RAU’s Enrolment Surge Reflects Changing Perceptions of Agriculture in the UK

RAU Attracts New Generation of Students Through Popular Farming Series

Interest in agricultural education is gaining momentum, with one UK university reporting a marked rise in student applications, thanks, in part, to the influence of popular media. The Royal Agricultural University (RAU) in Cirencester, Gloucestershire, has confirmed an 11% increase in applications to its three-year BSc course in rural land management compared with the previous year. Staff at the University attributed this growth to the “Clarkson effect”, referring to the impact of the Amazon Prime series Clarkson’s Farm, hosted by television presenter Jeremy Clarkson.

According to Will Marsh, Director of External Relations at RAU, the programme has helped raise awareness of farming by showing both its challenges and its rewards. He noted that Clarkson’s portrayal revealed the complexity of agricultural work, moving beyond romanticised views and highlighting its far-reaching responsibilities.

In addition, applications to RAU’s land management programme with an integrated farm placement have risen by 18%. Officials suggested that this may be linked to the popularity of “Cheerful” Charlie Ireland, the land agent featured in the series, whose behind-the-scenes role has drawn attention to the business side of farming. Mr Marsh also observed that many still associate agricultural courses with operating machinery such as tractors and harvesters. However, Clarkson’s programme has helped shift public perception, drawing attention to broader career paths in land management, sustainability, and agricultural business.

The University has further strengthened its appeal by welcoming Kaleb Cooper, another well-known figure from the series, into its teaching team. Mr Cooper, who entered farming without a family background in the field, now supports students through scholarships aimed at widening participation. Staff at RAU remarked that he has made farming appear “cool” and is a passionate advocate for both the profession and the institution. Dairy farmer Richard Cornock, based in South Gloucestershire, said he was not surprised by the Clarkson effect. He explained that urban audiences, who previously had little exposure to farming, are now able to see its realities through television and social media platforms such as YouTube and TikTok. His own channel, The Funky Farmer, has been running since 2012 and continues to attract new interest in the sector.

Commentators suggested that the rise in applications at RAU reflects a wider trend across UK universities, where media exposure and outreach are making agriculture more attractive to prospective students. Some even compared RAU’s growing visibility with other institutions such as the University of Gloucestershire, the University of the West of England, and other leading universities focused on land and rural studies. Although RAU is already well-established in Britain, analysts believe the Clarkson effect could spark global interest in agricultural education. This may extend to institutions such as Krushi University in India, as well as universities in Ireland, Australia, and the United States.

The increase in applicants has been welcomed as a positive sign for students considering careers in agriculture. Farming is now seen not only as a rural occupation but as a dynamic profession that combines business, environmental responsibility, and global food security. University leaders confirmed that RAU’s experience will be shared through upcoming university news features and communications, helping to inform and inspire a wider audience.

Editor’s Note:

The recent surge in applications to agricultural programmes at the Royal Agricultural University (RAU) offers a compelling case study in how mainstream media can reshape public perceptions and influence educational choices. For years, agricultural education in the UK has faced the challenge of attracting new entrants, particularly from urban backgrounds. Enrolment figures in farming-related courses had remained relatively stable, often reflecting a narrow understanding of agriculture as a manual or rural pursuit. However, the emergence of Clarkson’s Farm, a widely viewed Amazon Prime series presented by Jeremy Clarkson, has brought farming into the national spotlight, reframing it as a complex, dynamic and commercially relevant profession. RAU’s reported 11% increase in applications to its BSc course in rural land management, alongside an 18% rise in interest for its integrated farm placement programme, signals a shift in how young people view the sector. University officials have attributed this growth to what they aptly call the “Clarkson effect”. The series has not only highlighted the operational realities of farming but also introduced audiences to the strategic roles behind the scenes, such as those played by land agents and agricultural business managers. Figures like “Cheerful” Charlie Ireland and Kaleb Cooper have become unlikely ambassadors for the profession, demonstrating that farming is as much about planning, sustainability and enterprise as it is about tractors and harvesters. Kaleb Cooper’s involvement in RAU’s teaching and scholarship programmes further reinforces the message that agricultural careers are accessible, rewarding and increasingly relevant to a wider demographic. Media attention has increased interest in farming, particularly on social media. Richard Cornock, a dairy farmer, notes that platforms like YouTube and TikTok connect urban audiences to rural life, as seen with his channel, The Funky Farmer. This heightened visibility benefits institutions like RAU and sparks comparisons with others, such as the University of Gloucestershire and the University of the West of England. The "Clarkson effect" is believed to inspire global interest in agricultural education, from India's Krushi University to institutions in Ireland, Australia, and the US.

