Jeremy Clarkson’s popular Amazon Prime series Clarkson’s Farm is driving a surge of interest in agricultural education, with universities and colleges across the UK reporting a marked rise in applications from students newly inspired by the programme.
While Clarkson himself draws much of the attention, admissions officers say it is Charlie Ireland — the land agent and agronomist affectionately nicknamed “Cheerful Charlie” — who has become an unlikely role model for many young people considering careers in land management and farming.
The Royal Agricultural University (RAU) in Cirencester reported double-digit growth in applications this year. Its three-year rural land management degree saw an 11% increase in applicants, while the version of the programme including a farm placement rose by 18%. Applications for the two-year foundation degree in land management grew 14%, and interest in agriculture courses with a placement option climbed 8%.
Miles, a spokesperson for RAU, said the rise showed the reach of the programme. “It’s looking like shows like Clarkson’s Farm are having an effect. The interest goes beyond ‘I can do farming’ – there’s also rising enthusiasm for the range of professional roles involved in making farms succeed.”
At Harper Adams University in Shropshire, which runs a 550-hectare working farm, staff reported a “ripple effect” during open days. Lecturer Andrew Black said Ireland’s role had sparked curiosity among prospective students. Vice-chancellor Ken Sloan added that the show highlighted the modern mix of skills needed in agriculture, ranging from robotics and automation to land and property management.
“The strength of shows like this is how they show the breadth of experience needed, even for celebrities or soap stars, to make a farm work,” Sloan said. “That’s translating into a broader range of students exploring agri-food as a career.”
Plumpton College in East Sussex, which has doubled enrolment over the past decade, also acknowledged what it called the “Jeremy effect.” Principal Jeremy Kerswell said that while Clarkson’s Farm had undoubtedly raised awareness, the growing interest also reflected years of investment in agricultural education across the sector.
The series has also provided opportunities for students without a farming background. Kaleb Cooper, the young tractor driver who became a breakout star on the show, established a bursary at RAU in 2023. The scheme provides £3,000 in support and the chance to apply for a placement with Cooper or his partners. Two bursaries are awarded each year, with discussions underway to expand the programme.
Rupert Jones, 20, from Bournemouth, who received the bursary last year, said the show gave him the confidence to pursue farming. “For a lot of people from non-farming backgrounds, Clarkson’s Farm presented it in a way they hadn’t considered. Seeing the challenges directly from Clarkson himself made me excited about the industry.”
With agricultural courses seeing rising demand, colleges say Clarkson’s Farm has not only boosted public awareness of farming but also created a pipeline of future farmers, land managers, and agribusiness professionals.
