Apprentice aide Nick Hewer is to swap corporate headhunting for combine harvesting next month in a new show called The Farm Fixer, which will see the Countdown host sharing his expertise with struggling family farms.
The man of a thousand grimaces will use the skills he's acquired during a lifetime in business to help farmers find news ways of making money, including harvesting seaweed, brewing beer and entertaining tourists.
Hewer said: "The small family farm is the backbone of the UK countryside. I wanted to use everything I had learnt, over the past 40 years of business, to help them come through this difficult time."
The week-long teatime series is due to begin on Monday 9 July with an episode looking at rural Northern Ireland.
Hewer pledged that he’ll keep to his business mantra “doing nothing is not an option” throughout the course of the series.
And he will also be back on BBC1 later this year when he reunites with former Apprentice regular Margaret Mountford in The Town That Never Retired, a show in which the pair will send a group of 70-something pensioners back to work.