Skoobuzz asserts that Agriculture is increasingly seen as a multidisciplinary field, not just an inherited profession, intersecting with business, environmental science, and global food security. Rising student interest signals a future where farming is a respected career choice. The Royal Agricultural University demonstrates that making farming visible, relatable, and aspirational encourages the next generation to engage.

FAQs

1. What is the ‘Clarkson Effect’ in agricultural universities? 
The ‘Clarkson Effect’ refers to the surge in student interest in agricultural courses following the success of Jeremy Clarkson’s television series Clarkson’s Farm. The show has made farming more visible and relatable, highlighting its complexity, challenges, and business potential. Institutions such as the Royal Agricultural University (RAU) have reported double-digit increases in applications, attributing this rise to the show’s influence on public perception.

2. Why are students applying for more agriculture farming courses? 
Students are increasingly drawn to agriculture due to its evolving role in sustainability, food security, and environmental stewardship. Media exposure, including documentaries and farming series, has helped demystify the sector. Additionally, the integration of technology, business, and science into modern agriculture has broadened its appeal beyond traditional farming backgrounds.

3. Is agriculture a good career choice in the UK? 
Yes. Agriculture offers diverse career opportunities in both public and private sectors, ranging from farm management and agronomy to policy, research, and agri-tech innovation. The sector is central to food production, climate resilience, and rural development. With growing demand for skilled professionals, agriculture provides job stability, meaningful work, and competitive salaries.

4. Which is the best agricultural university in the UK? 
Top institutions for agricultural science include:

• University of Oxford
• University of Reading
• University of Cambridge
• Imperial College London
• University of Nottingham

The Royal Agricultural University is also highly regarded for its specialised programmes and industry connections.

5. How can students apply for agriculture courses through the UCAS application? 
Students can apply via the UCAS portal by selecting agriculture or related sciences as their subject area. Applications typically require personal statements, predicted grades, and references. Entry requirements vary by institution, but most undergraduate agriculture courses accept UCAS tariff points ranging from 72 to 112. Open days and virtual events offer further guidance.

6. What career options come after an agriculture BSc course? 
Graduates can pursue roles such as:

• Agricultural Officer
• Farm Manager
• Agribusiness Consultant
• Soil Scientist
• Plant Breeder
• Agricultural Research Scientist
• Extension Officer

Food Technologist Opportunities exist in government departments, private firms, research institutions, and international development agencies.

7. Is an agriculture and business a good combination degree? 
Absolutely. Combining agriculture with business equips students with both technical knowledge and managerial skills. Integrated degrees such as BSc Agriculture with MBA or Agricultural Business Management prepare graduates for leadership roles in farm enterprises, agri-tech startups, supply chain management, and rural consultancy.

8. Does Clarkson University offer agriculture-related programs? 
Clarkson University offers programmes in Agricultural and Biological Sciences, with a focus on sustainability, biotechnology, and interdisciplinary research. While not a traditional agricultural college, it provides relevant coursework and research opportunities in environmental and biological sciences.

9. Which universities in England offer agriculture courses? 
Leading universities offering agriculture degrees include:

• University of Reading
• University of Nottingham
• University of Leeds
• University of Bristol
• University of Cambridge
• University of East Anglia
• Aberystwyth University
• Harper Adams University
• Royal Agricultural University

These institutions offer a range of undergraduate and postgraduate programmes in agriculture, land management, and agri-business.

10. How is RAU attracting more students to farming courses? 
RAU has embraced media engagement, industry partnerships, and inclusive outreach. The university has welcomed figures like Kaleb Cooper from Clarkson’s Farm into its teaching team and launched scholarships for students from non-farming backgrounds. Practical placements, modern curriculum design, and open days have further enhanced its appeal. The institution also promotes agriculture as a career that blends science, sustainability, and entrepreneurship.