Ioan Humphreys, from Carno, will feature in Apocalypse, a seven-part programme that strands 14 ordinary people in an abandoned town with no electricity, running water or food.
The 32-year-old runs Felin Newydd Farm, where he farms sheep, beef cattle and free-range hens. He is also known to thousands on social media as ‘That Welsh Farmer’, where he shares the realities of farming life in rural Wales.
The series brings together contestants from across the UK and Australia, including a mechanic, chef, politician, Paralympian and social media personalities, who must scavenge, recycle and improvise their way through a simulated collapse of modern society.
Carno farmer Ioan Humphreys with some of the sheep at his family’s Felin Newydd Farm. The 32-year-old will appear in Channel 4’s new survival series Apocalypse. (Image: Ioan Humphreys)
For Ioan, however, life in the remote Welsh countryside may have offered some preparation.
Speaking about why he signed up for the programme, he said: “I’m a farmer from the middle of Wales, so first off, a city is uncomfortable for me.
“I haven’t got Uber Eats or Deliveroo, or even Uber taxis. My nearest train station’s half an hour away, my closest hospital is over an hour away.
“I live in the middle of nowhere. We have power cuts all the time.
“There was more stuff in the Apocalypse than at my house in Wales, I think.”
The appearance marks another milestone in Ioan’s remarkable farming journey.
The fifth-generation farmer took charge of the family business after his father became ill, forcing the farm to scale back its sheep and beef enterprises.
In a bid to secure its future, he later invested £1 million in a free-range egg operation, helping diversify the business while continuing traditional livestock farming.
Watch the first look trailer
Away from television, Ioan has become one of Wales’ best-known farming voices online, attracting a substantial following through videos offering an insight into everyday agricultural life and the challenges facing the industry.
His involvement in the programme was revealed to followers this week when he wrote on social media: “Wonder why I went M.I.A last year for a few weeks?
“Hop on to Channel 4 at 9pm on Sunday the 13th and find out!!”
Ioan is part of the programme’s ‘Westside group, one of two rival camps competing for resources without initially knowing the other exists.
The Humphreys family are no strangers to television. In 2022, the family’s Dwr y Felin Log Cabins near Carno were used as the filming location for ITV2 hit dating show The Cabins, helping put a corner of rural Montgomeryshire in front of a national audience.
Now it is Ioan’s turn to step into the TV spotlight.
Apocalypse begins on Channel 4 at 9pm on Sunday, September 13.