Jeremy Clarkson hosting Cereals 2026 at Diddly Squat Farm is the kind of announcement that instantly generates national headlines – which is pretty unusual for an agricultural trade show.

Not because Cereals is small: it isn’t. With more than 25,000 attendees, it’s one of the UK’s biggest and most commercially important business-to-business farming events. But historically, its visibility has been contained almost entirely within the industry itself. As with many B2B exhibitions, Cereals has always been built around practical value: machinery, crop plots, agronomy, policy discussions and supplier relationships. Essential to its audience, but not culturally relevant to the masses.