U.S. net A&E Network has commissioned a reality series about a multimillionaire family that runs a successful duck calls and decoys business in the Louisiana bayou.

Duck Dynasty (pictured above), which premieres on March 21 at 10 p.m. EST, is about the mom-and-pop sporting shop-turned-duck lifestyle empire Duck Commander, and the nouveau riche Robertsons family behind it. The cast includes brothers Willie and Jase, their wives Korie and Missy, family matriarch Miss Kay, patriarch and Duck Commander founder Phil, and uncle Si.

Each episode will be based around a challenge that is met with a mixture of “Southern know-how and a down-home sense of humor,” according to the network.

The series is produced by Gurney Productions. Executive producers for Gurney are Deirdre Gurney, Scott Gurney and Joe Weinstock, and executive producers for A&E are David McKillop, Elaine Frontain Bryant and Lily Neumeyer.