CABI - through its PlantwisePlus programme - is seeking to reduce the risk of pesticides to stakeholders in the food value chain. Reducing pesticide risks for these actors will improve the safety of food and protect farmers and environmental health. PlantwisePlus also works to ensure safer plant protection products, such as biopesticides and biocontrol products are readily available & affordable to farmers. Efforts to achieve these goals are multi-faceted and include policy-level discussion and advocacy in order to provide an enabling environment for risk reduction.

Farmers are naturally proud, they take pride in their skills, their land and most importantly their ability to feed the world. That's why they always strive to be the best, they want to produce the highest quality products and fetch the highest price in the market. Great produce goes hand in hand with authenticity. Authenticity of seeds, fertilizers, agrochemicals used, methods used.

This campaign will glorify best practices in farming, depicting the farmers utilizing these practices as “true farmers.”