25
Answer: 20

Q5. Which of the following is not one of the four pillars of UPL’s campaign framework?
(a) Pay
(b) Protect
(c) Procure
(d) Preserve
Answer: Preserve

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