UPL, with its presence in over 140 countries, has recently launched its global campaign #AFarmerCan. Jai Shroff, Chairman and Group CEO, UPL Group, in an interaction with AgroSpectrum, elaborates on how UPL is advocating stronger financial and institutional mechanisms that reward sustainable practices and build long-term resilience.

What was the reason behind UPL launching the global #AFarmerCan initiative?

We launched the global initiative #AFarmerCan ahead of COP30 to reshape the world’s perception of including farmers within the climate change discussions. The campaign was conceived to elevate farmers as the often-overlooked “climate heroes,” reframing them not as contributors to the crisis but as indispensable drivers of climate solutions. By positioning agriculture as an important pillar of global climate action, the initiative urged world leaders and policymakers to design climate strategies that meaningfully support and empower farming communities. It also brought attention to how farmers can increase productivity while transitioning toward carbon-negative practices, highlighting their vital role in achieving global sustainability targets.

At the same time, #AFarmerCan showcases the innovative and climate-smart practices that farmers are already deploying across critical areas such as greenhouse-gas mitigation, energy security, water conservation, soil health regeneration and biodiversity protection. Through its proposed incentive framework: Pay, Protect, Procure, and Promote, UPL advocates for stronger financial and institutional mechanisms that reward sustainable practices and build long-term resilience.

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