The new platform aims to promote farm events as farmers face severe crop challenges this summer
Category: Business
Lisa Hogan, co-manager of Diddly Squat Farm alongside her partner Jeremy Clarkson, has launched a new app called Only Farmers, aimed at supporting independent farmers during a challenging agricultural season. The app, which debuted on August 6, 2026, encourages visitors to the British countryside to engage in various farm-based activities, helping to bolster local economies impacted by recent climate conditions.
Only Farmers is part of a broader initiative to promote farm-based events and attractions, especially during the summer holidays. With many local farms grappling with financial pressures due to an unusually hot and dry spring and summer, the app serves as a platform for both visitors and farmers. Clarkson announced the launch, crediting Hogan with the idea, and emphasized its potential benefits for both tourists and agricultural producers.
"Now I guess a lot of you are going to be on holiday in the British countryside at this time of year and you may be looking for something to do with yourselves or the kids. Well, Lisa has had a brainwave. She started an app called Only Farmers," Clarkson said. He explained that the app would help users find activities such as walking an alpaca, milking a cow, foraging, or learning to cook. He also encouraged farmers to use the platform to advertise their activities, stating, "If you have some activity you're running because you're not going to make any money out of farming this year, why don't you go on Only Farmers and tell everyone what it is you're doing?"
The launch of Only Farmers comes at a time when farmers across the UK are warning of severe crop damage due to extreme weather conditions. The prolonged dry spell has led to expectations of significantly reduced harvests, compounding the financial struggles faced by many in the agricultural sector. Clarkson and Hogan have consistently highlighted these challenges through their Amazon series, *Clarkson's Farm*, which has documented various issues affecting farmers, including rising fertilizer costs, tight profit margins, the impact of Brexit, and increasingly unpredictable weather patterns.
Chris Packham, a noted environmentalist, has criticized the portrayal of farming in Clarkson's program, arguing that it does not represent the reality for most farmed animals in the UK. He stated that Diddly Squat Farm is not typical of the conditions experienced by the overwhelming majority of farmed animals, where over 95 percent are raised in intensive systems. Packham pointed out that many animals, such as pigs, spend their lives indoors on concrete floors, and mother cows are often repeatedly impregnated to produce milk, only to be separated from their calves shortly after birth.
This stark reality contrasts sharply with the idyllic image presented by small-scale farms like Diddly Squat. According to Packham, this representation risks obscuring the true conditions faced by millions of farmed animals across the country. He emphasized the importance of honest conversations about farming that center around animal welfare and the experiences of farmed animals. "They are not production units or television props – they are individuals capable of feeling fear, pain, comfort, and companionship," he remarked.
As the conversation around farming evolves, the launch of the Only Farmers app is positioned within a broader discourse on the sustainability of agriculture and the ethical treatment of animals. By promoting farm-based events, the app aims to connect consumers with the realities of farming, potentially fostering a greater appreciation for local agriculture and its challenges.
As Only Farmers gains traction, it is expected to play a key role in supporting local farmers during a time of need. The app's success will depend on the engagement of both visitors to the countryside and farmers willing to share their activities and experiences. Hogan and Clarkson's initiative could serve as a model for similar platforms aimed at bolstering local economies through tourism and agricultural engagement.
Looking ahead, the app is set to evolve, potentially incorporating more features that allow for real-time updates on events and activities in the farming sector. As the agricultural community continues to face challenges, including climate change and market fluctuations, tools like Only Farmers will be increasingly important in promoting resilience and sustainability.
In the coming weeks, farmers are encouraged to utilize the app to showcase their offerings as summer visitors look for engaging activities. With the agricultural sector under pressure, the promotion of farm-based events could provide a much-needed lifeline to independent farms struggling to navigate the current climate.