Insurance in the agricultural sector is a special sort of property insurance applied to agricultural manufacturers in the aim of preventing the loss of profit made in agricultural activities. It is not limited to crops and fruitage, rather it refers to livestock, domestic and wild animals, and it can also be applied to greenhouses, in forestry and aquaculture. This paper points out to characteristics of crop and fruitage insurance as an instrument for risk management applied in Europe and Serbia. Different insurance systems are analyzed here with an emphasis on the insurance of one type of risk, combined insurance and crop insurance. Different forms of crop and fruitage insurance are given here, with a special emphasis on the share of insured areas, share of insurance premiums in the insured sum, realized technical result expressed through a ratio of paid claims and paid insurance premiums by the insurer, as well as the number of subsidies which the state is using to partially compensate farmers for the costs of insurance premiums. Has a special social and ecological significance, wherein it is the driver of rural development at the same time.

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The paper describes the importance of information and communication technology for the development of the insurance companies, with special emphasis on the current development and potential for further development of marketing, and the distribution of insurance products in particular, which relies on information and communication technologies, especially the Internet. A special place here is reserved for the internet marketing as the most common of Internet uses among insurance companies.

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