The UKULIMA TRUE campaign aims to reduce pesticide risks across the food value chain, protecting farmers, consumers, and the environment. At its heart, it celebrates the pride farmers take in producing safe, high-quality food through authentic and responsible practices. By promoting the use of genuine seeds, inputs, and safe methods, the campaign positions these best practices as a mark of excellence. Farmers who embrace them are portrayed as “true farmers” champions of safe agriculture and stewards of the land. These “true farmers” represent integrity, resilience, and quality, reinforcing the message that safe, ethical farming is not just admirable, but essential for market success and global food security. The campaign is funded by CABI and implemented by CBCC in partnership with County government of Nakuru.