Our video challenged Jeremy Clarkson to buy our watercress – and after 1 million views he did

A Hampshire watercress grower has landed a deal with Jeremy Clarkson's pub after his cheeky social media video attracted more than a million views.

Jordan Saracoglu, of The Watercress Company, took to Instagram after discovering that TV star Clarkson's pub, The Farmer's Dog in Oxfordshire, was already serving the company's watercress.

But there was a catch. Although the pub was using its produce, it wasn't buying directly from the growers.

Jordan decided to do something about it.

In a video addressed to the former Top Gear presenter, he explained that buying straight from the farm could mean fresher watercress at a lower price.

He also encouraged viewers to tag Clarkson's pub in the comments, hoping the message would eventually reach the man himself.

The gamble paid off.

The video attracted more than one million views in its first week, with more than half coming from overseas.

The company was soon in contact with The Farmer's Dog and began delivering watercress directly to the pub the following day.

And the unexpected publicity brought further opportunities, with other restaurants and food businesses getting in touch.

The Watercress Company operates five farms in Hampshire, including four around Alresford.

Tom Amery, managing director the company, said: “I was so excited by the response.

“We achieved what we needed, to deal direct with The Farmer's Dog, but more importantly we achieved some notoriety and managed to make watercress part of the wider food conversation.”

The Hampshire farms are part of an area renowned for its long history of watercress production, with Alresford particularly associated with the crop.

Following the success of Jordan's video, the business has launched a direct ordering service through its website, allowing customers to buy as little as 1kg of freshly harvested watercress for next-day delivery.

The company hopes the move will help restaurants and other businesses obtain produce directly from growers while raising awareness of British farming.

However, supermarkets remain the industry's biggest customers, with the vast majority of watercress sold in small retail bags.

Mr Amery said social media was becoming increasingly important in encouraging consumers to try the vegetable.

“People are choosing their media differently and we are trying to engage with existing and new consumers directly.

“It's imperative that we sell more watercress to keep the industry thriving and reinvesting but to do that we need to drive awareness of the care and skill required to grow watercress, as well as the passion that the team pour into growing and harvesting every watercress leaf.”

The company has spent the past year producing videos about life on its farms, showing everything from growing and harvesting to the people behind the produce.

Watercress has been cultivated in Hampshire for generations, traditionally grown in gravel beds fed by mineral-rich spring water.

The crop has also proved resilient during periods of hot, dry weather, with its continuous water supply helping protect production.

While the British growing season generally runs from spring to autumn, the company also operates farms in Spain to maintain supplies during the winter months.