THE middle of June, Malvern, the Three Counties Show. The trio go together like The Beverley Sisters, Peter, Paul and Mary or The Sugababes, depending on how old you are.

This year's countryside extravaganza is being held over next weekend, from Friday, June 17, until Sunday, June 19, on the picturesque showground in the shadow of the Malvern Hills and is promising a whole 'new look'.

Such a pronouncement could strike fear into the hearts of those who always like things as they were and reckon the world's been going downhill ever since Harold MacMillan vacated Number 10.

Tradition is strong in the countryside and 'new looks' are not always appreciated.

But don't worry. The grand parade of livestock has not been replaced by a cavalcade of EU ministers and Spearmint Rhino hasn't taken a stand in the Shopping Village.

This is the first Three Counties with new chief executive Nick Vincent at the helm and he knows the 206-year-old show has to move with the times if it is to survive.

After a dodgy couple of years during the foot-and-mouth and BSE crises, the three-day event got back on track in 2004 with 100,000 visitors.

Nick aims to build on that and one of the obvious ways was to make the showground easier to navigate for the visiting crowds.

In the old days, when it was primarily agricultural - a long gone era some of the critics hang on to - that was little problem. But now the Three Counties Show covers a vast range of interests and occupations.

Country living and agriculture are still the main themes, but this year the showground is being reorganised to create specific areas for each aspect of rural life, from farming to business, and country sports to motoring, instead of the more random layout that has sometimes been the case in the past.

So, if you have a particular interest, you can find it all in one place, before venturing forth and enjoying the rest of the 70-acre show site.

"The idea is to give all areas better definition, and to make it much easier for show visitors - be they farmers, food producers, country sports enthusiasts or the general public - to plan their day," said Nick.

"We want everyone to have an enjoyable time and to find the things they want to see, because there really is something here for virtually everyone."

The show's livestock section showed excellent signs of recovery in 2004, after a turbulent few years and, once again, farming is top of the agenda for 2005, with the bulk of the livestock classes arranged over Friday and Saturday.

The Farming Village plays host for the first time this year to the National British Angora Goat Show, on Saturday, and on Sunday, is the venue for Rare Breeds - courtesy of Total Butler - and the Alpaca Show.

Farm machinery, sheep shearing, and Young Farmers' activities, together with practical advice from both Defra and the NFU can also be found here. At the heart of a dedicated Business and Community area is the new Rural Business Advice Centre in association with Aubourn.

Taking 'Inspiration' as its theme, the centre will be a one-stop shop offering advice for farmers and others living in the countryside.

Aubourn and the Country Land and Business Association will be running seminars on subjects such as diversification, grant aid and financial advice. Aubourn is also sponsoring a Farm Enterprise Award open to those living in and around Herefordshire, Gloucestershire and Worcestershire.

The Business area will also includes a cookery theatre, local food and drink and the Three Counties Cider and Perry Competition.

TCAS is committed to promoting food production, and the brand new Malvern Cheese and Wine Festival will house a variety of delicious offerings from around the UK and across the world.

There will be cheese and wine tastings, cheese and wine accessories and live music throughout the day.

Other zones for 2005 include a Motoring Village, a Military Village and a Country Living Village - a real 'shop 'til you drop' area with everything from fine furniture and country crafts on sale, and featuring flowers, poultry, antiques, bees and honey, vintage tractors and Guild of Crafts.

On the outskirts of the Country Living Village will be a fun fair and a brand new Mountain Bike course, sponsored by Madison Cycles.

The Country Sports Area, down by the Showground's lovely lake, will have all the usual attractions; hunting, shooting, fishing, gun dog scurry, falconry and ferrets, together with Sealmaster Morgan horses, Quadrille by Kings Leaze Riding Club, and a live smithing competition.

Main Arena entertainment for this year includes the Grand Parade of Livestock, the Red Devils Parachute Team and the White Helmets Motorbike Display Team.

Oh yes. And there are more than 700 tradestands.