Jeremy Clarkson Launches Only Farmers, Turning His Love of the Countryside into a Bold New Venture.
Jeremy Clarkson, the former Top Gear and Grand Tour host, is taking his passion for farming to a whole new level with the launch of Only Farmers, a subscription-based online marketplace designed to connect visitors with working farms across the UK. While the platform’s cheeky name has prompted a few raised eyebrows, it is anything but risqué: Only Farmers allows users to book farm stays, tours, and private events while enabling farmers to monetize their land more effectively.
The platform is being described as a farm-based alternative to Airbnb, giving visitors the chance to experience authentic countryside life—from family-friendly farm days and workshops to seasonal events and local food experiences. “Only Farmers is launching with UK farms first, while welcoming visitors from around the world to discover the British countryside,” the site explains. “From farm stays and family days to workshops, great food, animals, and events, book directly with the farmer.”
For farmers, Only Farmers offers control over their listings, pricing, and bookings, with full management of communications and payments. This independence appeals to the many small-scale farmers who want to diversify revenue streams while maintaining hands-on oversight. Clarkson, billed as “an aspiring farmer,” emphasizes that the platform provides experiences in the countryside that visitors “never knew existed.” Kaleb Cooper, the breakout star from Clarkson’s Farm, adds: “This is real farms. Real people. Real countryside.”
The launch of Only Farmers coincides with the fifth season of Clarkson’s Farm on Amazon Prime, the series documenting Clarkson’s adventures managing his 1,000-acre Diddly Squat farm in the Cotswolds. Over the past few years, Clarkson has turned the farm into more than just a working agricultural site: he has opened a pub, The Farmer’s Dog, and a farm shop run by his partner, Lisa Hogan. The show has combined genuine farming challenges with Clarkson’s trademark humor, giving viewers an intimate look at rural life and the difficulties of running a large-scale farm operation.
Season five has already featured some emotionally charged moments. Clarkson broke down in tears after being forced to give away pigs that, while beloved, were financially unsustainable. “I love the pigs,” he said. “They make my heart sing … but we’re running a business here, and they make no financial sense at all.” The season has also highlighted Clarkson’s personal struggles, including a recent heart emergency that left him days from death, and his response to political issues, such as burning an effigy of Keir Starmer in protest against a proposed inheritance tax increase.
Despite the occasional controversy, Clarkson’s transformation into a respected figure in the farming community has been widely praised. Adam Henson, presenter of Countryfile and a neighbour of Clarkson, recently commended him for finding a true passion in agriculture. “It seems to me from the people around him and from his own voice that he’s really found a passion in farming,” Henson said. “He’s a great advocate for British agriculture, and he’s tied up with some great people who work on the programme with him.”
Only Farmers represents a natural extension of Clarkson’s current work and media presence. By offering a direct connection between farmers and visitors, it not only opens up new economic opportunities for rural communities but also promotes a deeper understanding and appreciation of the countryside. The platform allows fans of Clarkson’s Farm to engage more directly with the environments they have been watching on screen, from hands-on farm activities to immersive stays that showcase the rhythms of rural life.
For visitors, the opportunity to explore farms through Only Farmers promises unique experiences—from learning how to care for livestock to participating in seasonal harvest events. The venture highlights Clarkson’s commitment to promoting sustainable farming practices and offering authentic experiences, while also providing a much-needed revenue stream for farmers who are often navigating economic pressures in an unpredictable agricultural market.
Ultimately, Only Farmers is more than just a cleverly named platform—it is a reflection of Clarkson’s broader mission: to celebrate and sustain British agriculture while sharing the joys, challenges, and eccentricities of farm life with a global audience. As the series continues to draw attention, both the show and this new venture are cementing Jeremy Clarkson’s unexpected role as an advocate for rural Britain, proving that his interests and influence extend far beyond the television studio.
