Jeremy Clarkson's farm shop announces major change after almost eight years

Lisa Hogan has announced Jeremy Clarkson’s Diddly Squat Farm Shop is dramatically changing for the better after almost eight years in business.

"It’s been quite the ride over the last… since 2019, almost eight years, at Diddly Squat Farm Shop, and we’ve done it with you guys. Our customers, and everyone that’s been to the shop,” the Irish model, 54, said in a recent Instagram video.

“So we’ve been putting our heads together to think [about] how we can thank you.”

The farm shop, run by the former Top Gear presenter, 66, and his long-term partner, is changing the way shoppers get involved with the business by introducing a new loyalty scheme.

The programme, called Heart and Soil, affords shoppers the chance to cash in on exclusive invitations and money-can’t-buy experiences.

For every £1 spent in the Diddly Squat Farm Shop, customers will be given an Acre.

Acres also accumulate by subscribing to emails and referring friends to the Diddly Squat Farm Shop.

“So when you purchase anything in the shop or online, you get an Acre. And then you get to harvest it with a gift from us. I hope you enjoy it!,” Hogan added.

In a statement, the shopping destination said: “A few years ago Diddly Squat was a shed with some potatoes. A lot has changed, and that’s entirely down to you.

"So we wanted to say thank you properly. We’ve launched Heart & Soil, our way of giving something back to the people who got us here.

“Every time you shop, you earn Acres. You build those up, and you harvest your rewards. Sign up via the link in our bio.”

At launch, there are four ranks in the scheme. Benefits increase as shoppers earn more Acres.

Diddly Squat Farm Shop loyalty tiers

Tiers include spending £100 to receive a surprise reward, early access to new farm produce and exclusive Heart & Soil merchandise, as per the Oxford Mail.

Anyone who spends £500 at Clarkson and Hogan’s business can receive a reward and access limited-edition products and invitations.

To reach the top tier, you have to spend £1,000.

The Heart and Soil scheme will give anyone who reaches this level a ‘surprise bumper bundle’ and a ‘money can’t buy’ experience.

Praise for Heart and Soil loyalty scheme

Fans have come out in droves to praise the new loyalty scheme, with one Instagram user typing: “And we love you all for it. And more importantly for ABSOLUTELY EVERYTHING you done for us FARMERS.”

“A fantastic idea. We love what you’ve done for farming and for the people,” replied someone else on social media.

A third remarked: “In Season 1 [of Clarkson’s Farm] Jeremy said it looked like Fortnum & Mason's. It's only gotten better since then.

“All you guys on Clarksons Farm are absolutely brilliant!!! I love the programme, everything the programme has done for all British farmers by showing everyone the obstacles and challenges farmers face on a daily basis,” a fourth added. “It has certainly opened my eyes and I have the utmost respect for farmers. Keep up the great work!!!”

Diddly Squat Farm Shop on Ocado

The Cotswolds farm shop’s loyalty scheme comes months after it officially partnered with Ocado to bring products to the masses.

At the time, Hogan said the team-up was a ‘natural step in making our farm more accessible to customers across the country’.

“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,” she said, adding that the collaboration allows the business to ‘stay true to its roots’,” she added.

Meanwhile, Lucy Silver, partnerships lead at Ocado Retail, said: “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.”