Why leadership in Caithness and Sutherland is more vital – and more rewarding – than ever
The far north of Scotland has long been home to resourceful, self-reliant businesses – from small family farms to niche manufacturers and specialist service providers. Today, the region is entering a period of accelerated change.
In Caithness and Sutherland, hospitality, agriculture, tourism and renewable energy are all on the rise. The North Coast 500 – a 516-mile scenic route looping around the Highlands – has transformed visitor numbers, with VisitScotland and Highlands & Islands Enterprise reporting significant boosts to hospitality, retail, and food production. Investment in green energy and infrastructure is also attracting a new wave of enterprise.
For local businesses across this vast area, this means significant opportunity, but also the risk of falling behind without bold, proactive leadership. Diversified farms, expanding hospitality firms, and innovative rural ventures all need the right protection and advice to grow with confidence.
That’s where leaders like Julia Fotherby come in. As a self-employed Agent of the NFU Mutual Dingwall and Thurso Agency, Julia co-leads the business with fellow self-employed Agent Jonathan Hogg, running their own insurance and financial services business under the NFU Mutual brand and serving customers across the Caithness, Sutherland and Easter Ross area – which the Dingwall and Thurso Agency estimates at around 6,500 square miles.
“We’re seeing genuine growth in sectors that underpin the local economy,” Julia says. “But the big challenges – like inheritance tax and climate change – aren’t going away. We have a responsibility to make sure our customers are supported through them.”
Understanding the drivers of change
This isn’t just growth – it’s a shift in how rural businesses think and operate. Sectors across the Highlands are reimagining what’s possible, from diversification projects on family farms to hospitality businesses expanding their offer to meet rising demand.
That momentum creates a ripple effect across the local economy. Trades, logistics providers, and professional services are seeing increased demand, while rapid expansion brings new layers of complexity. From insuring new assets to supporting a growing workforce, having advisers who understand the local landscape can make all the difference.
Leading from the centre
As a self-employed Agent of NFU Mutual, Julia combines strategic planning, customer service, team leadership and community engagement. She and Jonathan support farmers exploring new revenue streams, hospitality owners scaling up, and families planning for the future – providing advice tailored to the realities of rural enterprise.
“It’s a huge responsibility – but a brilliant one – to be the voice of your local community and farmers, bringing the issues they face to the attention of the people shaping policy in the central belt. The majority of our community in Thurso is touched by farming, even if they don’t work in it directly. There’s real potential to support, to spotlight the challenges, and to help shape the solutions.”
About NFU Mutual
NFU Mutual has been serving communities across the UK for over a century, offering insurance and financial services built on personal relationships and local understanding. The NFU Mutual Agency Network – spanning more than 200 local offices – combines the strength of a national brand with the commitment of local business ownership.
Why agency leadership Is different
Julia says the biggest difference between running her own agency and her previous corporate roles is the freedom to make decisions that directly benefit customers and the community.
“In big organisations, you can see ways to improve things, but the red tape often gets in the way,” she explains. “Here, if something makes sense for our customers, we can get on and do it.”
Unlike corporate leadership roles, being a self-employed Agent in the NFU Mutual Agency Network offers the freedom to shape your own business, the depth of local relationships, and the chance to influence policy from the grassroots up. You set the strategy, build the team, and represent your community – all with the backing of a trusted national brand.
Why now is the moment
Julia believes the timing couldn’t be better for ambitious people to step into agency leadership.
“We’ve got new partners, new advisers, and huge growth within our agency,” she says. “There’s a real opportunity to help steer that – to be part of where it goes next.”
Her own journey – from retail, logistics and operations into co-leading a rural agency – shows that the right skills matter more than sector background. The self-employed Agent role offers autonomy, flexibility, and the chance to lead a business that makes a tangible difference to its customers and community.
Why it’s so rewarding
For Julia, the rewards go beyond business performance. It’s the satisfaction of helping a farmer diversify into agri-tourism, guiding a hospitality owner through expansion, or supporting a family business through a major transition. Each day brings variety, new connections, and the chance to make a meaningful contribution to the Highlands.
Shaping what comes next
Business in the Highlands is evolving fast. Diversification, tourism, and community-led enterprise are changing the landscape – and leaders like Julia are helping steer that change.
If you’re ready for a self-employed role, where you can lead with purpose, build something lasting, and shape the future of rural Scotland, this is your moment. Bring your leadership skills to a role where you set the direction, shape the business, and make a lasting impact in your community – just as Julia and Jonathan are doing in the Dingwall and Thurso Agency, as part of the NFU Mutual Agency Network. Learn more HERE.
For a confidential enquiry into a self-employed Agent role within the NFU Mutual Agency Network in Scotland, please contact Stephan Papantoniou on 07890 395430 or Stephan_Papantoniou@nfumutual.co.uk
Alternatively, you can apply for our current opportunities in Scotland via the HERE.
