Bryan Fry has been named chief executive officer of Australian Wool Innovation, the organization behind the global Woolmark brand, effective immediately.
AWI chairman George Millington said the decision by the board followed an extensive recruitment process. He succeeds John Roberts, who held the post since October 2021.
“Bryan brings global leadership experience, most recently serving as chairman and global chief executive officer of Pernod Ricard Winemakers, where he led large-scale international operations across multiple markets and premium brands,” Millington said.
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According to Millington, Fry brings to the role his hands-on agricultural experience as an agronomist alongside expertise in international marketing, brand development and commercial strategy. He said the combination of skills is expected to position him to lead the research, development and marketing organization for Australian woolgrowers, including AWI’s global Woolmark program.
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“I would like to thank John Roberts for his outstanding leadership as CEO since October 2021. During his tenure John has delivered strategic focus and strong performance for the organization and industry alike. John will work closely with Bryan to ensure a thorough and seamless handover, supporting continuity and ongoing momentum,” Millington said.
Fry said he is looking forward to working with industry stakeholders.
“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 fiber in the world, and I am looking forward to playing my part in securing an even brighter future for the woolgrowers and the wider industry,” Fry said.
A global Ipsos survey shows wool now ranks among the three most desirable fabrics in both fashion and sportswear. The fiber’s market value is projected to almost double from $34.9 billion in 2022 to $63.2 billion in 2033 reflecting its rapid upward trajectory.