Jeremy Clarkson unveils new venture with eyebrow-raising name

Jeremy Clarkson has unveiled his latest business venture: a farming-focused booking platform with a cheeky nod to the adult subscription site OnlyFans.

The 66-year-old former Top Gear presenter launched Only Farmers in May, describing it as a rival to Airbnb that allows agricultural businesses across Britain to promote unique rural experiences to visitors from around the world.

The name appears to be a humorous nod to OnlyFans, the online subscription platform best known for adult content, though it also hosts creators ranging from fitness trainers and musicians to chefs.

Mr Clarkson revealed that the name Only Farmers came about after discovering that Only Farms had already been registered.

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"There are experiences in the countryside you never knew existed," Mr Clarkson states on his profile page.

The platform already features listings from farms offering overnight accommodation, guided tours, animal encounters and catering services and visitors can browse and book a variety of activities directly on the site.

The fee structure has been designed to favour farmers, with agricultural businesses paying 7.1 per cent commission on confirmed bookings, while their first £300 in earnings is completely commission-free.

Customers pay the advertised price set by each farm, plus a 2.5 per cent service charge at checkout.

An optional tipping feature sends 100 per cent of gratuities directly to the farmer.

Farmers retain full control over their listings, setting their own prices and booking conditions while managing payments and customer communications independently.

Mr Clarkson's own Diddly Squat Farm in Chipping Norton has yet to offer any bookable experiences.

The presenter is joined on the platform by familiar faces from his Amazon Prime series, including farm manager Kaleb Cooper and Clarkson's partner, Lisa Hogan.

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"This is real farms. Real people. Real countryside," Mr Cooper wrote on his Only Farmers profile.

The website highlights its grassroots credentials, describing itself as "built by farmers, for farmers" and aiming to help people "discover, book, and support British farms".

Ms Hogan has also been expanding her media presence, recently announcing a farmers' dating show for ITV.

Initially focused on UK farms, the platform welcomes international visitors keen to experience the British countryside.

The launch coincides with the arrival of the fifth series of Clarkson's Farm on Amazon Prime Video, with the first episodes released last week.

Only Farmers is the latest addition to Mr Clarkson's growing rural business empire, which began when he purchased his 1,000-acre Oxfordshire farm in 2008 before taking over its day-to-day operation in 2019.

He opened the Diddly Squat Farm Shop the following year, initially selling organic produce before expanding into merchandise and online retail.

In 2023, Mr Clarkson bought The Windmill pub for £1 million and transformed it into The Farmer's Dog, which opened in 2024 and has attracted significant attention despite charging £7 for a pint.

His Hawkstone Farmers Choir also won Britain's Got Talent last month, helping to raise awareness of mental health challenges within the farming community.

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