Kaleb Cooper has been left “panicking” after Jeremy Clarkson revealed that Diddly Squat Farm will host one of the UK’s largest agricultural trade shows next year.
The Clarkson’s Farm star made the announcement during an interview with The Telegraph, confirming that the Cereals event – an annual exhibition attended by thousands of farmers – will be held at his West Oxfordshire farm in June 2026.
“We are hosting Cereals, which will be enormous,” he said, adding: “Kaleb is panicking. If every farmer in the country comes and he has done all the farming, they’ll be checking his work.”
The Cereals event typically attracts between 25,000 and 30,000 people from across the farming industry.
Clarkson admitted he had never heard of it until recently, adding: “It’s a trade [event] for farmers. They go to a farm, they look at wheat and talk about fertiliser. It’s coming to Diddly Squat next year.”
The announcement comes as Clarkson declared he would no longer be pursuing new business ventures beyond those already in operation.
He said: “I’m done with business now. I am not starting another business as long as I live. I don’t understand it and am not motivated by money. I just want a good craic.”
The Farmer’s Dog pub, opened in 2024 and located near Diddly Squat, now employs 146 staff.
It joins Clarkson’s growing rural brand alongside his Amazon Prime series, farm shop, and Hawkstone lager brand, where he is the largest shareholder.
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While Clarkson may be stepping away from new business ideas, existing ventures are still expanding rapidly.
Hawkstone’s sales nearly tripled from £7.8million in 2024 to £21.3million by March 2025. The brewery now supplies over 2,000 pubs and major retailers including Waitrose, Sainsbury’s, Morrisons, Ocado and Majestic Wine.
Clarkson said Hawkstone is helping revive the UK hops industry, and that the company now uses 100 per cent British ingredients in half of the beers and ciders sold at The Farmer’s Dog.
“We were stuck on hops, but if we can say to the hop growers of Britain that we have enough demand to make it worth your while expanding your hops business, then that would make me incredibly happy,” he said.
Despite his continued involvement, Clarkson said the complexity of corporate operations has tested his patience.
“You have the farm shop, the pub and the TV show, which are all entertainment,” he said. “Hawkstone is grown-up – I have to go to board meetings where people talk in a foreign language.”
He continued: “We don’t even drink in board meetings, we are so busy using acronyms.”
Looking ahead, Clarkson is also considering a national campaign to support local pubs amid their ongoing decline.
“If you no longer have a village doctor, policeman, school, shop, vicar and if you lose the pub, then what is a village? It is just a collection of houses,” he said.
“Go to your local pub on your way home from work… It benefits the individual and the pub.”
