Clarkson and Cooper bring agriculture to millions

Jeremy Clarkson and farm manager Kaleb Cooper have helped bring agriculture to millions of people and sparked interest among young people, Baltic Agro crop production manager Angelika Kuuse told ERR.

Clarkson’s famous Diddly Squat farm hosted Cereals, one of Britain’s most important agricultural fairs, in June. Farmers from Estonia also attended.

Kuuse said Baltic Agro has organised study trips for farmers for a quarter of a century. During that time, the company has visited agricultural fairs in England, Germany, France and Sweden. This year’s trip was the 32nd.

“Let’s be honest, of course it was because of the location. Clarkson’s farm is so famous and I am genuinely a big fan,” Kuuse said. She added that this year’s group filled much faster than usual, reaching capacity in January instead of around April.

Interest was also evident at the fair itself. Cereals usually attracts between 17,000 and 20,000 visitors, but more than 25,000 people attended this year.

Kuuse saw both Clarkson and Cooper, who are familiar to viewers of the series Clarkson’s Farm. Clarkson was surrounded by cameras and kept his distance, she said, while Cooper interacted more directly with visitors.

“We eventually managed to take a photo with him. He is very likeable and loved by all the young people and children,” Kuuse said.

She said the series brought not only curious tourists to the fair but also many young people with a serious interest in agriculture. In her view, Cooper’s influence extends beyond the television series.

A discussion for young farmers addressed how difficult it can be to enter agriculture without a family farm or an agricultural background. Cooper has also established a scholarship that supports two undergraduate students each year with £3,000. Preference is given to young people whose families have not previously worked in agriculture.

Kuuse said the scholarship’s impact was visible at the fair. A professor from a local agricultural university thanked Cooper for the work he had done, while one scholarship recipient said the support had given him a purpose in life that his family could not have provided.

Series shows the realities of farming

Kuuse said the greatest value of Clarkson’s Farm was its honest portrayal of the difficulties of agriculture.

“Jeremy presents extremely well all the things he has to deal with,” she said, adding that the series also addresses the bureaucracy that burdens farmers and helps the public understand how difficult it is to make a living in agriculture.

“I see the series as making a very significant contribution to agriculture, not only in England,” Kuuse said.

She believes Clarkson can speak more honestly about agriculture than many others because his income does not depend solely on farming. In her view, this is why the series has resonated with millions of viewers around the world.

“There is real life there. There is so much humanity,” Kuuse said.

The success of the television series has changed the entire Cotswolds region. Tourists want to visit both the farm shop and Clarkson’s pub.