Jeremy Clarkson has revealed the best-selling item in his Diddly Squat Farm Shop, and it is not what most customers would expect. The shop, located in the Cotswolds, stocks a wide range of products sourced from the farm or within 16 miles, including fresh fruits, vegetables, honey, crisps, pork scratchings, fudge, and his Hawkstone beer range. However, the top seller is mustard.
The Revelation on Clarkson's Farm
The disclosure came during the most recent series of Clarkson's Farm, where Clarkson lamented the poor harvest due to an extended sunny spring and summer in 2025. Surveying his fields, he described his pre-harvest crop-walk with Charlie Ireland as a “grim affair.”
Clarkson explained: “We've had the driest spring for over 100 years. In early summer, a drought had been formally declared, and in the five months since we planted the spring crops, we had 70% less rain than average.” He was particularly downcast about the mustard crop, calling it “very disappointing.”
Mustard: The Unexpected Champion
Charlie Ireland noted the commercial need for mustard, calling it “one of the biggest sellers in the shop.” Clarkson fired back: “It is the biggest!” before exclaiming “S***.” The Hot Seed Beer Mustard, made with his Hawkstone lager, retails for £6.00 per 190g jar.
The condiment has a robust, fiery kick, similar to strong English mustard rather than milder Dijon. It is available in-store at Diddly Squat Farm Shop or online through the Diddly Squat platform. Following its launch, it quickly became a fan-favourite for picnics and sandwiches.
Impact of the Poor Harvest
Clarkson originally planted mustard in patches of land usually reserved for maize, aiming to produce his own English-style mustard. However, this year's meagre harvest means stocks will likely run low, prompting a warning for fans to stock up now. The episode underscores the challenges of farming amid extreme weather conditions.
