welcome to the world of fog
I would be swayed towards a new fuel filter as there might be a blockage in the fuel line, its ok once running as the fuel pressure raises but on start it might not be getting enough.
mine used to go like that and would have to wind and wind it to fire up, soon as i changed filter its been ok.
Luke

2L SWB 2" lift 31/10.5/15 MT's 12000lbs Winch