There's a restaurant here in Salt Lake that has amazing cheesesteak sandwiches. They're nationally known for them, in fact. The place started out humbly enough, as a small kitchen serving up sandwiches in the back of a pottery gift shop. Eventually word got out about the sandwiches, and within a couple of years the pottery gift shop had to find a new space.
What was supposed to be a nice side benefit for those buying some pottery eventually became the entirety of the business. I'm sure the pottery was nice, but those cheesesteaks were...just...wow.
Right now, Farm Bureaus have millions of members. But many of those folks are unaware of the larger benefits of being a member, outside of insurance policies.
Based on our own informal research, as much as 90% of a Farm Bureau's clientele are there for the insurance. A large percentage of those members are entirely unaware that insurance is merely a benefit of membership with a farm bureau. They don't know about political outreach, education programs, community involvement, and the other myriad activities carried out by a Farm Bureau.
This shouldn't be thought of as a problem, but as an opportunity.