In the show, he started farming as a little side project during the pandemic. But he realised how much it sucked and how hard it was for people for which it is the sole source of income.
He's tried to help his neighbours with the shops and restaurants. I don't know how much of it is propaganda or not, but it seems genuine given his recent public statements about it.
If a stubborn bastard like Clarkson can change his mind about stuff like that, it's always good.