CLARKSON’S SHOW HELPS CREATE SURGE IN BUYING BRITISH
The demand for British produce has spiralled following the airing of the latest series of Clarkson’s Farm, earlier this month.
According to the online supermarket Ocado, sales of meat, fish and fruit and veg from its Best of British aisle jumped significantly week on week following the series’ return to screens on 3 May.
The third series of Jeremy Clarkson’s Amazon show follow him as he battles with the daily challenges of running his 1000-acre farm in the Cotswolds which sees him introduce pigs to the farm for the first time.
Another new introduction to the farm had been Lion’s Mane mushrooms, which Clarkson is growing and selling in his Diddly Squat farm shop. This also captured consumer interest, as Ocado data shows searches for Lion’s Mane increased by 482% this week compared to last.
A theme of this series has been a focus on regenerative and sustainable farming practices. Sales of organic produce have been among the highest week-on-week increases, with mushrooms, butter and kefir all seeing significant growth.
“Programmes like Clarkson’s Farm show consumers just how hard Britain’s farmers work, so it's brilliant to see our customers supporting them," said Martha Springham, produce trading manager at Ocado Retail.
