The former Top Gear host’s ‘no ketchup’ rule at his Farmer’s Dog pub has been causing absolute chaos for months. But now?
Game over.
When Jeremy Clarkson opened his Cotswolds boozer last August he was dead set on selling only 100% British products. No Coca Cola. No coffee. And definitely NO KETCHUP.
The massive ‘No Ketchup’ sign at the pub became infamous. Customers were fuming – imagine tucking into your £24 steak pie with no sauce! One punter called it “weird” while another said eating without ketchup was “bizarre.”
But here’s where it gets good.
British sauce company Condimaniac saw that sign and thought: challenge accepted. Co-founders Kier Kemp and Jennifer Dreier went on a mission. A proper mission to create the UK’s first ever fully British ketchup.
The breakthrough nobody expected
This haunted me night and day,” Kemp admitted on TikTok. The pair documented their quest to source everything British – Isle of Wight tomato passata, British Sugar, onions and carrots grown here, Hampshire apple cider vinegar, even Essex salt.
They cracked it.
Last week they rocked up to The Farmer’s Dog with their creation. And get this – customers went mental for it. “That is amazing,” one said. “I am not having Heinz again that is for sure.”
Even the pub staff were impressed. The chefs said it was “close to Heinz” – high praise in the ketchup world. Heinz themselves commented congratulating the company!
Manager Annie quickly agreed to stock it at the butchers and the Farmer’s Puppy (that’s the outdoor tent version of the pub).
“It is not just a gimmick for them they do really live and breathe this 100% British thing,” Kemp said after meeting the team. He later called them the “best wholesale clients I have ever dealt with.”
Everyone he met was “super lovely” apparently. “I am glad that I can report they are actually nice people. It is not always like that.”
But there’s a catch…
You can’t just squeeze it on your chips like normal ketchup. Oh no. You have to BUY THE WHOLE BOTTLE.
The ketchup costs £7.95 on Condimaniac’s website. And it’s already sold out.
One TikTok user moaned: “I thought the whole point was so people can have some with their meal, not have to buy a bottle.”
Meanwhile, the American music scandal
While Clarkson’s solved his ketchup crisis, he’s got a new problem. Customers are kicking off about the pub playing American music.
James Milligan spent his birthday at the pub and said on X: “Amazing birthday weekend in Cotswolds, visited Jeremy Clarkson’s The Farmers Dog which prides itself on being 100% British.
“Food was unreal, but please change the music to suit.”
He spent TWO HOURS listening to American themed music. Two hours!
“Spent the two hours I was there listening to American themed music.” He ended with the hashtag #notbritish.
Another comment read: “No ketchup, no coffee but also no British artists/music playing. Plenty out there available.”
“Will be returning though, food was amazing and well priced.”
Bit awkward for Clarkson who famously drove around Alabama in 2007 with ‘Country and western music is rubbish’ painted on his car.
The pub that’s costing him a fortune
The Farmer’s Dog in Asthall near Burford isn’t just any pub. Clarkson bought the old Windmill pub for around £1million and completely transformed it.
Now it’s got The Grand Tour tent in the grounds. There’s the Farmer’s Puppy outdoor kitchen. A butchers called Hops & Chops. Even a Diddly Squat farm shop.
But here’s the mad bit – Clarkson reckons he’s LOSING £10 per customer because of his British-only rule. Using pork from his Diddly Squat farm costs 74p to turn into sausage. Imported pig meat? Just 18p.
Black pepper is “ten times more expensive” to source in the UK he says.
“There is something wrong with the food system in this country,” he stated recently.
When asked about his struggling pub on Good Morning Britain, Clarkson had one word of advice: “Don’t.
The opening was a disaster
If you’ve watched season 4 of Clarkson’s Farm you’ll know the pub opening was absolute carnage. Senior staff Sue and Rachel Hawkins quit after just TWO DAYS.
They told Clarkson the kitchen was “about to go pop” and staff were “weeing in a portaloo” working 14-hour days.
“It’s not lovely conditions,” they said.
Rachel later hinted the show edited them in “a bad light to make better TV.”
Even Clarkson admitted opening the way they did was a ‘disaster.’
What’s on the menu then?
The Farmer’s Dog menu is packed with British farm produce. Gammon steak. Ham Hock Terrine. Steak pie with veg and mash for £24. A beef roast costs £24. Mixed beef and pork? That’ll be £26.
No Coca Cola. No coffee. Until now – no ketchup.
The only exception? Tonic water for G&Ts because as Clarkson says, you can’t have a British pub without gin and tonic.
Main meals are around £20-24. Not cheap. But Clarkson’s response to price complaints?
“We are here to back British farming. If you don’t want to do that, fine. Enjoy your chlorine.”
Banned from the pub
Clarkson’s got a list of people banned from The Farmer’s Dog. Prime Minister Keir Starmer’s on it. So is his old Top Gear mate James May.
He even banned a customer who complained about paying £24 for pie and veg on X. “You are now banned from the pub,” Clarkson replied.
Big Brother star Henry Southan might be next after he slated the food. Called the beef “really dry” and the pork “really dry” too. Said it was like “arriving at Glastonbury” just to park.
Is it worth it?
The pub employs 146 people now. Red Bull’s F1 team had their Christmas do there. They even gave Clarkson an engine cover with “Forget Alpine” written on it – a dig at his support for the rival team.
Award-winning chef Tom Aikens tried the Sunday roast when it opened. His verdict? Well, he didn’t complain about the price.
One review said: “I loved The Farmer’s Dog menu which only includes food that can be produced on British farms, the Hawkstone cider and the tractor hanging in the lobby!”
Dogs are welcome. The views from the terrace are “stunning.”
But you only get an hour for your table reservation. One hour!
Still, somehow it works without feeling rushed apparently.
What next?
Clarkson says he’s done with business. “I am not starting another business as long as I live,” he told The Telegraph. “I don’t understand it and am not motivated by money. I just want a good craic.”
The 100% British ketchup is a win though. Finally customers can have sauce with their chips. If they’re willing to fork out £7.95 for a bottle.
As for the American music?
We’ll see if Clarkson changes the playlist.
After all, he did change his mind on ketchup.
Image credit:
Jeremy Clarkson (2008). Photo by Ed g2s, via Wikimedia Commons, licensed under CC BY-SA 3.0.
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