The use of All-Terrain Vehicles (ATVs) and Utility Task Vehicles (UTVs) has been on the rise in U.S. farms, proving essential for various tasks such as inspecting crops and livestock and transporting supplies. This surge in popularity is mirrored by the powersports industry's growth, with expectations to almost double in market value to $69 billion over the next decade.

However, along with the increased utilization of these vehicles comes a heightened level of risk. According to the U.S. Consumer Product Safety Commission, over 700 deaths and 100,000 injuries treated in emergency departments annually involve ATVs and UTVs. Disturbingly, more than 10% of these injuries, totaling 11,000, affect children and teenagers, highlighting the need for enhanced safety measures.

To address these concerns, Nationwide Agribusiness has launched a new safety initiative called Let’s Champion Rider Safety. Dirk Pollitt, vice president of Farm Sales and Underwriting for Nationwide Agribusiness, emphasized the importance of recognizing the risks associated with ATV and UTV use. He stated, “As a protection-focused company, Nationwide is in a strong position to help address this issue and keep farmers and their families safe.”

The initiative, developed in collaboration with Dale Earnhardt Jr., The ATV Safety Institute (ASI), and the Recreational Off-Highway Vehicle Association (ROHVA), aims to raise awareness and promote safe and responsible ATV and UTV use. It will provide vital safety information, free training programs, and guidance to ensure the well-being of operators and their families, especially youth riders who are at a higher risk of injury.

In addition to online resources, Nationwide plans to organize in-person safety events for youth riders in Iowa and Ohio in 2024 in partnership with the RideSafe Foundation, with potential expansion to other states. Pollitt reiterated the importance of responsible riding, stressing that it is about safeguarding loved ones and oneself.

Nationwide's Let’s Champion Rider Safety initiative aligns with the company's commitment to supporting and advancing agriculture's future. This effort adds to Nationwide's existing initiatives such as Grain Bin Safety Week, the Golden Owl Award, and Land As Your Legacy.

For those interested in learning more about the Let’s Rider Safety campaign or accessing campaign materials, visit Nationwide.com/ATVsafety.