Jeremy Clarkson, best known for his hit Amazon Prime series Clarkson’s Farm, has expanded his ventures beyond farming by opening The Farmer’s Dog pub. Located in Asthall near Burford, Oxfordshire, Clarkson purchased the former Windmill pub last year for under £1 million, aiming to bring his “Farm to Fork” restaurant vision to life.
Season 4 of Clarkson’s Farm, which premiered on May 23, documents Jeremy’s ambitious journey as he steps into the world of hospitality, juggling the challenges of running a pub alongside managing his farm. Clarkson initially wanted a farm-based restaurant but found local pubs were available for purchase, and so decided to buy one instead.
However, The Farmer’s Dog has faced criticism from some patrons for implementing a strict “British-only” policy when it comes to products used in food and drink. This has resulted in a notably limited menu — customers have reported the absence of popular staples such as ketchup, Coca-Cola, Pepsi, lemonade, and even coffee. Seasonings, including common ones like pepper, have also been restricted under this policy.
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One customer’s review summed up the frustration: “Drinks are limited, no cola, Pepsi, lemonade or coffee.” Another added, “Asked for some pepper and was told ‘Sorry no!’”
Clarkson himself acknowledged that the British-only rule was not the most commercially savvy choice. In his Times column, he revealed that adhering to this policy raised costs significantly — to the point where a simple hotdog would have been priced around £45. Instead, Clarkson chose to price meals based on the average lunch cost at Cotswolds pubs rather than purely on expense.
While some fans appreciate Clarkson’s commitment to supporting British producers, others find the restrictive menu options inconvenient, sparking debate over the viability of such a niche approach in the hospitality industry.