Jeremy Clarkson signs exclusive deal with supermarket giant

The former Top Gear and Grand Tour host’s Diddly Squat Farm has struck an agreement with Ocado Retail, marking the first time a supermarket player has carried the farm shop’s products.

From Wednesday, April 29, shoppers have been able to buy a selection of the farm lines via Ocado.com, where they will appear in the online grocer’s “Best of British” section.

The launch range features Real Ale Chutney, Blackberry Jam, Beer Mustard and Diddly Dunkers, with further additions planned later in the year.

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Ocado Retail partnerships lead Lucy Silver said: “Diddly Squat is an exciting brand to have on site and allows us to deliver a farm shop experience to our customers’ doors.

“We’re always looking for ways to support British products and expand the choice of local produce for our customers.”

Silver added that the partnership would also support the next generation of British farming through its work with The Ernest Cook Trust.

“We’re proud to be playing a part in supporting the next generation of British farming and outdoor careers,” she said.

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Diddly Squat Farm co-founder Lisa Hogan described the move as a “natural step” towards making the farm’s offer more accessible to shoppers around the country.

“Diddly Squat has always been about celebrating British farming in a hands-on, practical way, from what we grow to how we share it with people,” she said.

“Supporting the wider farming community, particularly by helping more young people engage with agriculture and understand the value of British produce, is central to what we set out to do.”

As part of the tie-up, Ocado Retail and Diddly Squat Farm are jointly investing in outdoor learning and land-based skills schemes delivered by The Ernest Cook Trust.