High-profile agrifood executive to lead Australasian group as it pursues growth strategy under new owners
Major Australasian fresh produce business, Freshmax Group, has announced the appointment of Reg Weine as its new chief executive officer.
Weine brings over 25 years’ experience in the agrifood and FMCG sectors to the role, including more than 12 years as a CEO, according to a statement from the Freshmax board.
“Reg has led and transformed some of most Australia’s most recognised brands, including SPC Ardmona (Coca‑Cola Amatil), Bulla Dairy Foods, Blackmores, and most recently Bubs Infant Food Co, where he successfully delivered a large‑scale turnaround and transformation,” said the statement.
“With more than two decades working in international markets and trade, Reg brings deep expertise in global food and beverage value chains. He is known for his ability to lead organisations through complex change, build high‑performing teams, and foster the growth and development of people at every level.”
Weine is a former board member of the Australian Food & Grocery Council (AFGC) and past chair of the AFGC Sustainability Committee. He has also served as chair of Maggie Beer Holdings, Otway Pork, and Apple & Pear Australia Limited (APAL), where he oversaw the creation of Twenty Degrees, which commercialises and manages some of the world’s leading branded fruit and vegetable varieties, such as Pink Lady and Tenderstem.
Weine takes the helm of Freshmax as the group pursues its growth strategy under new owner, Roc Partners. The Sydney-based private equity group acquired Freshmax last year, and it has ambitious expansion plans for the business.
“We are pleased to announce Reg as our new group CEO,” said Todd Winkley, Roc Partners’ vice president of food and agriculture. “Reg is an accomplished leader with a proven track record in agrifood, and he joins Freshmax at a pivotal time, as we look to build on our initial investment and deliver on our growth strategy.”
Weine said he was relishing the new role. “I’m excited and honoured to be leading the Freshmax team as we continue to transform into a major vertically integrated fresh produce business.”
Weine takes over as CEO from Murray McCallum who moved into a full-time consultancy role for Freshmax late last year focused on M&A opportunities to grow the business. McCallum led Freshmax Group for eight years, steering its expansion and overseeing its sale to Roc Partners. CEO of Freshmax National Simon Powell and Freshmax Group CFO Stephen McDonald served as co-CEOs prior to Weine’s appointment.
