From wine to wool: former Pernod Ricard Winemakers executive chosen from hundreds for new CEO role at AWI

Australian Wool Innovation has revealed its new chief executive officer, former wine industry executive Bryan Fry. Mr Fry will take the reins of Australia’s wool research and development body, leaving his role as chairman and global chief executive of Pernod Ricard Winemakers to take up the position at AWI’s headquarters in Sydney. My Fry brings extensive experience managing global supply chains at a senior level overseas during his time at Pernod Richard Winemakers, when he led large-scale international operations across multiple markets and premium brands. AWI chairman George Millington said Mr Fry was distinguished by a rare combination of hands-on agricultural experience as an agronomist alongside deep expertise in international marketing, brand development and commercial strategy. “This unique blend of skills positions him strongly to lead the research, development and marketing organisation for Australian wool growers,” he said. Mr Millington said the board was very pleased with the level of interest in the role, with more than 200 people applying from within Australia and overseas. He was quick to praise outgoing chief executive John Roberts for his outstanding leadership since October 2021. Mr Millington cited Mr Roberts as one of the reasons AWI was able to expand the hiring pool beyond the wool industry. “We are fortunate to have had an outstanding outgoing CEO and a highly capable executive management team already in place,” he said. “The depth of experience within the organisation gave the board great confidence. Because of that strong internal foundation, the board was able to look outside the square as far as applicants go.” Mr Millington said while Mr Fry brought a fresh perspective, he would also be able to connect authentically with stakeholders thanks to the time he had spent as an agronomist, coming face-to-face with farmers in regional and remote areas. Mr Fry’s time as a wine executive also saw him travel to regional areas to meet growers. “We were looking for someone who not only understands complex supply chains and senior-level marketing, including international markets, but who also values relationships on the ground,” Mr Millington said. Mr Fry said he was looking forward to working closely with stakeholders. “I am excited to join AWI and to help deliver better outcomes both on and off-farm,” he said. “Australian wool is by far the best natural fibre in the world, and I am looking forward to playing my part in securing an even brighter future for woolgrowers and the wider industry.” Mr Fry will take over the role of CEO from Mr Roberts on March 9.