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star is passionate about serving up only British produce - and that means making no compromises about what's put on customers' plates. Ketchup and Coca-Cola are strictly off the menu - and some diners are finding dishes unpalatable due to a total absence of pepper.

Bemused reactions to the rules can be found all over TripAdvisor as clueless customers showed up at the Cotswolds pub and discovered the truth. One ordered the pea and asparagus pearl barley risotto with Winchester cheese, but found it extremely "bland". She wrote: "Asked for some pepper and told, 'Sorry, no!' Ate 3 mouthfuls and that was enough."

Another griped that drinks were "limited", after becoming bewildered by the lack of "coca cola, pepsi, lemonade or coffee".

A third went online to complain: "Sadly they do not have pepper or coffee - both items I really missed. It was strange not to have a coffee after my meal, and I always have pepper on my veg."

However, Jeremy previously vowed that if he couldn't find a local supplier for a product, it wouldn't appear at The Farmer's Dog - and he's kept his promise.

On opening day last summer, he delivered a passionate speech to those at the front of the queue about his principles, insisting: "Every single thing was grown by British farmers!"

Ketchup is off-limits as Heinz has moved production to Poland and Spain - and while coffee's no longer on the menu, fans can opt for one of Jeremy's signature Hawkstone beers instead, which is even used to flavour the gravy.

The Clarkson's Farm star recently admitted that he might actively be losing money to feed customers due to his "British food only" policy - but he's determined to continue.

Meanwhile, some have taken to social media to defend his prices and limited menu in the name of patriotism, with one begging: "Please stop complaining about the prices. You can't compare them to a 'normal' pub, where food is sourced by huge national wholesalers. Mr. Clarkson buys directly from local farmers, which cuts out the middle man, and provides a fair price to the farmer so the produce is much better quality.. Worth a few extra quid in my book."

Jeremy addressed the matter himself in a column for The Times, stating: "A business-minded person would look at these costs and realise that with British-only rules in place, a hotdog was going be priced at about £45 - but I'm not a business-minded person.

"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."