Farmer Joe Seels has shared his insights on the profound impact Jeremy Clarkson’s Prime Video show, Clarkson’s Farm, has had on the agriculture industry. Known for his previous work on Top Gear, Jeremy Clarkson took on farming with his Diddly Squat Farm in Chipping Norton, documenting the trials and triumphs in a popular reality series now into its fourth season.
The show has captivated audiences and sparked widespread interest in farming, propelling Clarkson’s co-presenters—such as Kaleb Cooper—into the spotlight. This growing fascination is reflected beyond TV, with many farmers, including Joe, gaining significant followings on social media platforms like TikTok and YouTube.
Speaking on BBC Breakfast on 21 July, Joe highlighted how Clarkson’s Farm has helped bring farming struggles and realities to the public eye in a way few others have. “He’s really just showing it to the public, the struggles,” Joe said. “Without the interest Clarkson’s sparked, I don’t think farmers like myself, who share our work on YouTube and TikTok, would have the same platform.”
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Joe also revealed his personal connection to Clarkson, mentioning that Jeremy grew up near his family farm. “Clarkson is a local lad to us,” Joe shared. “Where my great uncle farms, that’s where Clarkson was brought up.”
The increased visibility of farming through both Clarkson’s show and social media has sparked new excitement about agricultural careers — an outcome Joe finds “gratifying.” Yet, his own path wasn’t straightforward. Warned by his parents of farming’s financial challenges, Joe initially pursued a degree in Geography at Hull University and a graduate role outside farming.
“I thought this is just not for me. I want to be out in the tractor, with the cattle. I just longed to get back to the farm,” Joe explained.
Joe’s social media journey began somewhat unexpectedly when a friend inspired him to start sharing farm videos on TikTok. “I wanted to do it anonymously at first,” he said. “But I stupidly named it ‘Joe Seel’ and couldn’t really hide!”
Now, Joe embraces the platform’s reach, connecting with audiences eager to learn about everyday farming life. Clarkson’s Farm, he believes, has opened the door for farmers to tell their stories and helped foster a renewed respect for the agriculture sector.