Clarkson hopes Cereals event can reignite farmer confidence

Jeremy Clarkson has urged growers to unite and forge solutions when Cereals lands at his Diddly Squat Farm next summer.

He issued a rallying cry to Britain’s embattled farmers, warning that an “anti-farming government” is pushing the sector to breaking point.

In a frank discussion while recording a recent Cereals podcast, Mr Clarkson did not mince his words.

“It’s absolute hell now for farmers, we have an actively anti-farming government who are making things extremely tricky for us all.

“I’m genuinely really cross as there’s no-one in government who understands farming,” he said.

See also: Tickets on sale for Cereals 2026 at Clarkson’s farm

The 2026 Cereals event – to be held 10-11 June at his Diddly Squat Farm in Oxfordshire – is expected to draw 550 exhibitors and about 25,000 farmers, agronomists and contractors.

Mr Clarkson believes the gathering comes at a critical moment for the industry.

“We have got to get together and do something about this government,” he said. “This is why I’m looking forward to Cereals as we’ll be able to share ideas.

“To have an event like Cereals where we can come together and chat is crucial. This is where the ideas we need will come from and can be exchanged.”

Confidence shaken

His agronomist Charlie Ireland, known to Clarkson’s Farm fans as “cheerful Charlie”, echoed that sense of urgency.

“It’s not only a challenge for farmers at the minute, but also a challenge for all businesses because nobody has any confidence,” he said.

“It’s about having confidence to invest in the future and farmers and businesses don’t have that at the minute.”

He added: “I believe Cereals will be a chance to pump a bit of life and fun into the sector… It is only going to help build on that collaboration.”

Mr Clarkson also reflected on the immense strain farmers are under, revealing Diddly Squat’s only good harvest in five years came when cameras weren’t rolling.

“The past five years have just been nuts, we’ve gone from one extreme to the other with the weather. The only good harvest we’ve had was the one year we weren’t filming,” he said.

Above all, he highlighted the emotional toll facing many growers.

“We joke, but farming is a lonely existence. You have one man, losing money and fighting a government that seems to actively not like farming,” he said.

“The despair they will be feeling is tremendous. They will make no money this year and then have to think how they will pay for the seed and fertiliser next year on their own.

“Events like Cereals are really important for farmers to be able to come together and overcome that isolation and worry.”

Despite the pressures, he has no plans to quit farming, insisting: “I will not walk away.”

Event highlights

Cereals 2026 will feature an agronomy zone, technical stages, the new livestock zone, expanded crop protection exhibits and fresh networking spaces including Jeremy’s hops and harmony bar, Kaleb’s korner and Gerald’s gin joint featuring Hawkstone Gin.

Farmers Weekly is a media partner for the event, and tickets are on sale now, with registration available at the Cereals website.