The retail chain has secured a fresh exclusive agreement with Jeremy Clarkson regarding sponsorship of Clarkson’s Farm.

The acclaimed Prime Video series is shot throughout Oxfordshire and features the former Top Gear and Grand Tour presenter working at both his Diddly Squat Farm establishment and the Farmer’s Dog public house.

Morrisons has now renewed its exclusive sponsorship of the hit documentary series, which first launched in 2021, marking a second successive year of partnership.

Matt McLellan from Morrisons stated that the company collaborates directly with British agricultural producers and growers throughout the year and takes pride in the excellent quality, fresh produce this arrangement provides for shoppers.

He added that this collaboration continues to highlight the story of British food and the individuals who produce it while demonstrating the company’s longstanding dedication to UK farming.

He mentioned they were pleased to be back as the sole sponsor of Clarkson’s Farm following the impressive results achieved last year in building brand recognition by appearing prominently in one of the summer’s most discussed television programmes.

The fifth season of Clarkson’s Farm is scheduled to arrive the following month, with the initial episodes dropping on Wednesday June 3.

Regarding the content of the upcoming season, an Amazon spokesperson explained that following a government budget that sparked outrage within the UK farming community, Jeremy determines that significant alterations are necessary to improve the farm’s operations.

However, while the farm attempts to embrace advanced technology, resulting in Kaleb’s inaugural journey overseas, even more substantial changes are approaching for Diddly Squat that will present considerably greater difficulties.