This content has been automatically translated from Ukrainian.
When British television presenter Jeremy Clarkson first appeared on screens as a farmer in the series “Clarkson's Farm” (Clarkson's Farm) a few years ago, many saw it as yet another adventure of the former host of the car show Top Gear. However, the project unexpectedly turned into one of the most successful documentary entertainment series about agriculture. Millions of viewers saw how complex, unpredictable, and often unprofitable the work of a modern farmer can be. Riding on this success, in 2026 Clarkson joined the launch of the service Only Farmers — a new project aimed at helping farmers earn additional income.
The name of the service immediately caught attention. It clearly plays on the name of the popular platform OnlyFans, which led many to initially perceive the news of the launch as a joke. In reality, however, the idea has a completely different purpose. Only Farmers is designed to connect farmers with people who want to learn more about rural life.
The service operates as a specialized platform for agritourism. Farm owners can post a variety of offerings here: farm tours, tastings of local products, workshops, family events, seasonal festivals, participation in harvests, interactions with animals, or even stays on the farm. Visitors can directly book such activities without intermediaries.
According to the authors' vision, this is meant to become an additional source of income for farmers. Modern agriculture in the UK faces many challenges: price fluctuations for products, rising costs of fuel, fertilizers, and equipment, as well as numerous regulatory requirements. That is why many farms have long been seeking alternative ways to earn income. Agritourism has become one of the most promising directions for such development.
Clarkson himself has repeatedly emphasized that most people have a rather superficial understanding of modern farming. In his opinion, city dwellers often do not think about where the food on their table comes from and what difficulties producers face. Only Farmers is intended to bridge this gap, allowing visitors to see the real life of British farms with their own eyes.
Interestingly, the project is aimed not only at tourists. It also promotes collaboration among farmers themselves. Through the service, they can exchange services, seek partners and suppliers, or even offer equipment and machinery for rent. Thus, Only Farmers is gradually transforming not only into a tourist resource but also into a kind of professional community for the agricultural sector.
In a certain sense, this project has become a logical continuation of Clarkson's activities following the success of his Diddly Squat farm in Oxfordshire, England. Over the past few years, a whole ecosystem has formed around the farm: a farm shop, its own products, restaurant initiatives, and new ways to promote rural life. The launch of Only Farmers fits well into this concept.
Despite its humorous name, the project has a quite serious goal. It demonstrates how traditional farming can adapt to the modern world by utilizing digital technologies and the tourism potential of rural areas. For many farms, selling experiences and knowledge is gradually becoming just as important a source of income as selling milk, vegetables, fruits, or grains.
Whether Only Farmers will become a global success remains to be seen. However, the service has already attracted significant attention to agritourism and the issues of modern agriculture. And this is precisely what Jeremy Clarkson has sought to achieve since the beginning of his unexpected farming career.
