September in the British countryside is a hive of activity. As the rest of the nation tries to shake off the post-holiday blues, farmers the length and breadth of this green and pleasant land are working hard to reap the benefits of their harvest, making the most of the late summer sun. And the weather Gods were on our side as we travelled the North Yorkshire countryside to capture the rural economy at its absolute best.

A Brand Discovery earlier in the year highlighted an opportunity for Rural to represent the modern rural economy; one that’s evolving, diversifying and specialising. And we didn’t have to travel far to see it in action. From combined harvesters guided by GPS to NFC-tagged sheep, innovation was everywhere we turned.

It’s not just in agriculture that things are changing. Across the rural economy businesses are diversifying to thrive. Farm shops, camp sites and cafes were also on the agenda as we sought to represent the many different businesses Rural supports every day.

As the rest of the market talks about protection and preservation, Rural’s aim is to turn the conversation to the future, and the opportunities on offer within our countryside. The brand shoot will be used across all Rural brand communications as it continues on its journey to becoming the most forward-thinking insurer in its field (sorry!).

After an action-packed two days where we covered 300 miles of country lanes, visited ten buzzing locations and consumed countless bacon sandwiches, we headed back to the city confident that the truth is out there, and it’s much more diverse than you might think.