Jeremy Clarkson, known for his hit show Clarkson’s Farm, has expanded his ventures beyond farming into pub ownership with the launch of The Farmer’s Dog. Located in Asthall near Burford, Oxfordshire, this pub was acquired by Clarkson for under £1 million. Formerly known as The Windmill, the pub now aims to embody Clarkson’s vision of a “Farm to Fork” restaurant experience.
The new business venture is featured in Season 4 of Clarkson’s Amazon Prime reality show, which premiered on May 23. The series chronicles Clarkson as he juggles this ambitious project alongside the day-to-day challenges at his Diddly Squat Farm.
Despite its popularity since opening in August of last year, The Farmer’s Dog has sparked debate due to Clarkson’s strict policy of offering exclusively British products. This unique rule has led to the absence of common items such as ketchup, Coca-Cola, Pepsi, lemonade, and even coffee. Some patrons have expressed frustration over limited drink choices and the unavailability of everyday condiments like pepper.
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Clarkson openly admits that this policy is not “business-minded” and has actually increased costs by about £10 per customer. Speaking to The Times, he said, “A business-minded person would look at these costs and realize that, with British-only rules in place, a hotdog was going to be priced at about £45. But I’m not a business-minded person. So I just filled my heart with hope, asked an AI program to work out what the average price of lunch in a Cotswolds pub is, and just charged that.”
His commitment to sourcing strictly British goods reflects his passion for supporting local producers, even if it means customer surprise or added costs. Clarkson’s Farm Season 4 continues to document this bold venture as it unfolds on Amazon Prime.