Jeremy Clarkson is set to host the Cereals Event next year at Diddly Squat Farm, in what is a new site and collaboration for 2026.
Jeremy Clarkson
Organisers say that Cereals at Diddly Squat Farm will deliver a technical, progressive arable event, while further raising the profile of British farming. Event director Alli McEntyre explained, “Hosting Cereals at the high-profile farm under the auspices of host farmer, Jeremy Clarkson, will help to draw attention to the ongoing issues that arable farmers, and the wider UK farming industry, are facing.”
Over two days, 10-11 June 2026, the larger site in Chipping Norton, Oxfordshire, will see an estimated 550 exhibitors and upwards of 25,000 visitors call the famed farm home.
“Farmers across the country are facing some of the toughest conditions seen in decades,” says Jeremy Clarkson. “So we wanted to be involved in something positive, and hosting Cereals was an opportunity for us to run a large-scale, practical event for UK food producers.
“For us, it will be interesting to see how the event’s crop plots perform on our Cotswold brash land, and of course there will be the pop-up Farmer’s Dog bar to enjoy.”
Helping to curate this key date in the 2026 calendar is Cereals’ agronomy partner Ceres Rural, led by the farm’s agronomist, Charlie Ireland, managing partner at Ceres Rural, and who’s known as 'Cheerful Charlie' in the farm’s popular TV series.
“There are a lot of conversations that happen every day on any given farm,” says Charlie. “And now more than ever the industry needs solutions to meet the challenges and priorities on both sides of the farm gate. Diddly Squat Farm is very much like any other arable and diversified farm, despite the cameras; it is still subject to the vagaries of the weather, volatility of markets, and navigation of industry transition and policy.
“So the event will be a great platform for conversation, demonstration, and exploration of how farm businesses can best deliver sustainable food production while achieving profitability - because the two should not be separated.”
With a global reach, the goings-on at Diddly Squat Farm have been shared with viewers as far afield as Australia, New Zealand, and South Africa - captivating a broad audience worldwide. “Another consideration for the future of the sector is how we can attract the best and brightest into the industry – and I think that is where the farm’s popularity will be advantageous,” adds Charlie.
Cereals 2025 meanwhile, will be hosted by recent Service Dealer Conference speaker, Andrew Ward at Heath Farm, Lincolnshire, on 11-12 June.
