Country life.

Farmers are having a hard time of it at the moment. Brokers that can win over their confidence and find them better and, where possible, cheaper cover, will be onto a winner, says David Murray Wells.

Many brokers will at some point be faced with a farming risk or will
consider targeting the agriculture and farming sector. However, this is by
no means a straightforward market and brokers need to be aware of farmers'
attitudes to insurance.


When a farmer approaches a broker for a quote they usually have a very
specific agenda. Most have little appetite for change and are often
seeking a weapon with which to berate their existing insurers. Farmers
tend to be a very loyal bunch and over 60% of them