12 June 2024

Demand for British produce soars thanks to ‘Clarkson’s Farm Effect’

Daily News
| The European |

Clarkson’s Farm, the Amazon Prime series that follows former Top Gear host Jeremy Clarkson as he wrangles with the demands of running a 1,000-acre English farm, has helped boost consumer demand for British produce

Data from the online retailer Ocado suggests sales of meat, fish, fruit and vegetables from its “Best of British” aisle have increased significantly since the show returned to screens earlier this month.

Now in its third series, the programme follows Clarkson, 64, as he attempts to run Diddly Squat Farm – with no experience – in Chipping Norton, Oxfordshire.

The latest episodes have seen Clarkson introduce pigs to the farm and sell lion’s mane mushrooms, which he grew, in Diddly Squat’s shop.

According to Ocado, this has coincided with a substantial increase in sales of its pork products. Searches for the mushroom also soared by 482%, the retailer added.

The series’ focus on sustainable farming practices have also been linked to a steep rise in sales of organic produce.

Martha Springham, produce trading manager at Ocado Retail, said: “Programmes like Clarkson’s Farm show consumers just how hard Britain’s farmers work, so it’s brilliant to see our customers supporting them.”

The Diddly Squat Farm Shop secured its first major listing in Amazon Fresh stores and online last month.

Its range includes a variety of foodstuffs like jams and marmalades, in addition to gifts and homewares such as ‘This Smells Like My Bollocks’ scented candles and a ‘Cow Juice’ bottle for life.

The brand – co-founded with Clarkson’s partner Lisa Hogan – had previously only been available at the Diddly Squat Farm Shop and at two other local stores.

Hogan said: “We are thrilled to bring a range full of Diddly Squat farm personality to Amazon Fresh customers – and I think people will love what they find.

“Anything you order really will bring a little bit of the Cotswolds to your home. My favourites, including a great range of rapeseed oils, our hand cut crisps and of course bee juice honey, really will bring a smile to your face.”

Main image © Amazon

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