More than 25,000 farmers are expected to descend on Diddly Squat Farm this June when the UK’s flagship arable event, Cereals 2026, opens its gates at the home of broadcaster-turned-farmer Jeremy Clarkson.
Over two days on June 10 and 11, the annual agricultural show will bring together more than 650 exhibitors alongside thousands of growers, contractors and industry leaders, marking a major move to a new venue and introducing a range of fresh attractions to the long-running event.
Organisers say the relocation to the Oxfordshire farm – made famous through Clarkson’s popular farming series – will bring added attention to the sector at a time when British agriculture is facing mounting pressures from rising costs, volatile commodity prices and ongoing policy changes.
Among the new exhibitors anchoring the line-up this year is trailer manufacturer Fruehauf, which will not only exhibit but also serve as co-host and main sponsor for the 2026 show.
The company, which has more than a century of experience producing agricultural trailers, sees the event as an opportunity to strengthen its links with the farming community while also engaging with a wider audience drawn by the location.
David Lewington, head of sales, said Fruehauf welcomed the added visibility the venue could bring to farming.
He said: “With the event being held at Diddly Squat, the event should draw more attention to the major issues that UK farmers are facing and to the important role British farmers play in the UK and global economy.
“Two thirds of our customers are part of the agricultural sector, from individual farmers making a one-off purchase of a tipping trailer every 12 years, to large agricultural businesses operating hundreds of trailers that move produce for thousands of farms.
“Being involved in Cereals gives us a chance to catch up with existing customers, meet potential new customers and listen to their feedback.”
Visitors will also see Fruehauf unveil its latest innovation, a Hydraulic Drive Bulk Blower Trailer designed primarily for the animal feed and wood pellet sectors. The system includes an internal hose delivery mechanism enabling materials to be discharged several metres from the trailer, offering greater flexibility for deliveries on narrow rural roads or sites with restricted access.
Alongside the technology displays and crop plots traditionally associated with the event, organisers are introducing several new themed areas aimed at broadening the show’s appeal.
One of the most anticipated additions is the Nofence Livestock Zone, which will bring live animals and livestock technology to Cereals for the first time, including appearances from the goats made famous at Clarkson’s farm.
A dedicated youth and contractor space known as Kaleb’s Corner will also feature at the show, named after Clarkson’s farming co-star and aimed at highlighting opportunities for the next generation of farmers.
Fitness enthusiasts will be able to watch a qualifying round of Britain’s Fittest Farmer competition before the finals take place later at Clarkson’s pub venture, while visitors looking for a more relaxed atmosphere will find food, drink and live entertainment at a series of themed hospitality areas across the site.
These include a pop-up version of The Farmer’s Dog pub, the Hawkstone Hops & Harmony bar and The Farmer’s Gin Bar, creating a festival-style environment alongside the machinery displays and technical demonstrations.
In another first for the show in recent years, visitors will also be able to shop directly at the farm, with both the main Diddly Squat Farm Shop and a pop-up retail outlet opening during the event.
Despite the new attractions, the core focus of Cereals remains firmly on farming innovation and practical advice. Key technical discussions will centre on crop performance trials and regenerative agriculture, alongside demonstrations in spraying technology, seed development and soil management.
Clarkson said hosting the event was an opportunity to highlight the realities of modern farming.
He said: “Farmers are facing so many issues at the moment and hosting Cereals was our chance to do something positive for the industry and showcase some practical advice and ideas for food producers. We hope to shine a spotlight on farming in the UK and educate people about the challenges farmers face.
“Cereals is an opportunity for us to come together and find the solutions we all need. We’re really looking forward to welcoming farmers from across the UK.”
