Aled Rhys Jones has big shoes to fill as he takes on the top job at the Llanelwedd showground.

He follows in the footsteps of chief executives who have collectively elevated the four-day Royal Welsh Show to its position as one of Europe’s leading agricultural events.

As a man who was once second in command at the society, as its assistant chief executive, he is unfazed by that expectation and is brimming with ideas ahead of the Royal Welsh Winter Fair.

From a personal perspective, it was a big decision for him to apply for the all-consuming post, not least because he and his wife, Lisa, have a young family.

But job opportunities like this one don’t come along too often.

“I am 35 and if I was ever going to get a chance at this, now was possibly the best time,’’ says Mr Jones, a farmer’s son from Cwrt-y-Cadno, north Carmarthenshire, who now lives in Llandeilo.

A key requirement of the job is an ability to deal with people, a skill he has honed through his involvement with the YFC and his previous role at the RWAS and as a radio and podcast presenter.

“I have got to know so many people through that. When people trust you they connect with you and that is a huge benefit to a role such as chief executive.’’

The most immediate challenge as the showground prepares for the Royal Welsh Winter Fair is dealing with the impact of inflation and the rising cost of living.

Since 2019 the costs of staging a show – hiring equipment, tentage, stables – have gone up by almost 30%.

“But we have gone through tough times before and we will again,’’ says Mr Jones.

“From a show society’s perspective, it is a big challenge to face over the next couple of years; but I think it is a short-term issue, we have a great adaptable team to weather this time.’’

The RWAS stages three major events a year but Mr Jones sees opportunities to host many more events at the showground.

“We need to be versatile, improve on existing facilities to give us that ability to further generate income all the year around, not just for eight days a year,’’ he says.

A survey of visitors in 2015 showed that 66% didn’t work in agriculture and over a third had no farming background whatsoever.

There will increasingly be this divide as people lose their emotional connection and understanding of agriculture, Mr Jones anticipates.

“Our role in providing that connection will be more important than ever going forward. We need to build a community that understands and values Welsh agriculture,’’ he says.

In realising this ambition, he has three main priorities – finance, people and new ideas.

“We need a strong financial base, work closely with the talented team of staff, volunteers and members who make it all happen and a constant flow of new ideas.

“People like the comfort of tradition with the excitement of the new, all of which we can deliver.’’

The RWAS Winter Fair is his first event in post so a huge amount of expectation rests on his shoulders.

But, with the show having a smaller footprint than the Royal Welsh, it is more nimble for introducing changes.

“We are not going to change things that are successful, however there are always opportunities to bring in new elements,’’ says Mr Jones.

But the RWAS is not just about shows, it is a charity that promotes agriculture.

Mr Jones wants to encourage young people to buy into that vision through its bursaries, awards, new leadership programme and many other initiatives.

“It is about giving young people the opportunities,’’ he says.

“Getting them involved in the RWAS is one approach, we need to have one eye on a succession plan for our next crop of stewards and volunteers.’’