Safety campaigners launch countryside code for roads

Higher death toll on rural highways

Fatal accidents on rural roads could be reduced following the launch of new guidance from safety campaigners.

Some 969 people died on rural roads in 2023, according to the latest Department for Transport (DfT) figures. The death toll is some 70% higher than on urban highways – despite there being fewer than half the number of collisions.

In a bid to reduce the accident rate, Rural insurer NFU Mutual has teamed up with the four UK farming unions to publish safety advice, warning that collisions on rural roads are currently four times more likely to result in a fatality.

The Code for Countryside Roads promotes the safe, considerate use of countryside highways. The 28-page online guide contains hints and tips on better driving techniques, the need to take time and respect for other road users.

NFU Mutual chief executive Nick Turner said: “We are keenly aware of the importance of countryside roads and the distress and disruption caused by collisions – particularly on the sad occasions where a life is lost.”

Lives lost

Describing rural roads as the arteries of the countryside, Mr Turner said good transport links were vital to the rural economy and to tourism. It was extremely concerning that a vastly disproportionate number of lives were lost on rural roads, he added.

“Every road death is an avoidable tragedy,” said Mr Turner.

“Every road user has a responsibility to protect themselves and others, but the disparity in safety between urban and rural roads and the higher risk shouldered by vulnerable road users suggests more can be done.

One in every 32 collisions (969 of 31,183) on rural highways during 2023 resulted in a death, compared to one in every 122 (571 of 69,706) on urban roads, according to NFU Mutual’s 2024 Rural Road Safety Report.

Mr Turner said: “That is why NFU Mutual has been campaigning for several years to improve rural road safety by raising awareness of the risks inherent to countryside roads, and why we are proud to publish a Code for Countryside Roads.”

The code has been based on feedback from over 700 members of the public. It is being supported by the Royal Society for the Prevention of Accidents (RoSPA) Farm Safety Foundation, British Horse Society and Older Drivers Forum.

To download the rural roads guidance,    visit www.nfumutual.co.uk/ruralroads.

Help on hand to recruit farm staff

Farm businesses hit by a shortage of skills and labour in the sector are being encouraged to join the Institute for Agriculture and Horticulture (TIAH).

Developed in response to industry feedback, TIAH group membership is designed to help farm businesses recruit, retain and develop staff, all while easing their administrative load.

TIAH chief executive Stephen Jacob says: “TIAH’s 2022 report found 63% of UK farm businesses reported difficulties in filling certain roles, with 39% of these roles sitting empty for over a month.”

Skills and labour shortages are placing significant pressure on farm businesses. “To support long-term resilience and sustainability in agriculture and horticulture, we have to address these labour and skills gaps.”

High cost

Replacing a member of staff can cost the equivalent of more than a year’s salary, says Mr Jacob. As well as time spent recruiting and training the new employee, it includes a temporary loss of productivity and skills.

“By making use of the online service to actively support and recognise lifelong learning, farm businesses will build a reputation for professionalism and innovation, making them more attractive as employers.”

Streamlined

TIAH’s Linda Christoffersson says the new offer helps farm businesses streamline team training with a manager’s view of online learning activity, allowing instant oversight of course completions and training needs.

The online service includes a document store, allowing farm businesses to upload and securely store critical documents – including insurance, and training certificates – and alerts when renewals are due.

Ms Christoffersson explains: “This feature streamlines administrative tasks and supports compliance, saving farmers and growers valuable time and money which allows them to focus on the business.”

Digital tools

Group membership also provides digital tools and resources tailored to the unique needs of farm businesses, regardless of size. Each team member is given a tailored learning journey that aligns with their role and development goals.

Ms Christoffersson says: “Strong uptake of our student membership has shown that the next generation put a strong emphasis on structured learning and expect learning opportunities from their employers.

Marketplace

“Group membership enables farm businesses to meet these expectations, positioning them as preferred employers in a competitive marketplace, helping them to retain staff and contributing to better overall farm performance in the long-term.”

For TIAH membership details, visit

tiah.org/en/group-membership.