Jeremy Clarkson has never been one to shy away from criticism — in fact, he often finds it hilarious. But even he was caught off guard recently when a visitor to his famous Diddly Squat Farm Shop in Oxfordshire decided to tell him, to his face, that he was “incompetent.”
The unexpected insult didn’t come from a disgruntled local or a rival farmer, but from a group of fans who had travelled all the way from China to visit the Clarkson’s Farm star’s now world-famous agricultural business.
Clarkson, 64, who has owned his Chadlington-based farm in the heart of the Cotswolds since 2008, has become one of Britain’s most recognisable farmers since deciding to run the land himself in 2019 — a decision that gave rise to his hit Prime Video series Clarkson’s Farm.
From Motorways to Mud: Clarkson’s Bumpy Road into Farming
When the former Top Gear and Grand Tour presenter first took over day-to-day farming operations, it was meant to be a passion project — a challenge to see whether he could make something meaningful out of his land.
But, as viewers of Clarkson’s Farm know all too well, things didn’t exactly go to plan. From tractor breakdowns to bureaucratic nightmares and angry sheep, every step of his journey has been both chaotic and comedic.
The show’s charm lies in Clarkson’s brutal honesty about his own failings and his unfiltered humour when things go wrong. And, as it turns out, that’s exactly what his global audience loves most about him.
“We Cannot Believe How Incompetent You Are”
In his Sunday Times column, Clarkson recounted the hilarious encounter that left him both insulted and amused.
“So why are they watching?” he wrote, referring to the show’s growing popularity among international viewers, especially in Asia. “It’s a question I put to one of the visitors to the farm shop. His answer was tremendous. ‘It’s because we cannot believe how incompetent you are.’”
The comment, far from offending him, left Clarkson in stitches. He continued:
“Over there, they are bombarded with stories of successful people doing things well, so it makes a nice change to see a fat man f****** everything up.”
The line, classic Clarkson in tone, perfectly captures the self-deprecating humour that has made him such a beloved figure — even among those who come just to laugh at his misfortunes.
The Global Phenomenon of Clarkson’s Farm
Since its debut in 2021, Clarkson’s Farm has become one of Amazon Prime Video’s biggest non-scripted hits. The series follows Clarkson as he fumbles his way through running his 1,000-acre farm with the help (and often the exasperation) of Kaleb Cooper, his fiery young farmhand, and a team of colourful local characters including Lisa Hogan, Gerald Cooper, and Charlie Ireland.
The show’s unfiltered portrayal of the realities of farming — the back-breaking work, the emotional toll, and the constant unpredictability — struck a chord with viewers across the world. Fans in Europe, the U.S., and Asia have all tuned in to watch Clarkson battle weather, livestock, and red tape.
Even his Diddly Squat Farm Shop, which opened in February 2020, has become a major tourist attraction. Every weekend, crowds line up along the Cotswolds country lanes just to grab a jar of honey, a bottle of Clarkson’s Hawkstone beer, or a selfie with the sign.
“A Fat Man Failing Gloriously” — The Appeal of Clarkson’s Chaos
For all his jokes about failure, Clarkson’s accidental success as a farmer has arguably done more for public understanding of British agriculture than any documentary before it. His chaotic, trial-and-error approach has opened millions of eyes to the financial and emotional challenges faced by real farmers.
Ironically, it’s his incompetence that has made him so relatable.
As one fan put it on social media after the story broke:
“He’s the world’s most entertaining disaster. Clarkson messes up in a way we all secretly would — and that’s why we love him.”
Whether he’s accidentally flooding a field, arguing with Kaleb about crop rotation, or battling the council over a restaurant license, Clarkson’s antics have turned Diddly Squat into something much bigger than a farm. It’s become a symbol of perseverance through failure — and of finding humour even when everything goes wrong.
Still the Same Clarkson
Five years after the opening of Diddly Squat Farm Shop, Clarkson’s operation is thriving — despite the chaos. Fans from around the globe still flock to Chadlington to see the place in person, hoping for a glimpse of the man himself.
And while some might call him incompetent, Clarkson doesn’t seem to mind. In fact, he’s built a global following out of that very reputation.
“I think people like to see me struggle,” he once joked. “And they’re right — because I’m very, very bad at farming.”
With Clarkson’s Farm confirmed for a fifth season, and his pub The Farmer’s Dog now open nearby, the TV icon’s agricultural misadventures show no sign of slowing down.
So whether he’s being called incompetent by fans from China or arguing with Kaleb about sheep shearing, Jeremy Clarkson remains exactly what the world expects him to be — unapologetically himself.
And truth be told, that’s precisely why everyone keeps watching.
