Ocado signs exclusivity deal with Jeremy Clarkson’s Diddly Squat Farm
Ocado Retail has signed an exclusivity deal with Jeremy Clarkson’s food and drink brand Diddly Squat Farm.
The deal will see a range of Diddly Squat products – among them Real Ale Chutney, Blackberry Jam, Beer Mustard and Diddly Dunkers – available only on Ocado.com and Diddly Squat’s own website.
The exclusivity deal covers a limited selection of the brand’s products, and will run for six months. The exclusive range is expected to be expanded in the coming months.
“Diddly Squat is an exciting brand to have on site and allows us to deliver a farm shop experience to our customers’ doors,” said Lucy Silver, partnerships lead at Ocado Retail. “We’re always looking for ways to support British products and expand the choice of local produce for our customers.”
Lisa Hogan, co-founder of Diddly Squat Farm, added: “Diddly Squat has always been about celebrating British farming in a hands-on, practical way, from what we grow to how we share it with people. This partnership with Ocado is a natural step in making our farm more accessible to customers across the country, while staying true to our roots.”
As part of the deal, both Ocado and Diddly Squat are making a commitment to co-fund outdoor learning and land-based skills via the Ernest Cook Trust. The funding will help provide outdoor education to children and young people across the UK.
For every purchase of a Diddly Squat Farm product made on Ocado.com up to the end of March next year, 5p will be donated to the charity, up to a maximum total donation of £20,000.
“We’re proud to be playing a part in supporting the next generation of British farming and outdoor careers,” Silver said.
The launch comes ahead of the premiere of the fifth series of Clarkson’s Farm – described by Clarkson as “genuine reality television” – on Amazon Prime Video, in June.
Clarkson launched the Diddly Squat Farm Shop in 2020, as part of the first series of Clarkson’s Farm, which aired the following year.
In 2024, the brand scored its first major listing with Amazon, with products stocked online and in Amazon Fresh stores. The range had previously only been available at the Diddly Squat Farm Shop in the Cotswolds and two other local stores, as well as on the brand’s direct-to-consumer website.
Last year, a select range of the products were listed on Deliveroo’s ultra-rapid delivery service Deliveroo Hop. The deal marked the first time Diddly Squat has been available via an on-demand same day delivery service.
The brand is now available at several major Supermarkets as well as on Joybuy – the UK full category e-commerce site and app owned by China’s biggest retailer by revenue, JD.com.
