Jeremy Clarkson has announced his latest business venture and has proudly declared it is 'the future'.
And it seems it'll be at the expense of another experiment that came about in season three of Clarkson's Farm, which went down a storm due to its almost immediate success.
Jezza, 64, has been running Diddly Squat Farm since 2019, having owned the 1,000-acre Cotswolds site since 2008.
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In that time he has teamed up with Amazon Prime Video to bring us three seasons of Clarkson's Farm, with a fourth outing of the hit show on the way sooner rather than later with filming starting back in May.
The third season saw Clarkson venture in to pig farming as well as other forms of alternative farming such as mushroom farming, and jam and honey creation, due to worries over the success of the arable product.
But it seems Clarkson's venture in to mushrooms has come to an end. That's according to one of his latest columns for The Sunday Times.
"Forget mushrooms. Those were a flash in the pan," he writes.
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In its place, Clarkson has given the biggest hint yet as to what season four of the Amazon Prime Video show will involve.
Jezza revealed that back in the winter, he had 'giant machinery' brought on to the farm to 'remove maybe 50 percent of the trees' in his woodland.
"This will get more light on to the forest floor, which will promote new growth and, so long as we can keep the deer numbers in check, that’s excellent," Clarkson said.
"Plus, of course, the tree trunks have been sold to make electricity and that’s obviously excellent as well. But I have been left with a simply staggering amount of what foresters call brash. And what we call branches."
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Clarkson's answer? It's time for a new business. Jeremy's walking sticks (final brand name TBC).
With a pile of branches 'half a mile long', Jeremy thought what better way to get rid than to sell them after refining them in to the supportive accessory?
"Some people have said to me that there’s no demand for walking sticks any more and that’s probably true. In the same way that there was no demand for the iPhone until there was an iPhone," he says.
"I walk regularly with a stick, not because I need it but because it’s a comfort. And there’s more. You can use it to point at things and lean on.
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"And it can be used to stop yourself falling over and to catch an errant sheep. And you can bang it on a tree to make a pheasant take flight, and you can have a collection and a favourite."
Given that Diddly Squat was recently hit by a major disaster, maybe Clarkson is right in keeping up the alternative income streams. The same goes for one recent purchase by Clarkson for close to £1 million that, he says, 'everyone advised him against going'. But would we expect any less after swapping cars for tractors?
Topics: Clarkson's Farm, Jeremy Clarkson, Celebrity, Environment, Business, TV, TV and Film, Documentaries, Amazon, Amazon Prime
Tom Earnshaw