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While the conversation about incentivizing smallholder farmers and agri-food entrepreneurs to adopt agricultural insurance has revolved around increasing their awareness of insurance and reducing the cost of agri-insurance, it seems like something even more critical is arguably missing from the discussion. It is not a needs-specific agri-insurance product or cost-effective premium, or even awareness of the concept of insurance itself. It is about trust. While seemingly a minor issue, the deficit of trust in insurance providers, in the insurance process, and in insurance effectiveness significantly contributes to the seemingly insurmountable insurance coverage gap that is considered gaping in the agriculture sector.