George Lamb looks almost unrecognisable, four years after waving goodbye on his career as a television presenter.
Although his career started in 2007 when he replaced Alex Zane on Celebrity Scissorhands, he went on to gain more success just one year later
The son of Gavin and Stacey star Larry Lamb became a household name after presenting on T4 as well as Big Brother's Little Brother in 2008.
However, despite former c0-star Emma Willis moving over to Channel 5 when they purchased the rights for Big Brother from Channel 4, George, 42, didn't.
Despite this, he went on to present a variety of programmes including TalkSport and BBC Radio 6.
Now, however, the West London-born star has a completely different career and explained that the biodiversity across Britain has plummeted and the soil is rapidly becoming unable to support life.
The star who now runs the company Wildfarmed in Wiltshire promotes regenerative agriculture and is made up of 35 farms in the UK and seven in France.
George said: "The rule is that what happens in nature you should try to replicate, and you don’t see mono-cropping in nature, so why try to do it in a field and regulate it with chemicals?
"We support them through the process and then give them a premium price for their grain, which we turn into flour."
Reflecting on his career, George told The Times that after leaving school, people tend to "chase" what they believe success is, which he described as having a nice house and a large bank balance.
"I fell into being a TV presenter and it just snowballed," he said before adding: "If you follow the money, which is what I was doing, you end up in light entertainment, and that’s all very nice but it wasn’t making my heart sing."
George explained that as his career wasn't making him happy, he decided to completely change his life.
Last month, George joined his famous dad as the pair headed to a Marks and Spencer store in Chelmsford, Essex, to promote Wildfarmed bread.
The brand was launched by George, who said: "This is where things get really interesting. By working together with M&S we are able to transform vast areas of farmland from destructive chemical-based systems to regenerative systems that heal the land.
"Our partnership with Marks and Spencer heralds a new chapter not only for Wildfarmed but for businesses who want to be on the right side of history."
