Starting in 2010, Embrapa Clima Temperado, a public research organization in Brazil, has developed strategies for strengthening the identity of custodian farmers in the state of Rio Grande do Sul, Southern Brazil, in cooperation with several farmers, civil society and research organizations. The objectives were to support the work of custodian farmers and to recognize their important role for the conservation and sustainable use of PGRFA, including for food and nutrition security. Numerous individual farmers and initiatives engage in agrobiodiversity conservation in different parts of Rio Grande do Sul; in this situation, Embrapa has worked towards forming associations of such custodian farmers to strengthen their identity. Since 2010, more than 200 custodian farmers and twelve ‘nuclei’ of custodian farmers have been identified in several regions of the state; seven seminars, including one international, and more than 70 seed exchange fairs have been held. High levels of participation of custodian farmers reflected their desire to exchange and establish contacts among each other. This measure has helped to raise awareness of the important contributions’ custodian farmers can make to achieving societal goals, if they are supported by the recognition of society, especially urban people.