Battle to be the best; They believe they've got the Fferm Ffactor.

Byline: ANDREW FORGRAVE

SOME are loud and opinionated, others quieter and more introspective.

But all are driven to demonstrate the merits of their industry and the versatility of the modern farmer.

They are the 10 men and women from across Wales selected to take part in S4C's eagerly anticipated new reality series Fferm Ffactor.

At stake is not just the chance of winning a pounds 20,000 4x4 Isuzu Rodeo Denver double cab pick-up: for the ultimate champion can lay claim to being the most accomplished farmer in Wales.

S4C has big hopes for the series which, despite its X Factor branding, is closer in style to the BBC's The Apprentice programme.

At stake is this Isuzu Rodeo Denver Each week contestants will be tested on farming skills, from separating sheep to driving tractors.

At the end of each programme, one will be eliminated, leaving three for the Christmas finale.

Comparisons with other reality series are inevitable: programme producers Cwmni Da has even borrowed from Big Brother by including a "Cab Cyffesu" - Confession Cab - in which contestants can pour out their woes.

"A lot of emotion comes out in the cab," said a member of the production team.

"It's a release valve for the contestants after a hard day's competition. Often you see a different side to their characters."

Although the series doesn't launch until October 20, filming has begun and three rounds are in the can. Already some candidates have been shown the door but security is high and everyone involved has been sworn to secrecy: even the exact nature of the farming tests are being kept under wraps.

All that S4C will say is that contestants will also be assessed for non-farming skills to reveal their "leadership, negotiation and marketing pounds 20,000 4x4 pick-up strengths". More than 100 farmers applied to go on the show which, despite its populist appeal, S4C views as a serious portrayal of an industry in which multi-skilling is critical.

It is not a cheesy, lowbrow personality competition along the lines of Big Brother, nor does it expect to highlight the ineptitude of its contestants, as in The Apprentice. "The programme is a lot of fun but the tasks offer a genuine test of all-round farming ability," said the spokeswoman.

PERFECT 10 LOWDOWN ON FARMERS IN THE FRAME NAME Eleri Wyn Williams AGE 52 FARMS Parlla Isa, Tywyn FAST FACT Eleri breeds traditional sheepdogs at her farm in Tywyn SOUNDBITE "There are three female competitors and we're all determined to show the men that we can hack it" NAME Geraint Siddall AGE 23 FARMS Bryn Hywydd, Niwbwrch FAST FACT Geraint's dream holiday would be to work on a ranch in America SOUNDBITE "Once the competition begins, then there'll be no friends. It's dog eat dog" NAME Rhys Evans AGE 26 FARMS Troed yr Aur, Brongest, Newcastle Emlyn FAST FACT Rhys is scared of chickens! SOUNDBITE "You only get one shot so I'll definitely be doing my best to reach the end" NAME Morfudd Lewis AGE 20 FARMS Talybont, Cardiganshire FAST FACT Morfudd is a big hockey fan and has set up her own team SOUNDBITE "I'm a bit apprehensive about what lies ahead. Everyone is being very coy about the tasks" NAME Aled Rees AGE 38 FARMS Trefere Fawr, Cardigan FAST FACT Aled applied for Fferm Ffactor after hearing a radio advert SOUNDBITE "I'm a bit apprehensive about what lies ahead. Everyone is being very coy about the tasks" NAME Gareth Jones AGE 42 FARMS Fferm Ty'n Llwyfan, Llanfairfechan FAST FACT Farming's self-confessed Alan Sugar has a number of other businesses to occupy his time SOUNDBITE "I'm quite stubborn and competitive and I never give up" NAME Glenda Hughes AGE 43 FARMS Ffridd, Nantlle, Caernarfon FAST FACT Glenda was reserve champion shepherd at this year's Royal Welsh Show SOUNDBITE "Farmers' wives already do a lot of multi-tasking" NAME Rhodri Jones AGE 31 FARMS Brynllech, Llanuwchllyn, Bala FAST FACT Rhodri was a real goody-goody when he was at school SOUNDBITE "I like to think I can turn my hand to a number of farming skills - Now I'll have to prove it" NAME Gareth Roberts AGE 53 FARMS Cwrt, Aberdaron FAST FACT Gareth is a keen cook - as long as someone else prepares it and he gets to eat it SOUNDBITE "I'm not a competitive person - but that could change!" NAME Cefin Evans AGE 37 FARMS Rhiwarthen, Capel Bangor FAST FACT If Cefin won pounds 1m, he'd buy himself a 4 x 4 Isuzu!

SOUNDBITE "I didn't apply to be on Fferm Ffactor myself. My friend put my name forward without me knowing"

CAPTION(S):

At stake is this pounds 20,000 4x4 Isuzu Rodeo Denver pick-up despite its populist