The company chose to highlight its elaborate 100-year history in a 38-page publication, They Built Better Than They Knew: The Tale of Farmers Home Mutual. Farmers used their publication as an opportunity to reflect on the people, decisions and market forces that shaped them over a century in business. The publication defined their strengths and successes by demonstrating how they adhered to sound business principles and convservative practices throughout their century in business, all while surviving economic tailspins, two world wars, and monumental industry changes.