Blog Cwmni Da

Fferm Ffactor in partnership with Honda dealers

Honda and four of its Authorised Dealers in Wales are supporting the new series of S4C’s popular farming series Fferm Ffactor by donating a brand new ATV farm bike to the winner of the opening task at the Royal Welsh Show in Builth Wells.

Now in its fourth series, Fferm Ffactor sees ten farmers face weekly challenges, including sheep shearing, marketing and judging livestock in a bid to remain in the competition.

In their first task at the Royal Welsh Show on Tuesday 24 July, three farmers will get the opportunity to compete for the Honda ATV in front of a live audience.

During the run up to the Royal Welsh Show, the ten contestants will attend an ATV induction training course provided by Farming Connect Wales.  At the end of the training all ten will face a preliminary ATV task. The three who complete the task in the best time, whilst driving safely and responsibly, will get to showcase their driving skills at the Showground in Builth Wells.

“An ATV is a versatile and essential piece of farm machinery,” explains Phil Webb, Head of Power Equipment at Honda UK. “This challenge will put competitors’ riding skills to the test and shines a spotlight on the fact that one of the key factors in getting the very best out of an ATV is to ride safely and responsibly.”

Welsh dealerships David Jones Newtown, Daltons ATV (Lampeter), Ride on Mower & Co (Pwllheli) and Smithfield Tractors (Builth Wells) have joined forces to present the TRX420FA ATV farm bike worth £7,800 to the winner of the opening task.

Sean Grosvenor of David Jones Newtown Dealership:  “Fferm Ffactor and the Royal Welsh Show are hugely popular among farmers and those who live in rural Wales. We’re thrilled to offer our support to the series and in particular the special task at the Royal Welsh by donating a Honda ATV alongside other dealerships in Wales. I regularly tune in to Fferm Ffactor on S4C and a lot of our clients are also keen viewers of the series.”

Will Owen of Ride-on-Mower & Co in Pwllheli: “The Honda TRX420FA ATV is reliable, easily accessible and is designed to facilitate the work of farmers around their land. This model is highly sought-after and popular among the agricultural industry and I’m sure the winner of the task at the Royal Welsh Show will enjoy good use of the prize. As a regular viewer of Fferm Ffactor since its first series on S4C, I’m looking forward to seeing how the new competitors fare in the weekly challenges. Pob lwc!”

Tim Hughes of Smithfield Tractors, Builth Wells: “We’re looking forward to working alongside the Fferm Ffactor team on the new series. The winner of the opening task, which is held on our doorstep here in Builth Wells during the Royal Welsh Show, will become the proud owner of a brand new TRX420FA ATV farm bikes. Good luck to each of the candidates in their challenge.”

Keeping a watchful eye on the task and the contestants’ progress throughout the series will be the judges – Professor Wynne Jones and former Fferm Ffactor champion, Aled Rees. One by one, the weakest of the group will be sent home, leaving one winner to claim the title of S4C’s 2012 Farmer of the Year and drive home an Isuzu D-Max Yukon 4×4 pick-up.

Non Griffith of Cwmni Da, producer of the S4C series, says, “The event at The Royal Welsh will give viewers their first chance to meet the contestants. It’s a taste of what to expect in the series come October, and we’re really grateful to Honda for agreeing to sponsor this first task.”


The series returns to the screens in October.