Fry is described as having a distinguished combination of hands-on agricultural experiences as an agronomist alongside deep expertise in international marketing, brand development and commercial strategy.
This unique blend of skills is believed to position him strongly to lead the research, development and marketing organisation for Australian woolgrowers, including AWI’s global Woolmark programme.
AWI chairman, George Millington, says the decision by the board follows an extensive recruitment process.
“Bryan brings global leadership experience, most recently serving as chairman and global CEO of Pernod Ricard Winemakers, where he led large-scale international operations across multiple markets and premium brands.
Fry is taking over from John Roberts who took the position back in October 2021. During his tenure Roberts delivered strategic focus and strong performance for the organisation and industry alike.
“John will work closely with Bryan to ensure a thorough and seamless handover supporting continuity and ongoing momentum.”
Fry said he was looking forward to commencing the role and working closely with stakeholders across the industry.
He continued: “I am excited to join AWI. And to help deliver better outcomes both on and off farm. 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.”
