Jeremy Clarkson Strikes Exclusive Deal with Major Supermarket Giant — What’s Next for Diddly Squat?

In a major move that continues to expand his ever-growing business empire, Jeremy Clarkson has secured an exclusive partnership with one of the UK’s leading online retailers, Ocado. The deal, which marks a significant milestone for the Diddly Squat Farm brand, allows shoppers across the country to access the farm’s products for the very first time through a supermarket giant.

The exclusive deal between Diddly Squat Farm and Ocado Retail went live on April 29, making it possible for customers to purchase a selection of farm-produced goods directly from Ocado.com. These products will be featured in the online retailer’s “Best of British” section, allowing them to be easily discovered by those looking for authentic British farm produce.

This is a first for Clarkson’s farm shop, which until now had only sold its products through its own local outlets and the farm itself. The carefully curated product selection includes favorites like Real Ale Chutney, Blackberry Jam, Beer Mustard, and the popular Diddly Dunkers biscuits. Clarkson’s latest business move has opened the doors for many more items to be added in the future, with the potential for new, exciting products throughout the year.

Ocado Retail’s partnerships lead, Lucy Silver, expressed excitement about the new addition to their product offerings. She said, “Diddly Squat is an exciting brand to have on site and allows us to deliver a farm shop experience to our customers’ doors. We’re always looking for ways to support British products and expand the choice of local produce for our customers.”

This collaboration not only brings Clarkson’s farm products into the homes of more UK customers, but it also aligns with Ocado’s mission to support British agriculture and local farmers. Silver also pointed out that the partnership will contribute to the future of British farming by supporting The Ernest Cook Trust’s initiatives to help young people engage with agriculture and understand the value of British produce.

For Clarkson, the new deal represents the next step in the evolution of Diddly Squat Farm, which he co-founded with his partner Lisa Hogan. The two have built the farm from the ground up, offering an authentic, hands-on approach to farming. Clarkson and Hogan’s commitment to supporting British agriculture and promoting sustainable, high-quality food products is evident in every product Diddly Squat sells.

Lisa Hogan described the partnership as a “natural step” towards making the farm’s products more accessible to people nationwide. “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,” she said. “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.”

The collaboration with Ocado comes on the heels of Clarkson’s continued push to make Diddly Squat Farm a household name. Beyond farming, Clarkson has also launched Hawkstone Brewery, which produces a variety of beers for The Farmer’s Dog, a pub he opened in 2024, located just a short distance from Diddly Squat. The success of both his farm and pub ventures has only fueled Clarkson’s entrepreneurial spirit, solidifying his place as one of the UK’s most prominent celebrity farmers.

The partnership with Ocado is also a reflection of the growing interest in Clarkson’s farm brand and the increased popularity of his hit TV series Clarkson’s Farm on Prime Video. As the show continues to resonate with audiences, Clarkson’s audience has grown, bringing even more attention to his farming efforts. The success of the show has undoubtedly played a role in the farm’s continued expansion and newfound exposure, driving the public’s interest in buying Diddly Squat products from an online retailer like Ocado.

In addition to increasing the farm’s product distribution, this collaboration highlights Clarkson’s commitment to the wider farming community. Through his work with The Ernest Cook Trust, Clarkson and Ocado are jointly investing in outdoor learning and land-based skills programs. These efforts aim to equip young people with practical agricultural skills, ensuring that the next generation of farmers is well-prepared for the future.

While the partnership with Ocado is a significant step for Diddly Squat Farm, Clarkson has been clear that his focus remains on creating a sustainable and locally-driven farm operation. Clarkson’s commitment to hands-on farming and his desire to make a real difference in British agriculture continues to be at the heart of everything Diddly Squat stands for.

In the months to come, fans of Clarkson’s Farm will see even more exciting developments from Diddly Squat, as the farm’s product line grows and more people discover the authentic, high-quality food that Clarkson and his team are producing. With Ocado now part of the Diddly Squat story, it’s clear that Jeremy Clarkson’s empire continues to grow – and with it, his commitment to changing the way we approach farming and food production in the UK.

The deal with Ocado is just the beginning for Clarkson, and with more projects in the works, it seems like this farming venture has only just begun to take root. Watch this space to see what’s next for the Diddly Squat brand and how Clarkson’s passion for farming continues to evolve into something much bigger.