Lisa Hogan, best known to viewers as one of the standout personalities on Clarkson’s Farm, is stepping into a very different television role after being confirmed as the host of Farming for Love, a new dating series inspired by the hugely successful global format Farmer Wants A Wife.
The announcement marks a notable move for Hogan, who has become a familiar face to audiences through her appearances alongside Jeremy Clarkson on Prime Video’s Clarkson’s Farm. Over the course of the series, she has earned praise from viewers for her humour, calm presence and ability to handle the often chaotic realities of life connected to Diddly Squat Farm. Now, she is set to front a programme that shifts the focus from tractors and farm shop tensions to romance in the countryside.
Farming for Love is being launched as a fresh UK take on the long-running Farmer Wants A Wife concept, which has already proved successful in countries around the world. Although the format has become a major international reality franchise, it actually began in Britain. The original Farmer Wants a Wife first aired on ITV in 2001, offering farmers the chance to look for a partner while balancing the demands of agricultural life. It was built around a simple but effective premise: for people working in isolated rural communities, finding love can be far more difficult than it is in urban life.
The idea behind the original format reportedly came from a feature in Country Living magazine, before being adapted into a television series. ITV aired the first run, and the concept later returned for a second series on Channel 4 in 2009. Despite the strong idea behind it, the show did not continue in the UK beyond that point. Yet while the British version faded from screens, the format found remarkable success abroad, with international adaptations created in more than 30 countries.
Now, after a gap of 17 years, the concept is returning to British television with a new title and a fresh presentation. Rather than reviving the exact original name, ITV is bringing the format back as Farming for Love. The structure remains familiar: single farmers will choose from a group of applicants and invite selected hopefuls to join them on their farms, where they will experience the reality of daily rural life up close.
That means the series will offer more than traditional dating-show moments. Contestants will not simply meet for glamorous evenings or carefully staged dates. Instead, they will be immersed in the routines and responsibilities that come with farm life, from early starts and outdoor work to the practical challenges that shape a countryside lifestyle. The idea is that romance will be tested not only through attraction, but through compatibility with a life that can be physically demanding, unpredictable and deeply tied to the land.
As the farmers and their chosen partners spend time living and working together, the series will explore whether genuine relationships can grow in an environment where routine, resilience and shared values matter just as much as chemistry. That is part of what has made the format so enduring internationally: it combines the emotional pull of a dating show with the distinct pressures of rural living.
Lisa Hogan’s role in the programme will be central to guiding participants through that process. ITV has confirmed that she will act as host, supporting the farmers and their potential partners as they navigate the search for love. Her involvement brings an added sense of authenticity to the series, given her established connection to farming life on television and her popularity with viewers who already associate her with the realities of the countryside.
The show was officially announced on ITV’s This Morning, where Hogan also used the opportunity to encourage people to get involved. Appearing enthusiastic about the format, she urged viewers to apply, either for themselves or on behalf of someone they know.
There are lots of farmers out there looking for love, and we have four people who are just gorgeous, she said. If you want to apply, you should – and apply for your friends and apply for your family.
The four farmers taking part in the new series have also been revealed. They are Guy from Wiltshire and George from Wrexham, both aged 29, 68-year-old Chris from North Yorkshire, and Dana, who at 24 becomes the first woman in the format’s UK history to take part as one of the lead farmers searching for a partner. That casting detail marks a significant update for the returning format and reflects a broader, more modern take on life and love in British farming communities.
By including a wider mix of ages and experiences, the show appears to be aiming for a broader emotional range as well as greater relatability. Each farmer will bring a different story, lifestyle and set of expectations to the series, giving viewers the chance to see how relationships may unfold in very different corners of rural Britain.
For Hogan, the role could open a new chapter beyond Clarkson’s Farm, introducing her to audiences in a more traditional presenting position while still keeping her close to the world of farming television that has made her such a popular figure. It also gives ITV a recognisable and well-liked personality to lead a format that blends nostalgia with a modern makeover.
Farming for Love is now officially open for applications. ITV is directing interested viewers to learn more about the featured farmers through Instagram and apply via the broadcaster’s platform, as the revived format prepares to bring romance back to the countryside once again.
