Jeremy Clarkson, best known as the outspoken presenter of Who Wants To Be A Millionaire? and Clarkson’s Farm, has never shied away from a challenge. In recent months, he made headlines with a significant business move that tested his entrepreneurial spirit. After a string of turbulent events involving his Diddly Squat Farm Shop and a new pub venture, Clarkson’s decisions have sparked both public fascination and fierce debate.
The Pub Purchase: From Ambition to Adversity
In July 2024, Jeremy Clarkson expanded his rural empire by acquiring The Windmill, a traditional village pub in Asthall, Oxfordshire. He renamed it The Farmer’s Dog and set out to transform the site into a lively community hub. This purchase followed the success of his Diddly Squat Farm and its now-famous farm shop, which his wife, Lisa Hogan, helps manage.
Clarkson’s new pub quickly became a focal point in the latest series of Clarkson’s Farm, offering viewers a front-row seat to his attempts at running a traditional English boozer. However, the journey proved anything but smooth. Clarkson soon discovered the pub’s garden had an unexpected reputation as a local “dogging site,” complete with anti-social behaviour and unsavoury graffiti. This revelation, paired with the challenges of rural hospitality, led him to question the wisdom of his investment.
Diddly Squat Farm Shop: Success and Setbacks
The Diddly Squat Farm Shop has been a magnet for fans and foodies since its debut on Clarkson’s Farm. The shop’s popularity soared, with visitors often queuing for hours to sample the local produce and Clarkson-branded goods. Despite its success, the shop faced its hurdles. In January 2025, Clarkson and his team announced a temporary closure, effective until the end of February, issuing only a brief statement and leaving fans to speculate about the reasons.
The farm shop has also attracted criticism for its pricing. Social media users recently expressed outrage over a pie sold for nearly £200 and other costly items, fueling debate about Clarkson’s business tactics. Some visitors described the experience as overpriced and underwhelming, while others continued to flock to the site, eager for a taste of Clarkson’s rural lifestyle.
Health Scare and Personal Reflection
Amid the business turmoil, Jeremy Clarkson faced a serious health scare. In October, doctors discovered two blocked arteries, leading to emergency surgery and the insertion of two stents. Clarkson later admitted that he felt increasingly unwell while filming the latest season of Clarkson’s Farm, describing himself as “knackered” and “panicked”. This brush with mortality prompted him to reflect on his priorities and the relentless pace of his ventures.
Clarkson’s candidness about his health resonated with fans. He joked about always diving off boats on holiday, acknowledging that, at his age, every new adventure could be his last. This sense of vulnerability added a new dimension to his public persona, reminding viewers that even the most resilient personalities face limits.
A Final Business Decision
After months of stress, setbacks, and soul-searching, Jeremy Clarkson made a decisive announcement. He declared that The Farmer’s Dog would be his last entrepreneurial venture, admitting, “I don’t understand it and am not motivated by money. I just want a good craic”. He ruled out any future business projects, signalling a shift in focus from profit to personal enjoyment.
Clarkson’s experience as a pub landlord will feature in an upcoming TV series, much like his farming exploits on Clarkson’s Farm. The new show promises to capture the humour and chaos of his latest challenge, offering fans another glimpse into the unpredictable world of Jeremy Clarkson.
Public Reaction and Ongoing Legacy
Jeremy Clarkson’s business decisions continue to spark debate. Some admire his willingness to take risks and reinvent himself, while others criticise his pricing and management style. The closure of the Diddly Squat Farm Shop, the controversy over expensive products, and the pub’s colourful reputation have all contributed to his complex legacy.
Despite the setbacks, Jeremy Clarkson remains a compelling figure in British media. His ventures, both successful and disastrous, reflect a relentless curiosity and a refusal to play it safe. As he steps back from new business projects, fans and critics alike will watch closely to see what Jeremy Clarkson does next.