Jeremy Clarkson Makes Exception to His Pub’s ‘100% British Food’ Rule

A Pub Built on Supporting British Farmers

Jeremy Clarkson, the 65-year-old TV presenter, has proudly promoted his pub — The Farmer’s Dog — as a place that serves 100% British food and drink. Since opening over a year ago, the pub has followed a strict policy aimed at supporting UK farmers and local producers.

The rule has been so firm that Clarkson even banned a customer’s birthday cake from being brought inside because it wasn’t made with British ingredients.

But as it turns out, even Clarkson’s famously stubborn standards come with limits.

The One Product That Breaks the Rule

According to a statement on the pub’s official website, Clarkson admits the venue does serve one item that isn’t British: tonic water.

“I have tried my absolute hardest to make sure that every single thing you consume in The Farmer’s Dog was grown or reared by British farmers. And I have failed,” he writes.

The problem?
Quinine, the key ingredient in tonic water, cannot be grown in Britain.

Clarkson explains:

“You can’t have a pub that doesn’t offer a gin and tonic. But there is quinine in tonic water, and you can’t grow that in Britain.”

He jokes that serving gin and plain water — with a slice of turnip instead of lemon — probably wouldn’t sit well with customers.

What the Pub Refuses to Serve

While tonic water earned an exception, other non-British products remain banned.

• No avocado
• No Coca-Cola

Instead, the menu features British-made fizzy drinks, British-grown teas, and even British wines.

How Clarkson Solved the Ketchup Problem

At one point, the “100% British” rule meant the pub didn’t stock any ketchup — a decision that didn’t impress many chip-loving customers.

A sign even warned:
“Don’t bother asking for ketchup.”

But Clarkson eventually sourced a fully British alternative made from:

• Isle of Wight tomatoes
• Hampshire apple cider vinegar
• Essex salt
• British sugar, rosemary, carrots, and onions

This 100% British tomato ketchup became available at the Diddly Squat Farm Shop in August.

Visit and Decide for Yourself

Is Clarkson’s fully British ketchup better than Heinz?
To find out, you’ll have to make the trip to his Oxfordshire pub — and judge the patriotic menu for yourself.