TOP Gear legend turned farmer Jeremy Clarkson is set to host the 2026 Cereals Event at Diddly Squat Farm.
The event director, Alli McEntyre, has stated that this collaboration will create "a technical, progressive arable event" and increase awareness of the challenges faced by UK farming.
The event will take place on June 10 and June 11, 2026.
It is expected to attract approximately 550 exhibitors and in excess of 25,000 visitors.
Mr Clarkson said: "Farmers across the country are facing some of toughest conditions seen in decades.
"So we wanted to be involved in something positive, and hosting Cereals was an opportunity for us to run a large-scale, practical event for UK food producers.
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"For us, it will be interesting to see how the event’s crop plots perform on our Cotswold brash land, and of course there will be the pop-up Farmer’s Dog bar to enjoy."
The event’s agenda will be shaped by the Cereals’ agronomy partner, Ceres Rural, led by Charlie Ireland, managing partner and the farm's agronomist, recognised as 'Cheerful Charlie' from the TV series.
Mr Ireland said: "Diddly Squat Farm is very much like any other arable and diversified farm, despite the cameras.
"It is still subject to the vagaries of the weather, volatility of markets, and navigation of industry transition and policy."
The event aims to offer solutions to the industry's challenges and priorities while being a platform for sustainable food production discussions.
With a global following, Diddly Squat Farm's popularity could help inspire the "best and brightest" into the agriculture industry, Mr Ireland suggests.
Visitors will enjoy access to Cereals’ information and technical features, including crop plots, agronomy zone, and a new central networking area with stands from the farm shop, Hawkstone beer, the Farmer’s Dog, Hops & Chops, the Farmer’s Puppy, and the Hawkstone Filling Station.
Ms McEntyre said: "Live events are historically important in bringing UK farming communities together to connect, share ideas and find solutions."
Registration for Cereals 2025 opens on 3 February 2025 at www.cerealsevent.co.uk .
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