Clarkson launches ‘Only Farmers’ to connect public with UK farms
Jeremy Clarkson has unveiled ‘Only Farmers’, a countryside-focused booking platform offering farm stays, workshops, animal encounters and events. Built by farmers for farmers, it enables hosts to manage listings, prices and bookings directly. The site’s tongue-in-cheek name nods to OnlyFans but its purpose is to promote British farms and rural tourism, starting in the UK before opening to global visitors.
Key features and appeal of ‘Only Farmers’
•
The platform is built for bookable farm experiences: workshops, animal encounters, pick-your-own days, tastings, farm stays, private hire, and seasonal events.
•
Only Farmers launches with UK farms first, welcoming visitors from around the world to discover the British countryside.
•
Farmers can manage their own listings, prices, booking rules, payments, and messages directly.
•
Clarkson aims to connect city-dwellers to rural areas and offer experiences they never knew existed.
A boost for British agritourism
The launch taps into a growing agritourism market, with the NFU estimating farm-based recreation, retail and accommodation generating £170m–£660m annually. With more Britons opting for staycations, Clarkson’s platform could offer farmers a steady seasonal income. The timing aligns with public interest in rural getaways amid travel cost concerns.
Endorsements from farming community
Kaleb Cooper, Clarkson’s farm manager, has described the project as ‘real farms, real people, real countryside’. Countryfile presenter and Cotswolds farmer Adam Henson has said Clarkson has found a passion for farming and is ‘a great advocate for British agriculture’, highlighting how Clarkson’s Farm has brought agriculture to a new section of society and helped educate the public.
From Diddly Squat to digital marketplace
Since taking over his 1,000-acre Cotswolds farm in 2019, Clarkson has expanded into a farm shop, pub and now an online booking platform. The Only Farmers launch coincides with Clarkson’s Farm series five, which shows both the humour and hardships of farming, from emotional livestock decisions to health scares. This blend of entertainment and entrepreneurship reinforces Clarkson’s evolving rural brand.
