NFU MUTUAL has hired TV personality and farmer, Jimmy Doherty, as its 'farm ambassador', promoting the work that small farmers do in order to produce quality food while protecting the environment and playing a leading role in the rural community.

"We need small farms to look after the land, keep rare breeds going and to hold the fabric of the countryside together," said Mr Doherty. "Small farmers have a great story to tell – but are so busy working that they don’t get the chance to talk about the great work they’re doing so I hope to be able to use this role to spread the message and support farmers – from those who have just started out, to families who have been working the land for generations.

"Farming today isn’t just about riding on a tractor; you have to be the vet, you have to be the engineer, you even have to now be the shopkeeper with a farm shop. To protect a dynamic farm business you need an insurer with farming expertise and local people to grow the business with you – and that’s why I’m with NFU Mutual."

NFU Mutual marketing director, Gina Fusco, commented: "Jimmy is a brilliant communicator whose TV programmes captured the hearts of viewers by showing how his passion for farming helped him meet the challenges small farmers face.

"As the insurer of three quarters of the nation’s farms, we understand the intense pressure small farms are under and are determined to help them survive and thrive for the benefit of present and future generations."