What Clarkson’s Farm Has Done for British Farming – And Why Opinions Are Divided
There were probably some rolled eyes when people read online that Jeremy Clarkson, the outspoken former host of BBC's Top Gear, was taking up farming.
Phrases like "publicity stunt" and "weekend hobby" were no doubt flung around, as people perhaps were a little sceptical of how much "real" farming Clarkson intended to do.
Yet, there's no doubt that Clarkson's Farm has turned out to be one of the most unexpected and impressive successes in recent television history. Millions of viewers tune in season after season, seemingly loving the TV presenter's journey into the gritty, often unforgiving, reality of British farming life.
And as the series gained momentum, it became clear that this wasn't just an entertaining watch for people at home - it was having a real impact on the farming industry itself. So, as part of our ongoing series championing all things British farming, we thought we'd take a look into what Clarkson’s Farm really means for British agriculture - the good, the bad, and the controversial.
The Rise of Clarkson’s Farm
Clarkson’s Farm, which premiered on Amazon Prime in June 2021, is set on Jeremy Clarkson's own 1,000-acre farm - named Diddly Squat Farm - near Chipping Norton in the Cotswolds.
The show itself is categorised as reality TV, and it offers viewers a candid glimpse into the world of British agriculture - complete with all its trials, tribulations, triumphs, and Clarkson's trademark wit and blunt honesty.
It's hard to deny the incredible success the show has seen. By the end of the first season, it had garnered millions of viewers, and it was quickly renewed for a second season. This premiered in February 2023 and shattered records as the most-watched Prime Video original in the UK, overtaking shows like The Lord of the Rings: The Rings of Power.
Following this, the show was greenlit for a third season, released in two parts in May 2024, with a fourth season already on the horizon.
Why People Have Fallen in Love with the Show
So, why has this show resonated so deeply with viewers? Perhaps it’s the “star power” effect—after all, the draw of a recognisable face is difficult to ignore.
And at first glance, the idea of a high-profile TV presenter fumbling his way through farming might seem like pure comedy. Of course, you do often hear the low rumbling voice of Clarkson making one of his one-liners or see the expression on farmhand Kaleb Cooper's face when he sees yet another of Clarkson's mishaps come to light.
But then Clarkson, a man best known for his adventures in luxury cars and controversial opinions, doesn’t pretend to be a born and bred "real" farmer; he makes mistakes, he gets irritated, and he often fails spectacularly.
Viewers watch as he struggles with tasks that seasoned farmers could do in their sleep—mending fences, planting crops, and herding livestock. And through it all, even when he gets it all wrong and has to start all over again, he remains determined, which is what people seem to be drawn to.
Overall, it's probably safe to say that Clarkson’s no-nonsense approach and his willingness to show the good, the bad, and the downright frustrating sides of farming have given the British public a glimpse into a world they rarely see. It's reality TV, some would say, at its best.
Diddly Squat Farm Shop & The Farmers Dog
Even if you haven't watched the show, you might have seen that Clarkson opened his own Diddly Squat Farm Shop, which has become a hugely popular destination for fans eager to get their hands on farm-fresh produce.
It has been the subject of many news articles, particularly with the amount of traffic it has caused (more on that later!)
Building on the success of the popular farm shop, and following his inability to open a restaurant onsite as seen in season 2 of the show, Clarkson also opened The Farmers Dog in August 2024. The Farmers Dog is a pub that serves up meals made entirely from locally sourced ingredients, celebrating the best of British farming - which brings us to the next section nicely.
Its Positive Impact on British Farming
The portrayal of Clarkson's Farm is a far cry from the dramatised versions of rural life we’ve seen in the past, like those depicted in shows such as Emmerdale or, arguably, even Countryfile.
For seeing real life in action, you could say that Clarkson’s Farm is more akin to watching 24 Hours in A&E than, say, Grey's Anatomy. It's an honest, often gritty depiction of life; where the stakes are high, and the outcomes uncertain.
Although social media influencers on TikTok, Instagram, and YouTube have been documenting similar content, the show’s global platform on Amazon Prime has helped the farming community reach audiences far and wide.
And the result has been, for the most part, hugely beneficial for 3 main reasons.
1. The Show Helps Raise Awareness of Farming Realities
For many Brits, the show is the first time they've seen the realities of farm life - where the weather isn't just an inconvenience for your weekend BBQ plans, but a potential financial disaster that could cost you tens of thousands of pounds in revenue.
Furthermore, the visible exhaustion and stress seen on the faces of Clarkson and those who work with him tell the story better than words ever could. The demands of lambing season, the uncertainty of whether you can harvest your crops in time, the early mornings and late nights, the 7 days a week schedule - a farming business isn't all fun and games.
We also see the tangible results of Brexit, COVID-19, outdated laws still in place, and government red tape. Whether it’s the loss of £80,000+ in subsidies or the devastation of bovine TB, the show brings to light the ongoing challenges that farmers face—challenges that are often the result of decisions made far from the fields and barns where the real work happens.
These issues being brought to light means they are no longer abstract concepts discussed in news articles or political debates. They are real, affecting real people, and the show has made it impossible to ignore the pressures that our British farmers are under.
2. Local, British Produce is Put Front & Centre
We've always been passionate about advocating for people to buy fresh produce straight from our farms, and it's fantastic to see Clarkson sharing that view - and putting it on TV.
