Jeremy Clarkson makes major Cotswolds farm change after 5 years
Jeremy Clarkson has made a significant operational change at his Oxfordshire farm, marking a departure from a five-year tradition that has shaped the rhythm of Diddly Squat Farm since the success of Clarkson’s Farm first took hold.
The former Top Gear and Grand Tour presenter has owned Diddly Squat Farm in Chadlington, in the heart of the Cotswolds, since 2008. While the land was originally a private agricultural venture, it was the launch of Clarkson’s Farm on Prime Video that transformed the once-quiet site into one of the most recognisable farming locations in the country.
In 2020, Clarkson and his partner Lisa Hogan opened the Diddly Squat Farm Shop, initially as a modest outlet designed to sell produce from the farm itself. What followed was an explosion of public interest. Visitors flocked to the village in their thousands, eager to see the farm made famous by the television series and to sample products that had become part of the show’s identity.
Since opening, the farm shop has typically closed for several months during the winter period, usually shutting its doors in January and February. The seasonal closure was partly practical, allowing the business to reset after an intense year of tourism, and partly in keeping with the slower pace of farming during the colder months.
However, that long-standing pattern is now changing.
As the farm heads toward 2026, Clarkson has confirmed that the Diddly Squat Farm Shop will remain open throughout January and February for the first time since it launched. The decision follows what the business described as “high demand,” reflecting the sustained popularity of the shop even outside the traditional tourist season.
The announcement was shared via the Diddly Squat Farm Shop’s official Instagram account, where staff members were photographed holding handwritten signs explaining the decision. The accompanying caption read: “Due to high demand, we’ve decided to keep the farm shop open in January and February.”
The response from fans was swift, with many welcoming the move as further proof that interest in Clarkson’s Farm shows no sign of slowing. For some visitors, winter opening offers a chance to experience the farm without the long queues and traffic congestion that have become common during peak months.
Much of the shop’s appeal lies in the products that viewers recognise from the series. Items such as Bee Juice honey, Cow Juice milk and Clarkson’s own Hawkstone lager have become closely associated with the show’s humour and branding. These products, alongside a rotating selection of local produce, have helped establish the farm shop as both a commercial success and a cultural talking point.
The expansion of the Diddly Squat brand has not been limited to Chadlington. In 2024, Clarkson and Hogan opened The Farmer’s Dog pub in Asthall, a separate venture that also attracted widespread attention. To coincide with the pub’s launch in August, a pop-up Diddly Squat shop was introduced on the site, further extending the brand’s reach beyond the farm itself.
The decision to keep the original farm shop open year-round suggests growing confidence in the business’s ability to sustain visitor numbers even during quieter months. It also reflects how Clarkson’s Farm has evolved from a television experiment into a multi-layered rural enterprise combining farming, retail, hospitality and entertainment.
The announcement comes as Clarkson confirmed that filming on the fifth series of Clarkson’s Farm has recently wrapped. The new season is expected to arrive on Prime Video next year, continuing to document the challenges of modern British farming alongside the presenter’s often blunt commentary on regulation, weather and rural economics.
With another series on the way and winter closures now scrapped, Diddly Squat Farm appears to be entering a new phase—one where the lines between seasonal farming life and year-round public interest are increasingly blurred.