Jeremy Clarkson's Diddly Squat Farm produce is now available in a major UK supermarket, making it easier than ever for fans to get their hands on the popular farm shop goods. Ocado has signed an exclusivity deal with the Chipping Norton business, becoming the first major supermarket to stock the hit TV brand. Products have already hit the virtual shelves, offering a range of items that were previously only available at the farm shop in the Cotswolds or through limited online sales.
What's Available?
The partnership brings a variety of Diddly Squat products to Ocado's online platform. The range includes Diddly Crisps in flavors such as sausage & mustard, lightly-salted, cheese & onion, and mushroom & wild garlic. Other offerings include Beer Mustard, Piccalilli Chutney, Chilli Jam, Smoked Chilli Mayo, Habanero Chilli Relish, and Real Ale Chutney. For those with a sweet tooth, there is Buttery Crumbly Fudge and the signature 'Little Turds,' which are chocolate-covered honeycomb nuggets.
Charitable Component
As part of the deal, Ocado and Diddly Squat will co-fund outdoor learning and land-based skills through the Ernest Cook Trust. Every Diddly Squat item purchased from the Ocado website will result in 5p being donated to the cause, either until the end of March next year or until donations reach £20,000. This funding will provide outdoor education to children and young people across the UK.
Expanding the Range
More products are expected to be added to the range over the coming months, so if your favorite Diddly Squat staple isn't available yet, keep an eye out for updates. Lucy Silver, partnerships lead at Ocado Retail, expressed enthusiasm about the collaboration, stating, '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.'
A Natural Step
Lisa Hogan, Jeremy's long-term partner and co-founder of the farm business, added: '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. This partnership with Ocado is a natural step in making our farm more accessible to customers across the country, while staying true to our roots.'
Background on Diddly Squat Farm
The farm shop opened in 2020 as part of the first series of Clarkson's Farm and has since become a popular tourist hotspot. Previously, Diddly Squat Farm Produce was available on Amazon and in some Amazon Fresh stores, as well as through the Diddly Squat direct-to-customer website. Many fans also travel from far and wide to experience the farm shop in person. Metro's videographer, Jed Bradley, drove two hours from London to visit the shop, queuing for 45 minutes to get inside. He commented, 'Once inside, yes, everything is pricy, but that’s what you expect, and everything is local, so you get those feel-good vibes.' He spent £47 on Hawkstone Lager, sweets, bread, and jam, and even returned for a second visit a year later.
Impact of the Ocado Deal
The Ocado deal marks a major expansion for the Cotswolds emporium, making British farm food more accessible to shoppers across the country. For those unwilling to brave the queues, this partnership offers a convenient alternative to enjoy Diddly Squat products from the comfort of home.
