I visited Jeremy Clarkson's farm shop 90 minutes from Wales — I took one look and made an instant decision

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Clarkon's Farm breaks Amazon Prime Video's ratings records every time it's released. The current series (the fourth) is its most-watched to date, with an average of 4.4 million viewers per episode.
This makes it comfortably Amazon Prime Video's biggest show of the year, with viewer numbers growing again since series three. There's a fifth series in the works, which is scheduled to premiere in 2026. In the ratings battle, the show is pretty much now just competing with itself — no other Amazon Prime Video show has come close in the last two or three years.
It's not hard to see why it's so popular. It's funny, sad, charming and, of course, it's fronted by the man who made Top Gear and The Grand Tour such hugely popular shows for decades. But as well as knowing how to make a good TV programme (which presumably is even easier when one of the biggest and richest companies on the planet is backing you), Jeremy Clarkson's warmth, passion and a willingness to learn and admit mistakes is what really makes it special (as well as all the abuse he gets from his sidekick and new-found starlet Kaleb Cooper).
He's surely raised significantly the profile of British farming and the relentless challenges they face — from the weather to the mind-boggling cost of tractors and the fact that the cost of fertiliser can leap by tens of thousands of pounds in one fell swoop but you can't just put the price of your potatoes up to cover it. It seems farmers appreciate the exposure too, with one reportedly quoted as saying that Clarkson has "done more for farmers in one series of Clarkson's Farm than Countryfile achieved in 30 years".
I was late to the Clarkon's Farm party and am currently racing through all four series at a rate of around one a day. I love it, it's the highlight of my day. I visited Clarkson's pub, The Farmer's Dog, and two words summed it up perfectly. It was a wonderful experience from start to finish, from wandering around the huge, packed beer garden with views over the Oxfordshire countryside, to the delicious Sunday roast and flawless service.
(Image: Steffan Rhys)
And I also wanted to see the Diddly Squat farm shop as it's such a central part of the series, from Clarkson's disputes with the local West Oxfordshire District Council, his attempts to sell cartons of nearly-gone-off nettle soup for £10 or his partner, Lisa Hogan, trying to sell clothes made in China despite rules that everything sold in the shop must have been made within 16 miles. One of the funniest moments of the series is when land agent Charlie Ireland spots marmalade for sale, does a double-take and stutters: "But we don't grow oranges!"
The farm shop is around 12 miles north-east of The Farmer's Dog, just south of Chipping Norton. One thing that really seemed to annoy council officials and some neighbours in the earlier episodes of the show was the huge number of people visiting the shop, clogging up the surrounding roads and parking on grass verges. So I was expecting it to be busy — and, oh boy, was it busy.
Arriving by car (though there is also a dedicated Diddly Squat bus stop outside), stewards in high-vis jackets directed us to a large nearby field where, despite the hundreds of cars already parked, we got a parking space easily (the traffic queues on the road were very short-lived too).
Once parked, it was a short walk across the road to the farm shop, which is without question the most popular farm shop in the country. There seemed to be new, purpose-built pavements on either side of the road, which is a good idea on a previously-deserted country road on which thousands of people now descend on a daily basis.
There were already hundreds of people milling around, waiting patiently to get a selfie near the shop sign, queuing for a Hawkstone beer or food from the resident food van, or sitting on one of the many wooden picnic benches. But when I saw the queue for the farm shop (which is adorably small and way smaller than I was expecting) I immediately decided that I would not be joining it. It was huge and I think I overheard someone say they had been waiting an hour already.
I would have loved to have seen in person all the prodcuts on sale — fortunately, you can buy loads of them at the large shop next to The Farmer's Dog with barely any queue at all and I came away from there with some Bee Juice honey (£12) and a crate of Hawkstone lager (£28 for 12 bottles). And you can read what my colleague thought of the food from the farm shop here.
Just like the pub, it felt like everyone was thrilled to be there and I came away thinking fondly of the phenomenon Jeremy Clarkson and his team have created in this peaceful part of the country. I may not have set foot in the shop itself, but I'm still very glad I stopped by.
What can you buy in Jeremy Clarkson's Diddly Squat Farm Shop?
As well as its fresh produce, the food from the on-site food van and Hawkstone beers, here's a selection of goods you can buy at the farm shop.

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