Jeremy Clarkson’s New Chapter: How Farming, Television and a Choir Captured Britain

For decades, Jeremy Clarkson was known as the outspoken face of motoring television — a presenter whose sharp humour and larger-than-life personality helped turn Top Gear into one of the most watched factual television programmes in the world. But in recent years, Clarkson’s public image has evolved dramatically.

Today, the 66-year-old broadcaster is no longer defined only by fast cars and controversial headlines. Through Clarkson’s Farm, his Diddly Squat farm in Oxfordshire, Hawkstone Brewery, and now the unexpected success of the Hawkstone Farmers’ Choir, Clarkson has become one of the most visible public champions of British farming culture.

That transformation reached another major milestone this week when the Hawkstone Farmers’ Choir advanced to the final of Britain’s Got Talent, drawing national attention not only to Clarkson himself, but also to the struggles, resilience and mental health challenges facing the farming community.

From Motoring Icon to Farming Advocate

Clarkson’s farming journey began publicly in 2021 with the launch of Amazon Prime’s Clarkson’s Farm, a documentary series following his attempt to run the 1,000-acre Diddly Squat Farm in the Cotswolds. The programme quickly became a cultural phenomenon, praised for highlighting the realities of modern farming, unpredictable weather, rising costs and shrinking agricultural profits.

What initially appeared to be a celebrity side project gradually developed into something much more significant. Clarkson’s often chaotic farming experiences resonated with viewers far beyond rural Britain, helping many urban audiences understand the pressures farmers face daily.

The success of the series also expanded Clarkson’s business interests. Hawkstone Lager — brewed using barley grown on his farm — became one of the fastest-growing beer brands in Britain.

At the same time, Clarkson opened The Farmer’s Dog pub in Asthall near Burford, built around one unusual principle: serving only British-produced ingredients wherever possible.

That philosophy even extended to controversial menu decisions. When the pub first opened in 2024, customers noticed the absence of wine and ketchup because Clarkson insisted everything sold must be produced entirely in Britain. Eventually, after significant demand, the pub introduced its own English wine range, Knollbury Fort, while also adding a fully British-made ketchup after a producer sourced ingredients exclusively from within the UK.

Clarkson explained the vision bluntly:

“Everything that you consume in here – every single thing – even the black pepper and the sugar, is grown by British farmers.”

That message — supporting local agriculture at every level — has become central to Clarkson’s public identity.

The Unexpected Rise of the Hawkstone Farmers’ Choir

Perhaps the most surprising development in Clarkson’s farming era has been the creation of the Hawkstone Farmers’ Choir.

The choir was originally assembled as part of an advertising campaign for Hawkstone beer. Clarkson sought real farmers and agricultural workers from across Britain who could sing for a series of tongue-in-cheek advertisements promoting British farming and local pubs.

What started as a marketing idea quickly evolved into something more meaningful.

The 34-member choir, composed entirely of people working in agriculture, discovered that singing together created a powerful sense of connection and emotional support in an industry often associated with isolation and mental health struggles.

Farmer James Florey described the impact as “incredibly emotional,” saying the choir had brought together people who shared personal challenges and experiences.

“We’ve all come together and shared some of our own experiences and some of our own challenges personally,” he explained.

“It’s had such a positive impact on all of our own mental health.”

That emotional authenticity became one of the reasons audiences connected so strongly with the group during their Britain’s Got Talent performances.

Britain’s Got Talent and a National Spotlight

The choir’s appearance on Britain’s Got Talent turned them into one of the breakout television stories of 2026.

Their audition performance of Elbow’s “One Day Like This” earned Amanda Holden’s Golden Buzzer after moving both judges and audience members to tears.

In the live semi-final, the group performed Bastille’s “Pompeii” at London’s Hammersmith Apollo and received another emotional standing ovation.

Amanda Holden praised not only their performance, but the wider meaning behind it:

“Farming touches every single person in this country.”

She added:

“This choir, I know, has given you solace and joy and comfort and friendship, and all of that has created the most amazing music.”

KSI called it:

“One of the best choir acts I’ve ever heard in my life.”

Simon Cowell, meanwhile, delivered a joke directed at Clarkson that quickly spread across social media:

“It might be a bit annoying to see Jeremy Clarkson’s smug face is the only downside.”

The remark reflected Clarkson’s unusual position in British culture. Few public figures divide opinion as consistently as he does, yet his farming projects continue attracting massive public attention.

Despite the joke, Cowell also praised the choir’s mission and told them they were “one of the favourites to win.”

Clarkson’s Emotional Investment

Clarkson himself has embraced the choir’s success enthusiastically.

Following the semi-final victory, he posted celebratory videos alongside Clarkson’s Farm co-star Kaleb Cooper while attending Farm Fest in Warwickshire.

The event itself reflected Clarkson’s growing influence within British agricultural culture. Organisers estimated that around 55,000 people would attend the festival over the weekend, combining live music, farming demonstrations and public discussions about agriculture.

Festival director Chris Hughes said the aim was not simply celebrity entertainment, but celebrating ordinary farmers:

“We want this to stay and grow for the future.”

“We know farming is difficult, but we also see so much joy amongst farmers, and so much pride.”

That message closely mirrors the tone Clarkson has pushed through his television work and business ventures.

Beyond Entertainment: Mental Health and Rural Isolation

One reason the choir has resonated so strongly is its focus on mental health awareness within farming communities.

Agriculture remains one of Britain’s most psychologically demanding industries. Long hours, financial uncertainty, social isolation and environmental pressures have contributed to rising concern about farmer wellbeing across the UK.

Several choir members have openly discussed how participation changed their lives.

Abbie Condon, a farmer from Oxfordshire, said:

“It’s just given me this shining light to look at the whole time.”

Another member, Ben Brooke, explained the choir was partly dedicated to farmers “that are not here in the farming industry anymore,” referencing mental health struggles and suicide within rural communities.

If the choir wins Britain’s Got Talent, members have pledged to donate a significant portion of the £250,000 prize money to farming-related mental health charities.

That charitable mission has helped elevate the choir beyond reality television entertainment into a broader cultural conversation about rural Britain.

Clarkson’s Reputation Is Changing

Clarkson remains controversial in some circles, but there is evidence that public perception of him is evolving.

Recently, supporters even began calling for Clarkson to receive a knighthood for his contributions to journalism and his role in raising awareness about farming issues.

Fans argued that Clarkson’s Farm had done more than many traditional campaigns to explain the realities of British agriculture to mainstream audiences.

One supporter wrote:

“He has done more than anybody to explain, in an understandable and humorous way, how hard it is to be a farmer.”

Whether or not official recognition ever arrives, Clarkson’s influence is undeniable. His combination of celebrity, humour, business ventures and rural storytelling has created an unlikely bridge between urban audiences and agricultural life.

The Final Performance Ahead

The Hawkstone Farmers’ Choir will now compete in the Britain’s Got Talent final on 30 May, facing other finalists for a chance to win the competition and potentially perform at the Royal Variety Performance.

Regardless of the outcome, the choir has already achieved something unusual: transforming a beer advertisement project into a nationally recognised movement celebrating British farming, community and resilience.

For Jeremy Clarkson, it represents perhaps the most unexpected chapter of a career already filled with reinvention.

He may still be known for fast cars, blunt opinions and television controversy, but increasingly, Clarkson is becoming associated with something else entirely — giving Britain’s farmers a louder voice.