Jeremy Clarkson’s Diddly Squat Farm Signs Exclusive Deal with Supermarket Giant Ocado

Jeremy Clarkson, the famous former Top Gear and Grand Tour host, has achieved a significant milestone with his Diddly Squat Farm, marking the farm’s official entry into the world of mainstream retail. In a major development, Clarkson’s farm has entered into an exclusive partnership with Ocado Retail, the UK’s leading online supermarket, which will now offer a selection of Diddly Squat’s popular farm shop products for sale.

This partnership represents the first time that a supermarket giant has agreed to stock products from Diddly Squat Farm, a venture that has gained widespread attention through its appearances on Clarkson’s Farm, a popular Amazon Prime Video series. Starting Wednesday, April 29, customers can purchase a range of farm-fresh products from Diddly Squat through Ocado.com, where they will feature in the online grocer’s exclusive “Best of British” section. This new collaboration brings the unique flavors and farm-made goods of Clarkson’s farm shop to a wider audience than ever before.

A Selection of Farm Fresh Products

The launch range available through Ocado includes an assortment of Diddly Squat’s beloved offerings, including Real Ale Chutney, Blackberry Jam, Beer Mustard, and Diddly Dunkers. These products, all crafted from locally sourced British ingredients, are designed to showcase the farm’s commitment to supporting British agriculture while bringing delicious, handcrafted foods directly to shoppers’ doors. There are also plans to expand the selection in the coming months, ensuring that Diddly Squat’s range continues to grow and meet the tastes of customers nationwide.

Lucy Silver, Ocado Retail’s partnerships lead, expressed her enthusiasm for the new venture, highlighting the excitement of having Diddly Squat’s products available for online purchase. “Diddly Squat is an exciting brand to have on site, and it allows us to deliver a farm shop experience to our customers’ doors,” said Silver. She emphasized Ocado’s ongoing commitment to supporting British products and expanding the choice of local produce available to its customers.

Silver also acknowledged the wider impact of the partnership, pointing out that it would contribute to the next generation of British farming. As part of the agreement, Ocado and Diddly Squat Farm have agreed to jointly invest in outdoor learning and land-based skills initiatives, delivered in collaboration with The Ernest Cook Trust. This partnership will help provide more young people with access to agricultural education and hands-on farming experiences, further supporting the future of British farming.

A Natural Step for Diddly Squat Farm

For Lisa Hogan, co-founder of Diddly Squat Farm alongside her partner Jeremy Clarkson, this new partnership with Ocado feels like a natural progression in making the farm’s products more accessible to a broader audience. “Diddly Squat has always been about celebrating British farming in a hands-on, practical way, from what we grow to how we share it with people,” Hogan explained. She emphasized the importance of reaching out to consumers across the country and connecting them with the values and products that Diddly Squat represents.

Hogan also highlighted the farm’s commitment to supporting the wider farming community. “Supporting the wider farming community, particularly by helping more young people engage with agriculture and understand the value of British produce, is central to what we set out to do,” she said. Through its work with Ocado, Diddly Squat Farm is helping bridge the gap between consumers and farmers, while also contributing to a greater appreciation for local produce.

A Partnership with a Purpose: Supporting British Farming’s Future

The collaboration between Diddly Squat Farm and Ocado Retail is more than just a business arrangement—it’s a strategic move that aims to make a long-lasting impact on British agriculture. The partnership goes beyond simply bringing Clarkson’s farm-made products to consumers; it also focuses on supporting future generations of British farmers. Through its partnership with The Ernest Cook Trust, Ocado and Diddly Squat Farm are investing in outdoor learning initiatives and land-based skills programs designed to inspire and educate young people about the agricultural industry.

The Ernest Cook Trust, which is dedicated to supporting outdoor education and helping young people connect with nature, will work with both Diddly Squat and Ocado to deliver these vital programs. As part of their collaboration, the trust will offer agricultural education to students across the country, ensuring that the next generation has the skills and knowledge needed to carry forward the traditions of British farming.

Clarkson’s involvement in this initiative is rooted in his belief that farming needs to be made relevant to today’s youth. By offering hands-on experiences and real-life learning opportunities, he hopes to spark interest in farming and agriculture, inspiring young people to pursue careers in the industry.

A Bright Future for Diddly Squat and British Farming

The new partnership with Ocado marks a significant step in the evolution of Diddly Squat Farm, bringing Clarkson’s vision for celebrating British farming and local produce into the mainstream. It not only opens up new opportunities for his farm but also supports the broader agricultural community by investing in education and helping to raise awareness about the importance of local food production.

With the backing of Ocado and the added visibility through its online platform, Diddly Squat’s products will be able to reach a wider audience than ever before. Clarkson’s reputation as a trusted figure, combined with the farm’s focus on quality and authenticity, is sure to resonate with customers who are looking for real, locally sourced products that support British agriculture.

As Diddly Squat continues to grow, it will undoubtedly remain a strong advocate for the values of British farming. This partnership with Ocado is just the beginning, and with plans for further product additions and educational initiatives, the farm’s reach will continue to expand, helping to shape the future of British agriculture for years to come.