Jeremy Clarkson has urged followers to use Lisa Hogan’s Only Farmers app and told farmers to add what they are doing to it. He used social media to back the app as summer holidays progressed, linking the push to farm visits and rural activities for people staying nearby.
Clarkson said, “It will tell you all about the farm-based activities in the area where you are staying - you know you could walk an alpaca or milk a cow, go foraging or learn to cook. I think it is worth considering.” The app is designed to let the public book directly with the activity provider or venue, so cash stays with the farmer rather than being filtered through a wider booking chain.
Lisa Hogan and Wolfe Bentinck
Hogan developed the app with her son, Wolfe Bentinck. She told Olly Harrison that the idea grew from the past five years, during which many farmers came into the farm shop and shared how tough things were, and she said she wanted to spread the success from Diddly Squat even further.
Hogan said, “So this is for smaller farmers who do not have a marketing budget or Amazon to catapult what they have on their farm. It's a one stop shop.” That gives smaller operators a route to list vineyard tours, lambing days, cheese-making workshops and farm stays without needing the same promotional reach as bigger names.
Jeremy Clarkson and Only Farmers
Clarkson tied the app to a direct appeal for farmers. He told them, “Let's be honest you are not going to make any money out of farming this year.” He then added, “Why don't you go on Only Farmers and tell everybody what it is that you are doing. I think it is a cracking idea from Lisa, I really, really do.”
The app also works as a community tool for farmers looking to diversify, find peer-to-peer advice or connect. That is the practical shift here: instead of relying only on farming income, users can present activities, experiences and stays in one place while reaching visitors already searching for something to do.
Diddly Squat and Prime Video
Hogan said the app builds on the success the team has had at Diddly Squat through its record breaking Prime Video series. The timing of Clarkson’s promotion also fits the summer holiday period, when people looking for day trips and short stays are most likely to search for nearby farm activities.
The immediate question is how many farmers have actually signed up to use Only Farmers so far. For farmers weighing whether to join, the pitch is simple: list what is on offer, take direct bookings and keep more of the money from each visit.
