I Visited Jeremy Clarkson’s Diddly Squat Farm — And Realized “Clarkson’s Farm” Fans Are Paying for the Brand, Not the Experience

Half an hour into standing in line at Jeremy Clarkson’s famous Diddly Squat Farm Shop, I began wondering why I was even there.

I had come to the Cotswolds to explore why this peaceful corner of England — a place weary Londoners escape to — has recently become a magnet for American tourists. Locals told me again and again that one major reason is Clarkson’s Farm, the hit Prime Video show following the outspoken former Top Gear host as he fumbles his way into farming life.

And somehow, despite never watching a single episode, I found myself on my own unintended Clarkson pilgrimage.

“People Beg Me to Ship Stuff From His Shop”

Before I even arrived at Diddly Squat, I already sensed the scale of Clarkson’s influence.

Inside a cozy café in Stow-on-the-Wold, local resident Audrey Ann Masur, 37, told me:

“People ask if I can ship things from Clarkson’s shop to their boyfriend because he just loves Jeremy Clarkson.”

Then I learned entire Clarkson Farm Tours exist.

Glenn Osborne, owner of Go Tours, told me most of his clients are Americans wanting to see filming locations and “get that social media post.”

With Clarkson’s Farm becoming Prime Video’s most-watched UK original — and a fifth season confirmed — the hype is enormous.

My First Stop: Diddly Squat Farm

The farm spans more than 1,000 acres, but Masur warned me in advance:

“There’s not a lot there. It’s not quaint or quintessentially English. But people love what it represents.”

So, my expectations were low.

Still, when I pulled into the parking lot on a gloomy October weekday, the scale surprised me. There were staff directing traffic. The lot was the size of a mid-range shopping mall.

Hundreds of cars. Families. Tourists. Americans. People taking selfies before even reaching the shop.

The place was buzzing in a way few “small farm shops” ever are.

Then I Saw the Line — and My Heart Sank

A short walk later, I stepped over a grassy hill and saw it:

A queue stretching far across the field.

Families. Older couples. Groups of friends. All chatting happily about Jeremy Clarkson.

Meanwhile, I was mentally preparing for one of the infamous three-hour waits locals warned me about.

A few smart souls wandered to a bar behind the shop and returned with pints of Clarkson’s Hawkstone beer to make the wait more bearable.

49 Minutes to Get Inside

Forty minutes later, I could finally see the entrance. Nearby were:

• crates of fresh produce
• a “cow juice dispenser” where visitors could fill glass bottles with milk
• and plenty of people posing for photos with signs and scenery

When I finally stepped inside, my stopwatch read:

49 minutes.

Not three hours, thankfully — but still far longer than a typical farm shop visit should require.

Most of that time?
Staring at fields.
Listening to strangers chat about Clarkson.
Trying to avoid losing the will to live.