Following a drastic increase in all-terrain vehicle (ATV) fatalities in rural Ontario (Canada), ICMIF member Co-operators, a leading Canadian financial services cooperative, has announced a strategic collaboration with the Ontario Federation of All-Terrain Vehicle Clubs (OFATV). This partnership underscores Co-operators’ dedication to fostering safe and thriving communities, particularly in rural areas where ATV usage is prevalent.

Guy Laurin, Product Owner for Recreational Vehicles at Co-operators, emphasised the importance of this initiative: “Co-operators is deeply invested in rural communities, supporting small businesses and local growth, which aligns with our broader mission to foster safe and thriving communities. We look forward to working with OFATV to enhance safety education and awareness for all ATV enthusiasts in Ontario.”

This collaboration comes in response to alarming statistics from the Ontario Provincial Police (OPP), which reported a 125% increase in ATV fatalities in 2024. Notably, one-third of these deaths involved alcohol and/or drugs, and over half of the victims were not wearing helmets.

The joint efforts between Co-operators and OFATV aim to address these safety concerns by providing ATV riders with the necessary tools and knowledge to ride safely. “We are thrilled to collaborate with Co-operators, whose values and focus on community safety align perfectly with our efforts to promote safety awareness among all ATV riders,” said Shari Black, Executive Director of OFATV (Canada). She further noted that ATV riding, while a popular recreational activity, is also essential for many individuals in rural areas who depend on these vehicles for work and transportation.

Co-operators offers customers simplified insurance processes, including special coverage options and discounts. They also provide the option to bundle recreational vehicle insurance with home or auto policies for additional savings, catering specifically to the needs of those in rural communities.