Jeremy Clarkson, the famous television presenter, has revealed that his new pub venture, The Farmer’s Dog, located in Asthall near Burford in Oxfordshire, is experiencing financial challenges. Despite the pub’s dedication to using only British ingredients, which was initially well-received by supporters, customers have expressed dissatisfaction over the high prices of the menu items. Clarkson disclosed that even with the elevated prices, the pub is still operating at a loss.
In an article written for The Times, the 64-year-old highlighted the unexpected expenses involved in running the establishment. Clarkson shared that he had based the menu prices on the average cost of lunch in Cotswolds pubs, but for each customer served, he estimated a loss of approximately £10. He acknowledged that sourcing British produce was considerably more costly compared to importing goods, with British-grown items often being priced significantly higher.
Despite his efforts to maintain a menu comprised solely of British products, Clarkson admitted to not achieving this goal entirely. He explained some of the difficulties faced, such as the limitations in offering traditional British drinks like gin and tonic, as the quinine in tonic water cannot be sourced locally. He jested about the unlikelihood of patrons wanting a gin and water substitute with turnip slices or potato peelings as garnishes instead of the conventional citrus.
Furthermore, Clarkson pointed out that while he managed to exclude non-British items like avocado from the menu, ensuring the beverages aligned with the same principle was more challenging. The presenter appealed to customers for understanding when presented with their bills, emphasising the additional costs incurred by the pub. Despite the financial setbacks, Clarkson expressed his commitment to delivering fresh, locally sourced food to his patrons.
The former Top Gear host’s candid admission sheds light on the intricate economics and difficulties of operating a business that prioritises supporting British producers. Clarkson’s openness about the financial struggles faced by The Farmer’s Dog provides insight into the complexities of maintaining a pub that places a premium on sourcing local ingredients and the impact on its profitability.