Inside the Clarkson Craze: What Visiting Diddly Squat Farm Is Really Like
Half an hour into waiting outside Jeremy Clarkson’s Diddly Squat Farm Shop, I began to wonder why I’d bothered. I had traveled to the Cotswolds to understand why this once–quiet corner of England has become a magnet for American tourists, widely dubbed the “Hamptons of England.”
What I quickly discovered was that Clarkson’s Farm — the Prime Video series following the outspoken presenter-turned-farmer — has become one of the region’s biggest unexpected tourism drivers.
Why Americans Are Flocking to Clarkson Country
In the town of Stow-on-the-Wold, locals told me story after story about US visitors arriving purely because of the show.
Audrey Ann Masur, a resident of five years, laughed as she described the demand:
“People ask if they can pay me to ship stuff from the Clarkson shop to their boyfriend — he just loves Jeremy Clarkson.”
Tour companies now run full “Clarkson’s Farm” tours, including guide Glenn Osborne of Go Tours, who said most clients simply want one thing:
A real-life Clarkson photo moment.
Arriving at Diddly Squat: A Mall-Sized Parking Lot for a Tiny Shed
My first stop was Diddly Squat Farm — more than 1,000 acres of rolling Cotswolds countryside, complete with its now-famous shop.
Masur had warned me, “There’s not a lot there,” and she wasn’t wrong.
But as I pulled into a parking lot big enough for a suburban shopping mall, on a rainy weekday no less, I realized the hype was very real.
Dozens upon dozens of SUVs and family cars filled the space. Staff directed vehicles with a level of organization you might expect at a summer festival, not a farm shop.
The Dreaded Queue: Nearly an Hour for a Shed of Snacks
Just beyond the lot, a long snake of visitors stretched toward the tiny wooden shop.
People laughed, chatted, and made Clarkson jokes. I, meanwhile, steeled myself for what locals said could be a three-hour wait.
Thankfully, mine lasted “only” 49 minutes.
A few visitors broke away and returned with pints of Hawkstone beer — Clarkson’s own brew — from a small bar behind the shop.
By the time I reached the entrance, I passed crates of vegetables and a “Cow Juice Dispenser,” essentially a novelty milk-filling station.
Inside the Famous Shop: A Whole Lot of Nothing Special
After the long wait, the interior proved… surprisingly ordinary.
The shed-like space was cramped, warm, and filled with jars of jam, honey, and small-batch farm goods—exactly what you’d find at any countryside market. Some labels referenced the show with names like “Cow Juice” and “Bee Juice.”
For fans, it was charming.
For me? Unremarkable.
I didn’t buy anything, though one T-shirt did make me laugh:
“I spent 49 minutes lining up outside the Diddly Squat Farm Shop and all I got was this lousy T-shirt.”
Tour guide Osborne later admitted he sometimes skips the location entirely:
“Expectation management is key. We really don’t want anyone disappointed.”
Exploring the Grounds: Easter Eggs for Superfans
Outside, I walked the small visitor-accessible area of the farm.
Fans snapped photos of landmarks from the show — Vulva Lake among them — while others pointed toward Clarkson’s now-closed restaurant in the distance.
Even in gloomy weather, the landscape was beautiful.
And clearly, for many visitors, the familiarity of the views was the real attraction.
American Devotion: Meeting Fans on Their Pilgrimage
At Daylesford Organic, during my drive to Clarkson’s pub, I met Brian and Cindy Quinn from Michigan, who’d booked a full Clarkson-themed tour.
Cindy said:
“It’s cool seeing the stuff we watched on the show.”
Brian added:
“If I saw a plane overhead, I’d think it’s Jeremy. He’s got the money to fly over his own land!”
Their enthusiasm put my neutral expectations into perspective.
The Farmer’s Dog Pub: A Big Tent, a Big Crowd, and Big Branding
The pub itself required reservations, but its surrounding complex was open.
Older visitors grabbed burgers and beers at picnic benches, while a large tent offered:
- A bar
- A food stand
- Clarkson-branded snacks
- A butcher booth
- A small merchandise shop
The atmosphere was lively — almost like a mini-festival.
For the first time that day, I felt like I was somewhere with a bit of spark.
Still, for premium food or stylish home goods, I’d rather shop at larger Cotswolds staples like Daylesford or Burford Garden Company.
Final Verdict: A Pilgrimage Only Fans Will Love
If you adore Clarkson’s Farm, Diddly Squat and The Farmer’s Dog will likely delight you.
But for anyone else?
There are far better experiences in the Cotswolds — ones without parking chaos, long queues, or cramped sheds.
I left both sites underwhelmed.
Perhaps if I’d watched the show beforehand, I might have appreciated the visit more.
Then again, maybe I should have used those 49 minutes in line to finally watch an episode.
