Australian Wool Innovation: Stuart McCullough takes on new international role

The Australian Wool Innovation chief executive has stepped down after taking up a new international position created by the board.

Stuart McCullough has taken on a new position on the AWI board, focused on international industry issues and opportunities.. Picture: Kym Smith

There has been a shake-up on the board at Australian Wool Innovation as it prepares to deal with international demand post-Covid.

Current chief executive Stuart McCullough has taken up the new position of chief marketing and innovation officer, to be based overseas.

The board’s current chief operating officer John Roberts has been named acting chief executive while a replacement is found for Mr McCullough.

The new international role will address some of the wool industry’s “greatest challenges” including European labelling laws, while also maximise Australian wool producer’s opportunities in overseas markets, AWI said in a statement.

Mr McCullough, in a statement, said he was excited to target key problems within the industry and promote Australia’s wool.

“While AWI will always support growers on-farm and through its local R & D initiatives, it is the big macro international trends that will have the most significant impact on the industry over the long term. I am delighted to take on this new role, where I believe I can make the biggest difference to the future of our industry,” he said.

AWI board chair Jock Laurie said the new role was created in response to some big opportunities within other markets.

“We need to address issues across the wool supply chain, from processing concentration to ever-changing retail and consumers trends, and we need to continue driving demand for the fibre as the world recovers from Covid-19,” he said.

“Most immediately, we need to resist damaging changes to European Union labelling laws that would fail to recognise wool’s natural, sustainable and renewable benefits.”