Protecting Rural Lives and Livelihoods

70% of customers agree that NFU Mutual helps to
support their welfare

Maintain over 50% of customers
agree that NFU Mutual helps to
support their welfare

Maintain over 50% of customers
agree that NFU Mutual helps to
support their welfare by 2029

69% of customers in farming-related occupations
agree that NFU Mutual supports their welfare

Maintain over 50% of customers
in farming-related occupations
agree that NFU Mutual supports
their welfare

Maintain over 50% of customers
in farming-related occupations
agree that NFU Mutual supports
their welfare by 2029

Over £440,000 of investment in initiatives helping our members combat rural crime

66% of customers in farming-related occupations
agree they are aware of prevention solutions to help
them manage the overall cost of rural crime risk

68% of customers in farming-related
occupations to agree they are aware
of prevention solutions to help them
manage the overall cost of rural crime
risk

70% of customers in farming-related
occupations to agree they are aware
of prevention solutions to help them
manage the overall cost of rural crime
risk by 2029

40% of customers in farming-related occupations
agree they use rural crime prevention solutions, as
provided and highlighted by NFU Mutual, to help
manage the overall cost of risk 

43% of customers in farming-related
occupations to agree they use rural
crime prevention solutions, as provided
and highlighted by NFU Mutual, to help
manage the overall cost of risk

45% of customers in farming-related
occupations to agree they use rural
crime prevention solutions, as provided
and highlighted by NFU Mutual, to help
manage the overall cost of risk by 2029

53% of customers in farming-related occupations
agree NFU Mutual has raised awareness with the wider
public of the challenges rural crime poses 

55% of customers in farming-related
occupations to agree NFU Mutual has
raised awareness with the wider public
of the challenges rural crime poses 

60% of customers in farming-related
occupations to agree NFU Mutual has
raised awareness with the wider public
of the challenges rural crime poses by
2029

In 2024, we will continue to share
Rural Road Safety guidance. We
will canvas views and work with
partners to create and release a ‘Code
for Countryside Roads’ guidance
document on how people should use
rural roads safely

NFU Mutual published the first Code for Countryside
Roads in 2024.

Of customers who say they are aware of
NFU Mutual's Rural Road Safety support, 93% to
agree that NFU Mutual's Rural Road Safety campaign
encourages safer, more considerate use of rural
roads

Of customers who say they are aware of
NFU Mutual's Rural Road Safety support,
maintain over 80% to agree that
NFU Mutual's Rural Road Safety campaign
encourages safer, more considerate use of
rural roads

Of customers who say they are aware of
NFU Mutual's Rural Road Safety support,
maintain over 80% to agree that
NFU Mutual's Rural Road Safety campaign
encourages safer, more considerate use
of rural roads 

New target

Of customers who say they are aware of
NFU Mutual’s Rural Road Safety support, 57% agree
they practice safer driving habits as a result of
NFU Mutual’s rural road safety campaigns 

Maintain over 50% of customers who say
they are aware of NFU Mutual’s Rural Road
Safety support agreeing they practice safer
driving habits as a result of NFU Mutual’s
rural road safety campaigns

Maintain over 50% of customers who say
they are aware of NFU Mutual’s Rural Road
Safety support agreeing they practice safer
driving habits as a result of NFU Mutual’s
rural road safety campaigns 

17% of eligible home claims settlements included
flood resilience measures

£8.7m of funding

Establish benchmark and targets for social
value delivered through NFU Mutual’s
community support

£1m donated through the
NFU Mutual Charitable Trust

Funding to be increased to £1.2m using funds from
the uplifted annual charitable giving pledge

Establish benchmark and targets for social
value delivered through NFU Mutual’s
community support

Maintain £300,000 of funding

Establish benchmark and targets for social value delivered through NFU Mutual’s community support

Maintain £21,000 of funding

£31,411 of funding that supported
four bursary recipients