Jeremy Clarkson urged to make major change at Diddly Squat Farm after gruesome warning

PETA has sent Jeremy Clarkson a ‘Christmassacre’ jumper as part of a festive campaign urging the Clarkson’s Farm star to abandon livestock farming and adopt a vegan lifestyle

Jeremy Clarkson has been called upon to implement a radical transformation at Diddly Squat Farm after animal rights organisation PETA sent him a provocative Christmas appeal, urging the broadcaster to cease livestock farming and convert his Oxfordshire property into an animal sanctuary.

The ex-Top Gear host, who has become an unexpected figure in British farming, was presented with a so-called “Christmassacre” jumper as part of PETA’s seasonal campaign. The group says the graphic knitwear is designed to confront people with the harsh realities of meat consumption during the festive period and encourage them to embrace a plant-based lifestyle.

In a letter sent directly to Clarkson, PETA suggested that “years of sending animals to their deaths” might have “left him cold” and claimed the jumper would help “warm him up” over Christmas. Made from vegan materials, the garment features unsettling images of animals commonly eaten during the holiday season, including turkeys, pigs, and cattle, depicted in ways intended to reflect abattoir conditions, reports the Express.

Signed by PETA Vice President of Programmes Elisa Allen, the correspondence urges Clarkson to “get off the animals’ naughty list” by changing his farming practices. The letter states: “Christmas is a time to reflect on how we can each bring the spirit of peace and goodwill into our everyday lives. We hope our festive jumpers will finally inspire you to adopt a vegan lifestyle and transform Diddly Squat Farm into a sanctuary where animals can live out their lives in peace.”

Allen described the disturbing imagery featured on the jumpers as a “sombre reminder that over 180 million animals are violently killed in the UK during the festive season alone.”

PETA argues that animals raised for meat are frequently kept in cramped and unsanitary conditions before enduring long journeys to abattoirs. The charity says that abandoning animal farming would not only prevent suffering but also reduce carbon emissions and lower the risk of serious health issues associated with meat consumption.

The Christmassacre jumpers, priced at £75 each and available via PETA’s website, are part of a broader campaign that includes a Christmas advertisement currently screening in cinemas across the UK, including Oxford. The advert urges audiences to consider the origins of their festive meals and the treatment of animals raised for food.

Clarkson, 65, purchased the 1,000-acre Diddly Squat Farm near Chipping Norton in 2008, initially as an investment after the tenant farmer retired. For several years, the property was managed by contractors, but Clarkson later took a hands-on approach, which eventually led to the creation of Amazon Prime Video’s hit series Clarkson’s Farm.

First broadcast in 2021, the programme follows Clarkson as he attempts to run the farm with minimal prior experience, documenting the realities of modern British agriculture — from unpredictable weather and rising costs to planning disputes and animal welfare regulations. The series has been a major success for Amazon, introducing farming issues to a wider audience while highlighting Clarkson’s often controversial views on environmentalism, veganism, and rural regulation.

Throughout the series, Clarkson has openly criticised vegan campaigns and animal rights activists, regularly defending meat consumption and conventional farming practices. Diddly Squat currently raises livestock and grows crops, with produce sold through the farm shop, which has drawn thousands of visitors since opening.

A spokesperson for Clarkson has been contacted for comment.