Cornish Mutual (UK), a long-standing general insurance mutual founded in 1903 by farmers, as an alternative for farmers seeking reliable insurance tailored to their needs, Cornish Mutual has grown to serve farm, business, and personal insurance needs across Cornwall, Devon, Somerset, and Dorset. The company operates with a clear focus on the farming community, valuing relationships, and local knowledge—qualities that distinguish it within the insurance sector. 

A strategy anchored in purpose 

In 2019, Cornish Mutual undertook a comprehensive strategic review to solidify its mission. This exercise clarified its brand positioning and core purpose, aligning the company’s initiatives with its historical roots of supporting Southwest England’s farming community. This focus is reflected in all aspects of its marketing and outreach. Recognising that insurance is deeply relational, Cornish Mutual has developed a model where non-commissioned field advisors engage directly with farmers, building trust and fostering long-term relationships. Through this approach, Cornish Mutual ensures that members feel valued as individuals, not merely as policy numbers. 

Expanding Sservices to promote safety and wellness 

In response to the evolving needs of the farming sector, Cornish Mutual introduced a health and safety service in 2022, reinforcing its commitment to preventive care. This addition complements its traditional insurance offerings by helping members manage risks and improve safety standards. The company’s team of approximately 120 employees drives its mission forward, with a gross written premium of over £33 million. 

Supporting the farming community through events and sponsorships 

Cornish Mutual’s marketing strategy includes a robust presence at agricultural shows, an essential part of the Southwest’s farming culture. Each year, the company sponsors or exhibits at over 23 shows, ranging from regional fairs to smaller community events. These gatherings offer farmers a place to connect, share experiences, and learn. By providing a comfortable space where members can meet with advisors, Cornish Mutual strengthens its ties with the community while reinforcing its brand as a trusted partner. 

In addition to these shows, the insurer organises farm walks and knowledge-sharing sessions on topics like health and safety and soil health. These events create opportunities for farmers to network, gain insights, and participate in professional development activities, enhancing their resilience and sustainability. 

The Future Farming Programme: A holistic approach to change 

Cornish Mutual’s Future Farming Programme addresses the profound transformations taking place in agriculture. Launched as a multi-faceted support initiative, the programme provides members with guidance on crucial issues such as technology, environmental practices, and consumer trends. The programme includes a Next Generation Group, aimed at younger farmers, which fosters networking and knowledge expansion for individuals aged 25 to 45. Additionally, the Young Farmer Bursary scheme offers educational support to aspiring farmers, helping to secure the future of the industry. 

Expanding reach with Farming Focus podcast 

In 2022, Cornish Mutual launched the Farming Focus podcast, designed to amplify the voices of the Southwest farming community. The podcast allows farmers to hear from industry experts and peers, providing practical insights and stories that resonate with listeners. The company partnered with a professional podcast production team to create an engaging and effective format, choosing a real-life farmer as the host to ensure authentic representation. By releasing episodes regularly and incorporating shorter bonus episodes, the organisation has successfully engaged its audience, who can access the content on the go. 

Continuous improvement and audience-centric content 

Cornish Mutual understands the importance of evolving its content to meet audience preferences. Through each series, the company reflects on feedback and adapts the format to enhance listener engagement. By refining episode length and leveraging thematic focuses, Cornish Mutual ensures its podcast content remains timely, relevant, and valuable. This iterative approach reflects its commitment to continuous improvement in delivering resources that genuinely benefit the farming community. 

Purpose-driven marketing as a mutual organisation 

At the heart of Cornish Mutual’s marketing strategy is its purpose: supporting and protecting the farming community. As a mutual, the organisation operates solely for the benefit of its members, fostering a genuine, people-centric approach. Whether through print, digital, or audio, the company is dedicated to reaching its audience in the most accessible and effective formats. This commitment underscores its role not merely as an insurance provider but as a steadfast partner in the farming community’s success and resilience.