Clarkson, 66, explains the concept on his page by writing: “There are experiences in the countryside you never knew existed.”
What can people book so far?
The early listings already include overnight stays, tours, catering and animal meet-and-feeds.
Springfield Farm in Penicuik, Scotland, is advertising glamping pod stays for £220 per night. Jacksons at Jedburgh is charging £15 for a self-guided visit where guests can meet and feed animals.
One notable absence, at least for now, is Clarkson’s own Diddly Squat Farm in Chipping Norton. It has not yet listed any experiences on the platform. That means there is currently no official chance to book a guided tour, meet the Clarkson’s Farm cast, or watch Kaleb Cooper silently judge a field in person. Early days, though.
The platform also features familiar names from Clarkson’s farming world. Farm manager Kaleb Cooper has a profile, as does Clarkson’s girlfriend Lisa Hogan, who recently announced her own farmers’ dating show for ITV.
Cooper’s profile puts the pitch in plain terms: “This is real farms. Real people. Real countryside.”
How does the pricing work for farmers and visitors?
Only Farmers says it was built “by farmers, for farmers,” and its fee structure is designed around confirmed bookings.
Farmers pay a 7.1% commission only when a booking is confirmed. The first £300 earned through the platform is free.
Customers pay the farm’s listed price plus a 2.5% customer service fee at checkout. They can also add a tip, with 100% of that money going directly to the farmer.
For a sector where extra income can make a real difference, that direct-booking model is the point. The platform is not just selling quaint weekends and lamb selfies. It is trying to turn public interest in rural life into cash for the people actually running the farms.
How does it fit into Clarkson’s growing farm empire?
Only Farmers is Clarkson’s latest addition to a business portfolio that now stretches well beyond television.
Clarkson bought his 1,000-acre farm in 2008 and began farming it himself in 2019, a decision that became the basis for Clarkson’s Farm on Amazon Prime Video. The series has drawn viewers in partly because it shows the comedy, frustration and financial pressure of farming without pretending it is all golden fields and wholesome background music.
In 2020, he opened Diddly Squat Farm Shop, initially to sell organic produce. It has since grown into an online store selling clothing, merchandise and, yes, a candle called “This smells like my b******s.” Not every product meeting starts from a place of dignity.
In 2023, Clarkson bought The Windmill for £1 million and began renovating it. A year later, he opened the Oxfordshire pub and restaurant as The Farmer’s Dog. It has been busy, even with a £7 pint and an early plan that nearly excluded customers with food intolerances.
The choir project became the unexpected emotional turn
Of all Clarkson’s farming ventures, the most surprising may be the Hawkstone Farmers Choir.
The choir was originally formed for a beer advert, but the members enjoyed performing together and carried on. They later used their platform to raise awareness of mental health issues in the farming community.
This year, the choir won Britain’s Got Talent after receiving Amanda Holden’s golden buzzer at their audition, reaching the final and beating nine other acts. Their prize included £250,000 and a place at the Royal Variety Performance.
When the Hawkstone Farmers Choir was announced as the winner last month, Clarkson was in the audience and jumped up visibly emotional.
Choir member Katryna Shell told hosts Ant and Dec during the final: “We are the first-ever choir to have won.
“This is for all the farmers out there, for anybody that’s struggling; it’s not a taboo subject. If you’re not OK, speak up. This is for the farmers.”
In a video later shared on Instagram by Simon Cowell, Clarkson praised the singers for working “so hard.” He added: “It’s the best thing ever, Simon. Thank you for having them.”
Clarkson’s Farm returns as the new venture launches
The timing is handy, and probably not a total accident. Only Farmers arrives as season 5 of Clarkson’s Farm streams on Amazon Prime Video, keeping Clarkson’s rural brand firmly in public view.
The platform may have a joke built into its name, but the business behind it is more practical than provocative. It gives farmers another way to earn from the public fascination that shows like Clarkson’s Farm have helped create.
For viewers, it’s a way to see the countryside beyond the screen. For farmers, it’s another possible source of income. For Clarkson, it is one more sign that the farm is no longer just a farm. It is a shop, a pub, a TV series, a choir, a merch operation and now a booking platform. At this pace, the sheep will need a management team.