In one episode from Season 2 of Clarkson's Farm, Clarkson and his land agent, Charlie Ireland, sit down to a Sunday dinner made entirely from ingredients grown on Diddly Squat Farm—the lamb, the beetroot, the potatoes, even the flour for the gravy and the mint for the sauce.
This is just one example of where Clarkson shows it is possible to use all British food from our farms, and it was obviously the vision for his restaurant that now has come to life in his new pub - The Farmers Dog.
The menu of the pub is advertised as changing seasonally, depending on what’s available, but it looks like it's a British pub menu as you perhaps used to find it. Chicken liver pate with onion chutney and toast. Sausages and mash. Gammon steak with bubble & squeak. Steak pie. Apple crumble. And a carvery on the weekend. Sounds like heaven to us!
Clarkson's emphasis on British produce also aligns with the “Back British Farming” movement, encouraging consumers to support local farmers by choosing homegrown food. His efforts have significantly influenced public perception, earning him the title of 2021 Farming Champion of the Year from the National Farmers' Union (NFU).
3. There Has Been Real Change Seen in the Industry
Throughout the series, Clarkson attempts various farm diversification projects, including, most famously, opening a restaurant.
However, even despite Clarkson’s resources and celebrity status, he has repeatedly found himself tangled in red tape, struggling to get approval for his projects. This has resonated with many in the farming community, who face similar challenges that affect the survival of their business, but without the same platform to voice their frustrations.
The visibility that Clarkson has provided these struggles has helped to spark conversations and, in some cases, influence changes in agricultural policy. Most notably:
- The introduction of “Clarkson’s Clause", a new planning law that makes it easier for farmers to convert disused agricultural buildings into homes and shops. This is said to be influenced by Clarkson's planning applications controversially being rejected twice by the West Oxfordshire District Council.
So, if the show continues being commissioned, there will be nowhere to hide for the policymakers. Whatever happens, essentially behind closed doors, will be broadcast on television for us all to witness, potentially driving further changes in how farming is governed in the UK.
The Controversies and Criticisms
On the other side of things, it's Jeremy Clarkson; so, unsurprisingly, there have been some controversies involved. He has made a career out of his ability to stir the pot, after all.
Let's have a look at some of the key criticisms faced by the show:
- One of the most vocal groups has been the residents of Chadlington, the small village near Diddly Squat Farm. The sudden influx of visitors drawn by the show’s popularity has transformed the quiet rural area into a bustling tourist destination. Traffic jams, overcrowded roads, and a general increase in noise and activity have left many villagers frustrated.
- It’s also one thing to watch a millionaire TV host struggle with farm work and take risks with his projects, knowing he has the financial safety net to absorb any mistakes. It’s quite another to live that reality without such a cushion. This disparity has led to criticisms that the show, while entertaining, doesn’t fully capture the financial pressures that most farmers face.
Another point worth noting is that the show may inadvertently suggest that “anyone” can take up farming, glossing over the realities of an industry where margins are often razor-thin. However, this potential simplification isn’t entirely without merit.
There’s an argument to be made that Clarkson’s Farm could inspire a younger generation to consider careers in agriculture. This is something we've discussed on our blog previously, and it actually seems to be coming into effect, with applications to agriculture-related degrees seeing a notable increase in recent years, according to data from UCAS.
Bringing British Farming into the Spotlight
Overall, it seems the most significant result of Clarkson's Farm is that it has made British farming a topic of mainstream discussion in many different ways, such as:
- Important conversations are being had about the realities of agriculture in the modern world - and what this means for all of us.
- Farmers are increasingly being acknowledged as irreplaceable parts of our heritage, economy, and culture - just like they deserve.
- There's a newfound celebration of British produce, with more people recognising the value of buying locally and supporting farm shops over supermarkets.
And why does it all work so well with Clarkson's Farm? Perhaps because it is exactly what British farming needed: a loud, unapologetic voice willing to tell it like it is.
Despite his reputation for being brash, Clarkson approaches the farming industry with a surprising level of respect. He doesn’t ridicule farmers or make jokes at their expense for the sake of good television. Instead, he genuinely seems to appreciate the hard work that goes into farming and the crucial role that British farmers play in our society.
This respect, combined with his ability to command attention and provoke discussion, has made Clarkson’s Farm a powerful advocate for British agriculture - whichever way you look at it.
Summary
Love him or loathe him, Jeremy Clarkson has opened the door to important conversations about the future of British farming, and it’s up to all of us—farmers, consumers, and policymakers alike—to ensure that these conversations lead to meaningful change.
We’d love to hear your thoughts. What do you think about Clarkson’s Farm and its impact on British agriculture? Has it changed your perspective on farming, or do you have concerns about its portrayal of rural life?
And if you're interested in learning more about the topic, don’t forget to explore our other blogs on British farming and stay informed about the ongoing developments in this vital industry.
About the Author
Matthew Holland is passionate about sharing tips on how to enjoy the British countryside, whether it’s through family-friendly activities or connecting with nature. Living and working in the beautiful Cheshire countryside, Matthew is a proud advocate for our British farmers and the importance of eating local, seasonal food. He combines his love for rural life with practical advice, helping others make the most of the seasons and embrace the beauty of country living.
