Ocado Retail has signed an exclusive partnership with Diddly Squat Farm, becoming the first major retailer to stock the farm shop’s products.

The online grocer will launch the range on Ocado.com from 29 April, adding a selection of Diddly Squat Farm products to its “Best of British” aisle.

The initial range will include Real Ale Chutney, Blackberry Jam, Beer Mustard and Diddly Dunkers, with more products set to be added later this year.

The tie-up is designed to bring a farm shop-style offer to Ocado customers as part of their weekly online grocery shop, while strengthening the retailer’s British sourcing credentials.

The range will also be available through Zoom by Ocado.

Alongside the product launch, Ocado Retail and Diddly Squat Farm are co-funding outdoor learning and land-based skills programmes through The Ernest Cook Trust.

The funding will support outdoor education for children and young people across the UK, with a focus on helping more young people engage with agriculture and farming careers.

Ocado Retail partnerships lead Lucy Silver said: “Diddly Squat is an exciting brand to have on site and allows us to deliver a farm shop experience to our customers’ doors.

“We’re always looking for ways to support British products and expand the choice of local produce for our customers.”

Silver added that the partnership would also support the next generation of British farming through its work with The Ernest Cook Trust.

“We’re proud to be playing a part in supporting the next generation of British farming and outdoor careers,” she said.

Diddly Squat Farm co-founder Lisa Hogan said the partnership was a “natural step” in making the farm more accessible to shoppers across the UK.

“Diddly Squat has always been about celebrating British farming in a hands-on, practical way, from what we grow to how we share it with people,” she said.

“Supporting the wider farming community, particularly by helping more young people engage with agriculture and understand the value of British produce, is central to what we set out to do.”

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