Jeremy Clarkson, who once worried about automakers for his savage television reviews, is now praised for helping drive a surge in demand for native food.
According to Waitrose, the latest series at Clarkson Farms is fueling a surge in sales of agricultural products in the UK as viewers gather after British agriculture.
The fourth season of the show was launched on Prime Video and premiered on Friday and has already left its mark on farming. Waitrose reported a significant increase in sales of various local commodities: thick-cut British beef lo steak rose 193% year-on-year, Jersey Royal New Potatoes increased by 89% and Red Leicester cheese rose by 50%. Even Cox and Gala Apples are enjoying the revival, with sales rising 52% and 30% respectively. Early British asparagus was also popular, up 25%.
“Agriculture shows aren’t just about entertaining us,” said Jake Pickering, the director of agriculture at Waitrose. “They are staying openly, considering British agriculture, the people behind it and the challenges they face.”
Clarkson’s farm resonates with the audience by showing the reality of modern agriculture, from bureaucratic combat and environmental regulations to the unpredictable economics of crop production. Although Clarkson’s tone is usually aggressive, his story has a humanized impact on the public perception of British farmers.
The impact is not limited to the audience at home. The Farm to Fork movement is also accelerating pace in restaurants and online. Chefs and food influencers such as Julius Roberts and SEB Graus regularly promote seasonal, UK-provided recipes that help raise awareness and demand for local produce.
Clarkson’s frustration on screen with oil seeds, hedge restrictions, soil management rules and the “badge police” that are infected with flea beetles provide viewers with a more rooted, enjoying farm life if they get angry at times.
“People think agriculture is about taking care of the land.
This mix of humor, hardship and the real world resonates. Ian Farrant, a fourth-generation beef farmer from Herefordshire, praised the program for its honesty.
“Before Clarkson’s farm, you only saw two extreme agriculture on TV—quaint small farmers or rare breeds or factory farms exposed,” he said. “Clarkson’s farm shows the reality to most of us: small family-run businesses trying to keep their livelihoods.”
Retailers are noting a wider shift. Emilie Wolfman, a trend expert at Waitrose, said customers’ choices are getting bigger.
“We’re seeing a real shift in how people shop and more people want to connect with their food sources,” she said.
Restaurants are also engaging in emotions. Stevie Parle’s new restaurant, located in the Town of Covent Garden, is dedicated to dishes such as sustainable British ingredients, menu dishes and wild beef drizzles.
Meanwhile, the movement across social media and retail has strengthened the farm-to-fork spirit and helped bring the narrative of British agriculture into the city kitchen.
In an effort to address labor shortages, policy uncertainty and price volatility, Clarkson’s influence brings you a welcome boost of morale. The fact that a reality TV series anchored by former top gear hosts drives real economic growth in the agricultural sector shows the power of storytelling in shaping public attitudes.
And Clarkson himself? The features are twisted, but quiet and happy.
“It makes me all warm and vague,” he said when he was told about the sales impact. “It may continue for a long time.”
From auto critics to country advocates, Clarkson’s latest legacy is perhaps his most unexpected yet: reigniting Britain’s connection with farmers, one field at a time.
