‘For Farms’ Sake’ – Clarkson and Hogan rebrand Diddly Squat Farm Shop

The stars of Clarkson’s Farm opened the shop in 2020. The Diddly Squat Farm Shop’s previous logo featured a tractor, which has now been replaced by a cockerel holding a pitchfork.

According to the Oxford Mail, the team said that the new symbol exists to mark out “food that’s worth buying”, which is described as honest and benefiting farmers who deserve fair pay for their work.

The new campaign aims to support British farmers, who produce the nation’s food and are currently facing a number of pressures.

The owners explained: “It’s no cock-and-bull story, we’ve got a fresh look to celebrate the best of British farming with our iconic Diddly Squat cockerel.”

Helping British farmers

Mr Clarkson reportedly said: “Nothing winds me up quite like food that has nothing to do with the people who actually grew it.

“Our food does. Shopping shouldn’t be complicated. You pick up a jar of mustard. You help a British farmer. That’s it.”

Fans of Clarkson’s Farm are invited to visit the shop and see its fresh new look.

Diddly Squat Farm Shop has never been a brand that does things by halves. And its new look is no different. The farm shop, which started life selling potatoes and water in the Cotswolds has since become one of Britain’s most talked-about food brands, thanks in no small part to the hit Amazon Prime show – today unveiled its bold new identity built around one very simple, very heartfelt belief: British farming deserves to be celebrated and is something to be proud of.

The new brand rallying cry, ‘For Farms’ Sake’ says it how it is. Spotlighting farms and the people who make them what they are. Banging the drum for the farmers who get up at 4am in the rain, it’s a promise from Diddly Squat that products on their shelves help farmers farm and Jeremy, Lisa and the team want to bring the joy of the farm to households up and down the country. From today, every single pack also carries one clear line: ‘Buying this helps farmers farm. Find out why at diddlysquatfarmshop.com.’

And then, there’s the new cockerel logo – pitchfork in hand, chest puffed, and ready to back and champion British farmers. The new Diddly Squat Farm logo is a stamp of approval (the sort you’d find on a battered desk in a draughty farm office). It exists to mark out food that’s worth buying: honest and benefiting farmers who deserve fair pay for their work. Known for viral products such as the bespoke and unique Jeremy’s Hot Seed Beer Mustard, Diddly Squat Farm Shop is introducing more delicious food cupboard staples to the mix – focusing on high quality foodie produce and gifts that make you genuinely happy to open the fridge.

And the rebrand doesn’t stop at the packaging. The Diddly Squat Farm Shops have undergone a full refit, and reopen doors to the public on Wednesday 25th March. It’s the same farm shop with its Diddly charm and organised chaos that first drew crowds of devoted fans to a muddy layby in Chipping Norton, just with smarter fixtures, a lick of paint and a seasonal vibe that will change throughout the year.

The context couldn’t be more urgent. According to a 2025 Farmdex report, 51% of British farmers have considered leaving the industry in the past year due to financial strain, while a staggering 95% expect family-run farms to decline over the next decade if the current trajectory continues. It’s against this backdrop that the Clarkson’s Farm series following Jeremy Clarkson and Lisa Hogan as they manage Diddly Squat Farm in the Cotswolds has resonated so deeply with British audiences. Praised widely by the farming community for shining a light on the realities of modern agriculture, the brutal weather, the bureaucracy, the thin margins, the show has done something few TV programmes manage: it’s made millions of people care about where their food comes from. The brand refresh is the next chapter of that story.

With an expanding product range, from Cow Juice milk and Bee Juice Honey, to Jeremy’s Hot Seed Beer Mustard made with Hawkstone Lager, Diddly Squat Farm Shop has quietly created a selection of condiments, sauces, jams, oils and more. Many products contain ingredients sourced directly from Diddly Squat Farm itself or from neighbouring farms and suppliers in the Cotswolds.

Agriculture accounts for 69% of the UK’s total land area, 16.8 million hectares, and employs approximately 460,000 people. It feeds the country, shapes the landscape and underpins rural communities from the Cotswolds to the Cairngorms. And yet it doesn’t always get the recognition it deserves. Diddly Squat Farm is doing something about it, one jar of bee juice at a time.

Lisa Hogan, co-founder of Diddly Squat Farm Shop, said: “At Diddly Squat Farm we grow and source ingredients to support British farming, and we want people to feel the joy of the farm the moment they pick something up. We can’t wait to welcome visitors back and see our regulars again!”

Jeremy Clarkson, co-founder of Diddly Squat Farm Shop, added: “Nothing winds me up quite like food that has nothing to do with the people who actually grew it. Our food does. Shopping shouldn’t be complicated. You pick up a jar of mustard. You help a British farmer. That’s it.”

The new design of The Diddly Squat logo is bold enough to stamp itself on anything: a bottle of Well Good Water, a bag of Diddly Crisps, a jar of Bee Juice honey. The business champions real food, from real farms, with a brand that’s not afraid to say exactly what it thinks. Diddly Squat Farm Shop plans to launch more new products later this year too.

Buying from Diddly Squat Farm helps farmers farm. Find out why at diddlysquatfarmshop.com

The Diddly Squat Farm Shop on Chipping Norton Road is open Tuesday to Sunday from 9.30am to 4.30pm, including all Bank Holidays. Products can also be purchased from the shop at The Farmer’s Dog Pub.