Jeremy Clarkson shares hugely 'expensive mistake' at Farmer's Dog pub as he makes awkward U-turn

Running a village pub is a tough job, but Jeremy Clarkson wasn’t deterred by his discovery that another rural profession, farming, turned out to be such a challenge.

With three seasons of Clarkson’s Farm behind him, Clarkson saw fit to add more incredible stress to his plate by renovating and reopening The Farmer’s Dog in Asthall near Burford.

Since its August 2024 open, the pub has proven wildly popular with locals and touring Clarkson fans. Running a busy pub is very challenging, namely in the fact that the pressure quickly builds on staff who bear the brunt of customer dissatisfaction and the need to work at full speed just to stay above water.

Rachel and Sue Hawkins discussing plans with Jeremy Clarkson (Amazon Prime)

Staff turnover is often high, and problems can quickly mount across the bar, restaurant, and kitchen that make it difficult to know where to start.

In the run-up to its reopening, Clarkson was assisted by Rachel and Sue Hawkins. The pub consultants had a track record of reviving pubs in the Cotswolds and proved instrumental in many of the decisions that went into The Farmer’s Dog’s rejuvenation.

However, the strained relationship between Clarkson and the pub advisors met its zenith on opening day, with both Rachel and Sue walking out on the former Top Gear presenter when the uphill struggle of getting the pub battle-ready fully revealed itself.

Upon being challenged by Rachel and Sue over the staff’s challenges and the myriad issues that had blossomed on the pub’s rampant first day, the visibly frustrated Clarkson snapped:

“Do you want me to go and find a manager? Or go back into the kitchen? Or do you want me to mend the leak? Or do you want me to deal with the car parking issues? Or do you want me to deal with the neighbours?

"Do you want me to deal with the council? I've got plenty to be doing and I'll get on with it. Thank you."

This flashpoint proved the end of their working relationship, with Rachel and Sue walking out.

It wasn’t the first disagreeable conversation had between the three of them, with Clarkson recently backpedalling on one contentious subject that had arisen during the renovation works.

:"First on our list, covering the deck with some umbrellas,” Rachel explained whilst discussing plans for the outdoor seating.

“We needed to sign it off about 40 minutes to guarantee them arriving. (They're) three enormous umbrellas to cover the entire deck, approximately £40,000."

Clarkson responded: "Sorry, you're saying words... £40,000 for three umbrellas. £40,000 for three umbrellas!

"I'm well aware we need umbrellas, I know that, but I really genuinely believe that's nuts."

Upon Rachel’s urging that it would be a better option than having several more, cheaper umbrellas, Clarkson continued: "How have I come around to this point? I just cannot believe I'm 64 and someone has just said to me the price of the umbrellas is £40,000. You can buy a Golf GTI for that."

However, posting on Instagram a year later, Clarkson revealed a handsome set of umbrellas adorning the outside decking, captioned:

"Turns out Sue and Rachel had a point. @thefarmersdogpub did need big umbrellas after all!!"

Rachel, perhaps sore from the online vitriol she and Sue have been subjected to since the fourth season of Clarkson’s farm began airing, responded on her own Instagram story: "AND BEHOLD… The EXACT 40k umbrellas that have been the topic of so much discussion.

"Not blocking the view & providing a year-round weather solution with heating & lighting in order that 75 guests can dine comfortably on the terrace all year round...

This vindication doesn’t seem to wash with Clarkson’s fans, with some commenting on his umbrella post with pointed comments.

Clarkson at Cheltenham in 2025 (Max Mumby/Indigo / Contributor/Getty Images)

“I loved it most when after they had spent a fortune and then near completion decided the place wasn’t fit for purpose…” said one user, referring to Rachel and Sue.

Another added: “Shame they bailed on you when push came to shove. We can all launch a pub when things go smoothly, it’s when things are tough that you needed them. The chef, Nick was a good example. Kept his head but told you how it was and stuck with it!”

Season four of Clarkson’s farm is available to stream on Amazon Prime.