The farmer is shocked by the teleportation, and even more by Gerhard's gruff greeting.
Wah! Oy y'dun scrd meh! m'hart! m'hart! M hvn'eh kartiac arrest! Demd citty folkz alwaz be'en...
He stops and starts when seeing first the rest of the party, and then the dark necromancer they have with them. His mind flashes to that time Malacarus got hold of a powerful artefact from an elder race that let him draw on the power of the gods; then decided his first act was to project his face across the sky and declare himself overlord of all Golarion.
Muh! Muh-muh-muh-muh-muhluh... Skeletor!
The other street-goers, who are not farmers but urban city-folk (this guy is just here selling Turnips) nearby likewise begin to stare. Malacarus isn't easily visible, standing where he is, but it is obvious that a riot will break out if he is spotted by anyone more... articulate.
Then:
The transformation takes hold, and Malacarus' form shifts to that which he hates most: an elf!
[sblock=his appearance now]
...or, alternatively, a male version of this:
...or!
Or you can pick your own.

[/sblock]