Andrew Ward reflects on Cereals handover to Diddly Squat Farm

Lincolnshire farmer and YouTuber Andrew Ward has urged Jeremy Clarkson to “enjoy” hosting this year’s Cereals event, which is being held at Diddly Squat Farm on 11-12 June.

Reflecting on his own experience hosting the event last year for a third time at Heath Farm, Leadenham, Mr Ward said the industry gathering was as much about supporting farmers and encouraging conversations as it was about showcasing machinery and crops.

See also: 3 regen farmers to share expertise at Cereals event

“I was asked last year why I wanted to host the event again at such a challenging time for the arable sector,” he said.

“For me, it was quite simply that people needed to let their hair down, enjoy themselves and network.”

Mr Ward said the pressures facing agriculture made opportunities for farmers to meet and talk increasingly important, echoing comments made by Mr Clarkson on social media about mental wellbeing in the sector.

“Talking and engaging with like-minded farmers and having lots of networking is fantastic,” he said. “There’s a lot of pressures in farming.”

Three-time host

The Lincolnshire farmer said one of the biggest lessons from hosting Cereals three times now – in 2004, 2008 and in 2025 – was ensuring the host also takes time to appreciate the event.

“It’s such a prestigious event to host,” he said. “But if you’re not careful, you forget enjoy it.

“So, Jeremy, please make sure you enjoy it because it is one heck of an event to host.”

Mr Ward revealed he spent much of last year travelling around the site in a Polaris Ranger, checking exhibitors were satisfied and speaking to visitors.

He also reflected on changes introduced during his tenure, including improvements to the site presentation.

He joked that organisers nicknamed him the “grass police” because of his determination to protect carefully prepared grass areas from vehicles during setup.

“It takes a lot of effort getting grass looking like Wimbledon Centre Court in the middle of a 100-acre arable site,” he said.

Mr Ward also backed efforts to tighten security and restrict attendance at Diddly Squat Farm in Chadlington, Oxfordshire, to genuine farming visitors rather than fans of Mr Clarkson’s television profile.

“I think they’re probably using email addresses and names from previous people who have registered and possibly Defra holding numbers to narrow it down to farmers or people connected with farming, which is good,” he said.

Despite concerns over traffic around the Cotswolds venue, Mr Ward said park-and-ride coach schemes from regional collection points should help reduce congestion.

Wardy’s Waffles blimp flying off towards Lincolnshire © Andrew Ward

The farmer also acknowledged that problems were inevitable at an event the scale of Cereals, recalling how a promotional blimp linked to his YouTube channel, WardysWaffle, broke free during windy conditions last year despite being tied to a 20t tractor.

“It’s things like that you can’t really legislate for,” he said.

“But that’s what farmers are so good at – getting over problems.”

Cereals 2027 details

Mr Ward confirmed he is set to host Cereals again in 2027, from 9-10 June, with terms already agreed, although the future location of the event beyond then has yet to be decided.

Looking ahead, Mr Ward said organisers were considering expanding on-site accommodation at Heath Farm, including glamping and camping facilities, to address pressure on local hotels and encourage more evening socialising among attendees.

Farmers Weekly is an official media partner for the Cereals event.