LONDON / ADELAIDE: Fero's commercial director of Australia, Lauren Thompson and Mitch Fowler, the CEO of Fero are heading for a whistle-stop tour of Australia's premier wine regions this August, taking in four events across two states in a single week.
Fero (formerly Ferovinum), the new operating model that provides flexible supply-chain tech and working capital solution all from a single platform, that’s purpose-built for the wine and spirits industry, is now focusing on expanding its network in Australia – an incredibly important market for Fero. As one of the world’s leading wine-producing nations, it's a natural fit for Fero.
Following the recent regulatory approval, Fero is now able to work directly with Australia wine and spirits producers, distributors and retailers for the first time, marking the start of the company’s on the ground journey in the local market and the Fero team are really excited to get involved and support the industry.
"Australia isn't just another market for us. For me personally, it's home," said Mitch Fowler, CEO of Fero, who grew up in the Hunter Valley and says “the trip carries personal weight alongside a commercial one.”
“Getting regulatory approval to operate here was a huge milestone for Fero, but it's also brought things full circle for me. I know first-hand how tough conditions have been for producers over the last few years, and how much cash gets tied up simply moving product from vineyard to customer. Being able to bring our platform to this industry, in the region I grew up in, is genuinely one of the highlights of my time at Fero," said Fowler.
"We have been hard at work behind the scenes for months now and we are really excited to spend some time with producers across Australia," said Lauren Thompson, who is based in Sydney and Fero's commercial director. Thompson has been building the market since last year, prior to the approval coming through.
"Producers here are dealing with real challenges. Our priority is to listen. Across early conversations with producers, we’ve consistently heard about working capital tied up in inventory and the time and resources required to manage increasingly complex supply chains are real pain points. We are now in a position to do something about it. Spending time on the ground across Hunter Valley, Barossa, McLaren Vale and Adelaide gives us the opportunity to have that conversation face to face and we’re really looking forward to it," said Thompson.
On the move
Over the course of the trip, the Fero team will attend a number of key industry events, whilst also meeting producers, distributors and industry partners throughout NSW and South Australia.
- 7 August — Finlaysons Wine Roadshow, Hunter Valley
- 10 August — Finlaysons Wine Roadshow, Barossa
- 13 August — 2026 Wine Industry IMPACT Summit, Adelaide
- 14 August — Wine Australia Global Market Update 2026: From insights to impact, Adelaide
Let's meet up
If you're going to be at any of these events, or are nearby across the Hunter Valley, Barossa, McLaren Vale or Adelaide during this window, the Fero team would love to connect.
Whether it's a quick coffee, a few minutes at one of the conferences or a glass of wine, please get in touch and we'll find a time.
To find a time to connect please reach out directly to Lauren Thompson at lauren.thompson@ferodrinks.com or Erin Smith at erin.smith@ferodrinks.com.
