When the farming entertainment series Fferm Ffactor returns to S4C in the autumn, there will be a new presenter at the helm: Ifan Jones Evans, the radio and TV presenter from Ceredigion.
After five years in the driving seat, series presenter Daloni Metcalfe has decided it's time to pass on the baton, and Ifan didn't need to be asked twice!
"I accepted immediately! As someone who has followed the series, I was thrilled to get the chance to present it," says Ifan, whose family own a farm in Pont-rhyd-y-groes, near Tregaron. "I've watched every series since the first in 2009 and some of my friends have been among the competitors too."
As Ifan looks forward to the new series, he encourages Wales' farmers to put themselves forward to take part. The closing date for applicants is on Friday 4 April, 2014, with the application form available on the website s4c.co.uk/ffermffactor
"It's easy to watch the series and claim you could do better. But how many of you will be able to complete the tasks under pressure when you're put on the spot?" says Ifan as he challenges Wales' farmers to give it a go!
"And remember, the brand new Isuzu pick-up is a worthwhile prize. And on top of all that, taking part is sure to be an experience," adds Ifan, who helps run the family's hill farm, as well as his TV work and weekly C2 radio show on BBC Radio Cymru.
"I know farmers have enough work to do at home, but this is a chance to try something different and to see if you're up to the challenge! If you keep a sheep or cattle farm like we do, then taking part will be a chance to learn about milking. Or if you run a dairy farm, this is your chance to try out sheep shearing."
That's the aim of the game on Fferm Ffactor as each farmer is tested on all aspects of the industry: animal and land management, food production, using machinery, as well as paper work, knowledge of industry regulations and business and marketing skills.
Setting the tasks will be the judges: former Harper Adams Agriculture College Headmaster, Professor Wynne Jones, and farmer Aled Rees, from Cardigan, the first ever Fferm Ffactor champion. They will put the farmers through their paces. Ifan's job is to encourage, support and comfort the farmers.
"I think the judges give them a hard enough time, so I will have to be supportive and offer a shoulder to cry on, if necessary! But, that won't stop me from resorting to a little bit of leg-pulling. There will be plenty of banter and plenty of cheek!" says Ifan.
Fferm Ffactor returns to S4C in the autumn. To apply, or nominate someone to take part, fill in the application form on the website s4c.co.uk/ffermffactor by Friday 4 April, 2014.