The growing commercial success of Jeremy Clarkson’s farming venture has taken another step forward, with online supermarket Ocado securing an exclusive deal to sell products from his Diddly Squat Farm brand.
According to reporting from The Grocer https://www.thegrocer.co.uk/news/ocado-signs-exclusivity-deal-with-jeremy-clarksons-diddly-squat-farm/718335.article, the partnership makes Ocado the key online retail platform for Clarkson’s expanding range of food and drink products. The publication notes that Ocado has effectively tied itself to one of the UK’s most recognisable modern farming brands, stating that it has “signed an exclusivity deal” to stock the range.
The deal reflects the continued commercial momentum behind Clarkson’s farming enterprise, which has grown significantly in popularity thanks to the success of the television series Clarkson’s Farm. What began as a documentary-style look at the challenges of running a farm has evolved into a full-scale consumer brand, with Diddly Squat products now reaching a national audience.
From Ocado’s perspective, the partnership strengthens its positioning in the competitive online grocery market. By aligning with a high-profile personality and a well-known British farming story, the retailer gains a distinctive product range that ties into broader consumer interest in local food production and traceability.
For Clarkson, the deal represents another step in transforming the farm from a physical visitor attraction into a scalable retail brand. Rather than relying solely on the farm shop in the Cotswolds, his products now have a distribution channel that reaches households across the UK.
The collaboration also reflects a wider trend in UK retail, where supermarkets are increasingly partnering with media-driven brands and personalities to differentiate their offerings. In this case, the combination of celebrity influence, storytelling, and food retail creates a hybrid model that goes beyond traditional supermarket sourcing.
While details of the full product range are still emerging, the direction is clear: Diddly Squat is no longer just a farm shop brand - it is becoming a national grocery label.
