Lisa Hogan Launches Only Farmers App to Support Rural Businesses During Drought Crisis

Lisa Hogan, who co-manages Diddly Squat Farm with partner Jeremy Clarkson, has launched Only Farmers, a new app designed to connect rural holiday visitors with farm-based activities while supporting independent farmers facing severe financial pressure. The platform addresses income challenges created by an unusually hot and dry spring and summer that has damaged crops across the United Kingdom.

How the Platform Works

Only Farmers operates as both a website and downloadable application, officially launching as an app in early August. The platform enables tourists exploring the British countryside to discover farm-based attractions and activities available in their specific locations. Potential activities include walking alpacas, milking cows, foraging, and learning to cook.

Farmers can register their own activities and events on the platform to attract paying visitors. This feature directly addresses the financial crisis facing the agricultural sector, as many farmers expect significantly reduced harvests this year and face mounting pressure from rising fertiliser costs, tight profit margins, and the ongoing impact of Brexit.

Clarkson's Endorsement and Context

Clarkson publicly endorsed the app through a social media announcement, describing it as "a cracking idea" from Hogan. He emphasized that the platform offers holiday-makers a worthwhile activity while simultaneously providing farmers with an alternative income stream during a period when traditional agricultural revenue is expected to decline substantially.

The launch aligns with the themes explored in Amazon's Clarkson's Farm, which has documented the agricultural sector's mounting challenges, from unpredictable weather patterns to economic pressures. The couple's farm and entertainment platform have become prominent voices in discussions about British farming sustainability.

Market Response

Social media users responded positively to the announcement, with many praising the concept as practical support for struggling farmers. Some commenters enquired about regional coverage, while others highlighted the value of exposing younger generations to farm life through such activities. The app's distinctive branding generated good-natured humour among observers referencing the name's similarity to other subscription platforms.