Delphisure, an insurance brokerage, devised a crop insurance product known as 'Farmsure' and, through Bexsure, marketed it to Western Cape wheat farmers for the 2004 season. Although presented as an existing product fully underwritten by Lloyds of London, Lloyds had not yet agreed to underwrite it and ultimately never did. At marketing meetings, including one attended by the first and second respondents, Farmsure was represented as available and underwritten. Relying on these representations, the respondents cancelled or withdrew existing applications for crop insurance with Mutual & Federal and applied instead for Farmsure. The Farmsure product never came into existence due to failure to meet underwriting requirements, and when the respondents’ crops later failed, they were uninsured and suffered pure economic loss. They sued Delphisure and Bexsure for negligent misrepresentation.