Cereals event all set to draw thousands to Clarkson’s Farm

More than 25,000 farmers are expected to attend Cereals 2026 when the flagship arable event is held at Jeremy Clarkson’s Diddly Squat Farm next month.

Organisers say the high-profile venue – and Cotswolds location – will bring new attention to the sector. More than 650 exhibitors are confirmed, including a number of first-time participants.

Trailer manufacturer Fruehauf will act as co-host and main sponsor. The firm joins a wide mix of exhibitors, from machinery manufacturers to crop specialists and agri-tech providers – as well as a range of professional services.

David Lewington, head of sales at Fruehauf, says the location could boost engagement. “With the event being held at Diddly Squat, the event should draw more attention to the major issues that UK farmers are facing,” he says.

New features

Several new additions have been included for 2026. The Nofence Livestock Zone will bring animals to the event for the first time. A new area for young farmers and contractors, Kaleb’s Corner, will also feature.

Visitors will be able to attend a heat of Britain’s Fittest Farmer competition. Food, drink and networking will centre around The Farmer’s Dog pop-up pub and other hospitality areas. The Diddly Squat Farm Shop open during both days.

Organisers say the event will retain its core agronomy offer – despite the wider appeal of the TV series Clarkson’s Farm. Crop plots will provide insight into how varieties perform on Cotswold brash soils, offering a comparison with previous seasons.

Regular attractions

Key stages include the Seed to Shelf Stage and BASE-UK Regenerative Agriculture Stage. There will be a series of cultivation demonstrations, with machinery also showcased in the Sprays and Sprayers Arena.

Jeremy Clarkson says the event is a chance to engage directly with farmers. “Farmers are facing so many issues at the moment and hosting Cereals was our chance to do something positive,” he says.

Registration is now open, with organisers introducing traffic management measures to improve access alongside a bus scheme bringing farmers and other visitors to the show from various locations across the country (see page 23).