Television personality and farmer Jeremy Clarkson has doubled down on his commitment to British produce by implementing a remarkably strict policy at his Cotswolds pub, The Farmer's Dog. The 65-year-old star of Clarkson's Farm has now extended his '100% British' rule to cover items brought in by customers, formally banning any birthday cakes that do not adhere to his stringent sourcing guidelines.
The Cake Ban and Customer Reaction
In a move that is sure to disappoint some patrons, the pub now prohibits customers from bringing in their own celebratory cakes unless every ingredient can be verified as wholly British. This new rule was communicated directly to a customer via email. The Farmer's Dog stated, 'As part of our commitment to back British farming, we kindly ask that only 100% British food products are brought into the pub, this sadly includes birthday cakes.'
This policy is an extension of the pub's founding principle, which mandates that all ingredients used in its own menu must be sourced from within a 16-mile radius of the establishment. Clarkson's dedication to local sourcing is absolute, even when it impacts traditional celebrations.
A Ketchup Comeback and Rising Costs
Interestingly, the pub's rigid stance has recently seen a rare exception. For over a year, tomato ketchup was completely absent from the menu because Clarkson could not find a brand made exclusively from UK-sourced components. A sign even informed customers not to ask for it.
However, the situation changed in August when a British company, Condimaniac, created a sauce that met the exacting standards. Their ketchup is produced using Isle of Wight tomatoes, Hampshire apple cider vinegar, Essex salt, and British sugar, rosemary, carrot, and onions. The pub promptly placed an order for the specially made batch, which consisted of over 1,000 bottles.
Clarkson has been transparent about the financial implications of his British-only policy. He revealed in The Times that some ingredients, like black pepper, cost ten times more than their imported equivalents. He admitted that a business-minded person would price a hotdog at around £45 to cover these costs, but he instead chooses to charge the local average for lunch, potentially losing £10 for every customer that walks through the door.
Principle Over Profit
Despite the significant financial downside, the former Top Gear host remains unwavering in his support for British agriculture. His approach highlights a deeper commitment to a principle rather than pure profit. The Farmer's Dog stands as a testament to his belief in promoting and sustaining UK farming, a cause for which he is willing to absorb substantial operational losses.
