The Dealer went along to the Irish Farmers Journal/AXA Insurance livestock demo in Roscrea Mart last Thursday night, and was surprised to be greeted by two mobile advertising lorries with FBD billboards parked outside the mart.

It seems the insurer saw the gathering of farmers as an advertising opportunity, whether AXA was there or not. Interesting times, but it has to be good news for farmers to see a bit of competition in the insurance market.