The inaugural Great British Farm-Fest, hosted by Jeremy Clarkson, descended into chaos over the bank holiday weekend as a number of traders packed up early, claiming they were struggling to make a profit. Social media posts from frustrated stallholders painted a picture of disappointment, lost revenue, and logistical nightmares, leaving festival-goers and exhibitors reeling.
Some of the event’s traders were quick to post tearful videos online. One stallholder titled her clip “what a shambles. Giving a new meaning to ‘diddly squat’,” highlighting her frustration at being blocked from sales opportunities. Another vendor claimed that their stall was completely obstructed by a lorry, rendering their area inaccessible to shoppers.
Potato seller Ben Newman, better known by his social media moniker Spud Man, said he may make a small profit but warned that other caterers were struggling
Among the notable vendors affected was potato seller Ben Newman, widely known as Spud Man. The social media star, who boasts over 600,000 Instagram followers, admitted that while he may make a small profit over the course of the three-day festival, other caterers were struggling badly. “Did we have a good day? We did. Thank goodness, because if we were going to do it, it was yesterday,” he said. He expressed hope to “make a little bit” after sales from another unit at the Bearded Theory festival in Derbyshire were included.
Despite the challenges, the festival drew large crowds. Organisers reported over 20,000 attendees on Friday alone, with expectations of 55,000 over the full weekend. The sprawling event took place across 300 acres at Stoneleigh Park, Warwickshire, with adult ticket prices ranging from £35 for a half-day to £60 for full-day access. Musical acts included Alex James from Blur, 10cc, Sophie Ellis-Bextor, and a DJ set by Groove Armada, alongside Clarkson’s own stage appearances with co-host Kaleb Cooper.
Korrine Pallas, who owns pet product firm Phoenix Equestrian and Pet Supplies, said Friday was ‘the worst day’s trading we have ever had’
Yet for some exhibitors, the high attendance did little to ease the pain of poor trading. Korrine Pallas, who owns Phoenix Equestrian and Pet Supplies, described Friday as “the worst day’s trading we have ever had.” In a video posted to TikTok, she tearfully explained: “It has been downright awful at Farm-Fest. When I say it’s not worth getting out of bed for, it’s an understatement. It has been horrific, and I know everyone else is feeling the same and is in the same boat as us.”
By Saturday, Korrine announced she was leaving the festival a day early—a decision unprecedented for her small family-run business. Holding back tears, she said: “It has been catastrophic for us, and when you are already a small family business in hard times, it is heart-wrenching.” She estimated losses of a few thousand pounds and noted that it would have cost her £400 to remain open on Sunday, a figure she had not come close to recouping in sales over the preceding days.
Emma, co-founder of pet brand Pops and Coco, echoed Korrine’s sentiments in her TikTok video, describing the event as a “shambles.” She added: “There have been a lot of traders who have gone home—lots of traders left last night, particularly dog traders. I would say 90 per cent of traders across the whole showground, whatever they are selling, have either made a loss and haven’t made their costs back or they are only just making some money now. To come to a three-day event which has been heavily advertised on social media and walk away at a loss is incredible.”
Another stallholder, saddle fitter Julie Masters of Masters Saddles, posted images showing her stall blocked by a huge lorry. She called the situation “a very expensive mistake” and described investing significant resources for an event that ultimately left her “thousands of pounds out of pocket,” with no refund offered. “Photos show the main shopping aisle and then us, blocked by a lorry. We asked several times for it to be moved but no joy,” she said.
The disruption appeared to be concentrated among smaller, independent vendors. While Clarkson’s celebrity presence and musical acts drew crowds, the layout and logistics of the festival seemed to impede sales for several key traders. For vendors dependent on footfall and visibility, blocked stalls and poor placement proved catastrophic.
Jeremy Clarkson himself was spotted at the festival alongside Kaleb Cooper, Charlie Ireland, and Lisa Hogan. While they mingled with guests and oversaw the opening of various arenas, the reality on the ground for traders painted a different picture—one of frustration, financial loss, and unfulfilled expectations.
Festival organisers expressed surprise at the early departures. A spokesman said: “We have been working closely with traders at The Great British Farm-Fest to provide support during our inaugural weekend. We are surprised that a handful of exhibitors, out of the 400 who attended, left within a few hours of the first day without experiencing an event that has attracted over 50,000 visitors.”
For Spud Man, the social media star, the weekend was a mixed bag. While he hailed one day as a modest success, he warned that many traders were struggling to break even. “It’s been tough for most people. Hopefully, things will improve, but for now, it’s been a challenge,” he said.
The financial impact was keenly felt by small businesses that rely on festivals as key revenue opportunities. For many, Farm-Fest represented a rare chance to reach new customers, but logistical issues, poor stall placement, and lack of refunds compounded the disappointment.
The combination of celebrity-hosted entertainment, large-scale marketing, and high ticket prices may have created expectations for a profitable festival weekend, but for the small vendors, the reality was far more sobering. Social media footage from the site highlighted empty aisles, tearful stallholders, and blocked pathways, reinforcing the narrative of a festival that didn’t meet its small business obligations.
While some larger vendors may have navigated the event without issue, the experiences of Korrine, Julie, and Emma underscore the challenges faced by family-run businesses and micro-enterprises in high-profile festival settings. Their public accounts on TikTok and Instagram quickly went viral, sparking debates about the responsibility of festival organisers to ensure equitable trading conditions for all exhibitors.
For now, traders are left to reconcile the excitement of being part of a major celebrity event with the reality of financial loss and logistical frustrations. The Great British Farm-Fest may have been a spectacle for visitors, with Clarkson on stage and headline musical acts performing across multiple arenas, but for many vendors, the weekend will be remembered as “diddly squat.”
As the festival draws to a close, organisers and participants alike are likely to reflect on lessons learned from the inaugural event, particularly in relation to small business support, stall layout, and crowd management. For independent traders, the hope is that future iterations of Farm-Fest will balance the glitz and glamour with practical measures to protect the livelihoods of the hundreds of small businesses that give these events their character and diversity.
