Australian Wool Innovation Names Bryan Fry as Its New CEO

Australian Wool Innovation appointed Bryan Fry as its new chief executive officer, effective immediately, following what AWI chairman George Millington described as an extensive recruitment process by the board.

Fry brings an unusual dual pedigree to the role: hands-on agricultural experience as a trained agronomist combined with the kind of global brand architecture work more commonly associated with luxury goods than livestock. His most recent position was chairman and global chief executive officer of Pernod Ricard Winemakers, where he oversaw large-scale international operations across multiple markets and premium brands. That background, Millington argued, is precisely what AWI's remit demands.

"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. "His career is 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 woolgrowers, including AWI's global Woolmark program."

Fry succeeds John Roberts, who held the chief executive role from October 2021. Millington was pointed in his acknowledgment of the outgoing CEO's record. "During his tenure, John has 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," he said.

Fry, for his part, framed the appointment in the language of advocacy as much as management. "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," he said.

AWI sits at the intersection of agricultural science and fashion marketing, funding research and development for Australian woolgrowers while simultaneously running the Woolmark program, one of the most recognisable quality certification marks in global textiles. The organisation's reach extends well beyond the paddock: Woolmark recently named British Olympic diver Tom Daley as an ambassador for Merino wool, and the 2025 International Woolmark Prize went to designer Duran Lantink, placing the wool industry squarely within the conversation of contemporary fashion.

Fry's agronomist-turned-brand-executive trajectory positions him to navigate both ends of that spectrum. Whether he can convert that pedigree into tangible momentum for woolgrowers will become clearer as the handover with Roberts concludes.