Sovereign courts farming community

Sovereign chief medical officer John Mayhew said some of the company’s biggest life insurance customers were farmers. "If you've got 300 acres in the Waikato, there's a lot of money involved in that."

He said the insurer was encouraging the rural community to be proactive about their health.

“New Zealand’s rural population is facing increasing weight, cholesterol, blood sugar and blood pressure, according to a health screening programme conducted by Dairy NZ and NZ Institute of Rural Health. These are all eminently treatable illnesses that many people can avoid if they take care of their diet, exercise and sleep,” Mayhew said.

He said farmers faced higher instances of stress-related conditions, which could lead to disability claims, especially during periods of financial uncertainty when the dollar was strong and Fonterra’s payout down.