Jeremy Clarkson’s “Weird” Pub Rule Sparks Backlash—And How an All-British Ketchup Finally Solved It

When Jeremy Clarkson, the outspoken former Top Gear presenter, opened the doors of his Oxfordshire country pub The Farmer’s Dog in 2023, he knew he wanted it to stand apart. True to his well-documented love for farming and his relentless championing of British agriculture, Clarkson declared that the pub would serve only products and ingredients that were 100 percent British.

The idea sounded patriotic, admirable, and in line with the ethos of his Prime Video hit Clarkson’s Farm. But in practice, it sparked a quirky controversy that left customers and staff exasperated for months.

The Rule That Ruffled Feathers

By enforcing his 100% British-only policy, Clarkson immediately eliminated a number of everyday pub staples from the menu. Visitors quickly realized they couldn’t order Coca-Cola, coffee, or even ketchup—an omission that quickly became the most talked-about point of frustration.

Ketchup, perhaps Britain’s most beloved table condiment, was so frequently requested that the pub’s staff had to put up signs informing diners it was not available. Many guests were baffled, while others were annoyed. For them, fish and chips without ketchup—or a burger without a dollop of red sauce—just didn’t feel right.

Still, Clarkson remained firm. “If it’s not British, it’s not on the menu,” became the rule of thumb, and no matter how often diners asked, staff had to turn them down.

Enter Condimaniac: A Ketchup Revolution

The stalemate might have dragged on indefinitely, had it not been for Isle of Wight-based condiment company Condimaniac. Founded by Kier Kemp and Jennifer Dreier, the company had built a reputation for creative sauces and small-batch condiments. When they learned of Clarkson’s dilemma, they decided to take on the challenge of creating the UK’s first 100% British ketchup.

It wasn’t an easy task. “Making a 100 percent British ketchup after Jeremy Clarkson alerted us to the fact there wasn’t one was very hard,” Kemp admitted. The primary obstacle? No UK firm was producing tomato purée, the core ingredient in ketchup.

To get around this, Condimaniac sourced tomato passata from the Isle of Wight, paired it with apple cider vinegar from Hampshire, salt from Essex, and British-grown onions and sugar. The team experimented with ratios, thickness, and flavor until they had a product that could rival Heinz.

Kemp later admitted in a blog post that the process was “a massive faff” and required “going to great lengths to get the right consistency and flavour.”

First Taste Test: A Hit With Customers

In June 2024, Condimaniac delivered its first batch of the ketchup to The Farmer’s Dog for staff to sample. But before the jars even reached the pub’s manager Annie, customers got a taste—and the reaction was overwhelmingly positive.

One diner raved: “It’s amazing—I’m not having Heinz again, that is for sure.” Another praised the condiment for its richness and freshness. Staff at The Farmer’s Puppy—a tent-based mini version of the pub—also gave it glowing reviews.

The ketchup quickly became a sensation. The first production run of 1,700 bottles, priced at £7.95 each, sold out almost immediately on Condimaniac’s website. Many bottles were also stocked at the pub’s butcher and bottle shop, as well as Clarkson’s own Diddly Squat Farm shop.

More Than a Gimmick

For Kemp, the project was more than just a commercial win. He praised Clarkson and his pub team for staying true to their mission of supporting British producers. “It is not just a gimmick for them—they really do live and breathe this 100 percent British thing,” he said, adding that Clarkson’s team were “the best wholesale clients I have ever dealt with.”

Kemp also noted how refreshing it was to work with celebrities who were genuine and down-to-earth: “Everyone I have met is super lovely. I’m glad I can report they are actually nice people—it’s not always like that.”

Sticking to His Principles

A source close to Clarkson’s pub explained that the ketchup saga had always been about principle. “Jeremy and the team support the British food and farming industry. So he made no apologies for not selling ketchup, no matter how many times staff had to let customers down.”

The source added: “But the pub’s always said that if a British company could do it with all-British ingredients, it would get on the menu. Hopefully, it’ll be a success.”

With Condimaniac’s creation now gracing tables at The Farmer’s Dog, it looks like the ketchup controversy has finally been put to rest. And in true Clarkson style, it has been solved in a way that is both stubbornly principled and quintessentially British.