In a move that’s sure to stir up controversy and chuckles in equal measure, Jeremy Clarkson, the outspoken television personality and farmer, has coined a particularly biting nickname for UK Prime Minister Sir Keir Starmer. The 65-year-old star, best known for his high-octane motoring adventures on BBC’s Top Gear and Amazon Prime Video’s The Grand Tour, has never shied away from injecting his unfiltered opinions into the public discourse. Now, with his latest swipe on social media platform X (formerly Twitter), Clarkson has dubbed Starmer “Custard”—a cheeky portmanteau blending two profane terms: half “ct” and half “bstard.”
The incident unfolded online last week, sparking a wave of reactions from fans, critics, and political observers alike. It all began with a tweet from Reform UK MP Rupert Lowe, who posted on November 11: “Heavy rumours that Labour MPs are turning on Starmer. Good. He should be ejected from office. He has disgraced the position of Prime Minister.” Lowe’s message, which quickly gained traction amid reports of internal Labour Party unrest, was reshared by singer Carol Decker of T’Pau fame. Decker added her own frustrated commentary: “I wish I could invent another swear word to describe @Keir_Starmer.”
Enter Clarkson, who couldn’t resist jumping into the fray. Replying directly to Decker’s post on November 12, he offered his inventive solution: “Custard is useful. Half cunt half bastard.” The post, laced with Clarkson’s signature irreverent humor, exploded in popularity, amassing nearly 39,000 likes, over 2,300 reposts, and hundreds of replies within days. It racked up more than 664,000 views, highlighting the former Top Gear host’s enduring influence on social media, where he boasts millions of followers.
Reactions poured in swiftly, with many embracing the nickname as a fresh addition to the lexicon of political insults. One user enthusiastically responded, “Oh Jeremy, CUSTARD will be my ‘go to’ word when I’m in company and can’t use the real thing!” Another fan quipped, “Will only ever refer to Starmer as colonel custard from now on out,” while a third added a lighthearted jab: “A terrible insult to custard!” Some even speculated on its potential appearance in Clarkson’s ongoing reality series, with comments like, “Can’t wait to hear you use that next season on Clarkson’s Farm.” However, not all feedback was positive; a few users joked that the post could land Clarkson in hot water, with one warning he might get “arrested” for his blunt language.
This isn’t the first time Clarkson has targeted Starmer with his verbal barbs. Back in October, the motoring mogul-turned-farmer lambasted the Labour leader in a column, claiming Starmer “has no clue what to do about the economy.” Clarkson’s criticisms often stem from his own experiences as a small business owner and farmer at Diddly Squat Farm in Chadlington, Oxfordshire—a venture that’s been the centerpiece of his hit Prime Video show Clarkson’s Farm since 2021. The series, which chronicles the highs and lows of rural life, has resonated with audiences for its mix of humor, frustration, and genuine insight into the challenges facing British agriculture under current policies.
Clarkson’s foray into farming came after decades in the spotlight as a car enthusiast and broadcaster. He first rose to fame in the 1980s as a motoring journalist before becoming a household name on Top Gear alongside co-hosts Richard Hammond and James May. The trio’s antics, including high-speed challenges and controversial commentary, drew massive viewership but also frequent backlash—most notably Clarkson’s 2015 departure from the BBC following a physical altercation with a producer. Undeterred, he relaunched his career with The Grand Tour on Prime Video, where his no-holds-barred style continued to thrive.
In recent years, however, Clarkson has pivoted toward more grounded pursuits, using his platform to highlight issues like bureaucratic red tape, environmental regulations, and economic pressures on farmers—topics that often intersect with national politics. His outspoken nature has made him a polarizing figure: adored by fans for his wit and authenticity, but criticized by others for his sometimes inflammatory remarks. This latest dig at Starmer aligns with a broader wave of discontent toward the Labour government, which has faced scrutiny over economic policies, internal divisions, and public approval ratings that have dipped since their landslide victory in July 2024.
The timing of Clarkson’s comment couldn’t be more pointed, as rumors of Labour MPs’ dissatisfaction with Starmer swirl amid challenges like budget controversies and foreign policy debates. Rupert Lowe’s original tweet tapped into this sentiment, reflecting frustrations from opposition figures who argue Starmer has failed to deliver on key promises. Whether Clarkson’s “Custard” nickname sticks remains to be seen, but it has already inspired memes, merchandise ideas, and further online banter, cementing its place in the annals of British political satire.
Meanwhile, fans of Clarkson won’t have to wait long for more from the man himself. Filming for the fifth series of Clarkson’s Farm wrapped at the end of September, with new episodes expected to drop in the spring of 2026, based on previous release patterns. The show, which has become a surprise hit for Prime Video, continues to blend comedy with poignant commentary on rural life, potentially providing Clarkson another stage to air his grievances—perhaps even incorporating his new favorite insult.
As the dust settles on this social media storm, one thing is clear: Jeremy Clarkson remains a master of provocation, turning everyday frustrations into viral moments that capture the nation’s mood. Whether you love him or loathe him, his “Custard” quip is a reminder that in the world of British celebrity and politics, no one is safe from a well-aimed verbal jab.
