Since its launch in 2021, Clarkson’s Farm has captured the nation through it’s comical, yet harsh, look into the reality of British farming. Through humour, mishaps and the occasional gibberish from Gerald, the show has given the public a real glimpse of what actually goes into our food. “Farming shows are doing more than just entertaining us. They’re making the public stop and think about British farming, the people behind it and the challenges they face.” says Jake Pickering, head of agriculture at Waitrose. And as climate change intensifies with droughts, flash floods and rising costs affecting crops across the UK, it’s more important than ever to support our local farmers. Take at look at some of the other impacts of climate change on food security.

In the series, we see more than Lamborghini tractors, crops and cows but also a transformation as we watch a farm evolve. Through the peaks and troughs from Clarkson’s point of view, we begin to understand this is what British farmers deal with constantly. As we see the risk, uncertainty and resilience they are faced with, consumers are starting to think more about their food journey. Where their potatoes came from, who grew them and why they taste better during certain seasons.

And this curiosity isn’t just a trend, it is starting to change mindsets. Farm to fork is not a new concept but it is more important than ever to understand our food systems. Waitrose trend innovation manager, Emilie Wolfman says: ” We’re observing a shift in how our customers shop, with more actively supporting farmers by filling their baskets with British-grown produce, including berries, local cheeses and beed. What we’re seeing is a genuine shift in how people shop and more people wanting to connect where their food comes from.”

In the series, we see a transformation and go along the storytelling of growing the farm. Not only is it seeing the crops or cows, its understanding our food systems. Customer are actually beginning to seek out where their food comes from. Where their potatoes came from, who grew them and why they taste better during certain seasons. Now British produce is something consumers are proud to buy and this matters more than ever with broken supply chains.

What does this have to do with Greetwell?

You might be reading this and thinking, what does Jeremy Clarkson have to do with food procurement let alone Greetwell? Well, we want there to be a connection to the plates you serve. We partner with national, and also local, British growers who all share the same ethos on fresh quality and sustainability. This summer, why don’t you try and make your menu’s more seasonal by using regional flavours and timely produce. Moving towards a fresher, slower food system will benefit us and the planet, as well as local economies.

Sources and Further Reading:

Waitrose reports soar in demand for British produce

Clarkson’s Farm inspire consumers to support British farmers