Farmers hail hit Cereals show at Diddly Squat Farm
Farmers have hailed this year’s Cereals event at Jeremy Clarkson’s Diddly Squat Farm as a major success, with many suggesting the TV presenter turned farmer helped inject fresh energy into the UK’s biggest arable farming show.
Held on 10-11 June near Chipping Norton, Oxfordshire, Cereals 2026 attracted about 25,000 visitors and more than 650 exhibitors, making it one of the largest editions in recent years.
Ahead of the event, organisers faced concerns that Mr Clarkson’s celebrity status and the popularity of Clarkson’s Farm could lead to severe traffic congestion across the Cotswolds. However, most visitors reported smooth access and a well-managed site.
Although heavy rain especially on day two left parts of the showground muddy and difficult underfoot, attendees were overwhelmingly positive about the atmosphere, organisation and quality of exhibits.
Many farmers said Mr Clarkson’s involvement had broadened the event’s appeal without detracting from its agricultural focus.
Martin Williams, an arable farmer from Herefordshire, said Cereals had “a real buzz again”.
“I was cynical about Jeremy Clarkson wanting to host Cereals, but I think he did it for the right reasons,” he said.
“Despite the difficulties organisers and exhibitors faced due to the weather, it got people there who might not normally attend. Jeremy Clarkson hosting gave it a good profile and didn’t detract from the event at all.”
Visitors found a trade-focused show packed with machinery demonstrations, crop plots, agronomy advice and technical discussions, while benefiting from the profile Mr Clarkson has brought to British farming through television.
A spine-tingling performance from Britain’s Got Talent winners the Hawkstone Farmers Choir on the Farmers Weekly Stage on day two, alongside a new Livestock Zone and heats for Britain’s Fittest Farmer, added fresh dimensions to the event.
Cereals 2027
Attention is already turning to next year, with Cereals 2027 set to return to Andrew Ward’s Heath Farm, Leadenham, Lincolnshire, on 9-10 June.
Mr Ward congratulated Mr Clarkson and the Diddly Squat team on hosting “an excellent Cereals event”.
“There was a fantastic atmosphere throughout,” he said. “The Farmer’s Dog bar area at the heart of the site created a real focal point and is something that should definitely be carried forward. The glamping area was also a great addition.
“Despite the many challenges facing arable farmers, the event demonstrated the resilience of the farming industry. It was encouraging to see farmers come together, share ideas and enjoy themselves despite the pressures many are facing at home.”
Mr Ward also praised Cereals arable project manager Jonathan Backhouse for delivering “exceptional” crop plots despite challenging stony conditions.
“We’re already looking forward to hosting Cereals at Leadenham next year and building on the success of this event,” he added.
