CEO Conference Speakers

Aled Rhys Jones is a well-known figure in Welsh agriculture and has served as Chief Executive of the Royal Welsh Agricultural Society (RWAS) since 2022.

Aled holds a first-class degree in Land Management from the University of Reading and
began his career as a Land Agent before qualifying as a Chartered Surveyor and Agricultural Valuer. Alongside his professional roles, he developed a strong profile as an accomplished public speaker and broadcaster, notably as lead presenter of the Welsh language agricultural news programme Bwletin Amaeth on BBC Radio Cymru and as host of several podcasts.

Christopher (Chris) Riddle is a respected figure in the UK agricultural sector, with a lifelong commitment to agricultural societies and industry organisations. Based in North Cornwall, he currently serves as Honorary Secretary of the RASC, following many years as a Trustee.

He began his career with the Royal Cornwall Agricultural Association in 1979 and was appointed Secretary in 1989 at the age of 25, becoming one of the youngest to hold such a position at a major UK agricultural show. He served in this role until his retirement in 2024, continuing a remarkable family legacy, with his father having held the same position from 1957 to 1989.

Dr Tobias Doyer is responsible for the strategic leadership and management of Grain SA, one of South Africa’s leading agricultural organisations representing grain producers across the country. Grain SA supports a sustainable and profitable grain farming sector that contributes to a competitive, inclusive value chain, rural economic development, food security and employment creation.

Grain SA represents producers of maize, wheat, soybeans, canola, sunflowers, sorghum, barley and groundnuts. Through initiatives such as NAMPO Harvest Day, NAMPO Cape and NAMPO Alpha, it creates platforms where farmers and agribusinesses can engage with the latest technologies, innovations and industry developments. Grain SA also drives farmer development and strategic grain research through its various structures and programmes.

Robyn Sermon was born and raised on a farm in the wheatbelt region of Western Australia (WA) and has 30 years’ experience across the education, agriculture, mining and health sectors focusing on regional development, stakeholder engagement and community infrastructure.

She has been the CEO of the Royal Agricultural Society of WA since 2022, the first female CEO in 193 years. Robyn is leading the society through a growth period including redevelopment of the Showground and runs the Perth Royal Show which is WA’s largest community event.

David Grindle is President and CEO of the International Association of Fairs and Expositions (IAFE), where he champions the vital role of agricultural shows and fairs in supporting rural communities and local economies worldwide. Raised on a dairy farm in Georgia, his early connection to agriculture continues to shape his work and perspective.

Since joining IAFE in 2025, he has expanded the organisation’s global focus, building on its Economic Impact Study in the United States to drive a broader Community Impact Study highlighting the value of fairs across diverse regions. He is a passionate advocate for the agricultural show sector and continues to strengthen international partnerships, including with the RASC, CAFÉ and Ag Shows Australia.

Will Rayner is THE Chief Executive Officer of the Royal Agricultural and Horticultural Society of South Australia, a 186-year-old organisation best known as host and promoter of the annual Royal Adelaide Show.

He is also President and Chair of the South Australian Cricket Association (SACA), established in 1871 and, with more than 34,000 members, effectively the largest cricket club in the world. SACA is based at the world-renowned Adelaide Oval.

Ivor Price, award-winning journalist, author, and media executive, is best known as the co-founder and Managing Director of Food For Mzansi, a leading news platform that stands at the forefront of digital storytelling in South Africa’s agricultural sector.

Under his leadership, the agricultural news publication has earned 21 global media awards since 2018, recognised for its innovative coverage of emerging farmers, farmworkers and agripreneurs.

Joel Cowley was appointed Chief Executive Officer of the Calgary Stampede on September 1, 2021. He leads a group of 360 full-time employees, 1,000 part-time employees, 4,000 seasonal employees, and 3,000 volunteers in conducting both the 10-day Calgary Stampede as well as numerous events on Stampede Park throughout the year. The business model includes the operation of the one million square foot BMO Convention Centre, a charitable casino, two working ranches totalling 31,000 acres, and the Calgary Stampede Foundation, which provides educational activities for more than 17,000 youth each year.

Mark Nicholas is the Chief Executive of the Royal Norfolk Agricultural Association (RNAA), one of the UK’s leading regional organisations supporting food, farming, and the countryside.

Founded in 1847, the RNAA delivers the UK’s largest two-day agricultural show and runs year-round programmes focused on education and leadership development. Norfolk Showground comprises 360 acres of parkland on the edge of the city of Norwich in the East of England and is a major venue for business, cultural, and leisure activities.

Elmarie Prinsloo is the CEO of the Showgrounds Development Trust and the Central Agricultural Society, trading as Bloem Show, a non-profit organisation that annually presents one of the country’s three largest shows, combining the commerce, industry and agricultural sections. Over the past 15 years, the organisation has played a key role in property development, including the Showgate Shopping Centre and Megapark.

John Bennett OAM has served as President of the Royal Agricultural Society of New South Wales (RAS) since 2023 and was awarded the Medal of the Order of Australia (OAM) for his service to agricultural and show societies.

His show commitment began in 2001 with the Nowra Show Society, where he served as President (2005–2010) as well as Ringmaster and Chief Steward of Attractions.

Wayne Muller was born and educated in Durban, KwaZulu-Natal, South Africa, and comes from a family with strong agricultural roots in the province. He, his wife, and their children have lived on a farm in the KwaZulu-Natal Midlands for the past 19 years.

Wayne was appointed General Manager of the Royal Agricultural Society of Natal in June 2025. His connection with the Society spans decades, dating back to the 1980s and 1990s when he attended the Royal Show, the Society’s flagship event, with his family. He later served as a livestock steward from 2002 to 2008.

Will Prichard is a partner in his family farming business in Wales. After leaving school at 16, he travelled extensively through the Young Farmers’ Club (YFC) movement before completing formal agricultural studies at the Welsh Agricultural College in Aberystwyth.

In 1998, Will was awarded a Nuffield Scholarship to study cattle handling systems around the world. He subsequently returned to the family business, where he works alongside his parents and has helped grow the enterprise to nearly 2,000 grass-fed dairy and Wagyu beef cattle.