A Career Built in the Regions

What many don’t know about Bruce is how much of his story sits outside the business arena. He’s rowed for Queensland, played Premier Grade rugby in Brisbane, and volunteered extensively across sport, education and regional development.

“Sport and volunteering have both given me a deep perspective on leadership, community, and the importance of giving back.”

Outside of work, Wright is anchored by family: wife Jan and their two children, Tyler and Makayli. 
His ideal day?
“A good day starts and ends with family. My wife Jan and our two children Tyler and Makayli are my centre. Beyond that, I enjoy being outdoors, connecting with the community, and seeing how the Northern Rivers continues to grow while retaining its unique character. Whether it’s a walk in the bush, a coffee with friends, or a community event, it’s the people and the place that make it feel like home.”

Primex: Built on Connection

Under Bruce’s direction, Primex has grown into a nationally recognised event, drawing over 30,000 visitors, 400+ exhibitors and more than 1,400 suppliers each year. It’s facilitated more than $1 billion in exhibitor sales and injected close to $100 million into the Northern Rivers economy over its 41-year history.

“Primex plays a significant role as both an economic driver and a connector across the Northern Rivers. Each year it brings together around 30,000 visitors, more than 400 exhibitors and over 1,400 suppliers, generating strong commercial outcomes while injecting more than $4.5 million directly into the local economy.”

But for Bruce, the real achievement is not in the numbers.

“We’ve helped businesses launch products, test markets, grow their customer base. But what makes Primex different is that it reflects real life in the regions, it’s face-to-face, it’s practical, and it’s grounded in relationships.”

It’s those connections that Bruce sees as the non-negotiable DNA of the event.

“We’ve grown interstate and even internationally. But we’ll never lose sight of our roots. Primex has always been about supporting producers and businesses from this region. The model is: think globally, act locally.”

a new chapter in lismore

In 2025, after years of advocating for stability at the old site, Bruce made the call to relocate Primex to Lismore Showgrounds, a move he describes as both necessary and future-focused.
“The decision to relocate Primex to Lismore was driven by long-term sustainability and responsibility for the future of the event. After more than a decade of advocating for certainty at the previous site, increasing zoning constraints, infrastructure limitations and uncertainty around land ownership made it clear that Primex needed a secure, future-focused home.”

“Lismore offered that not just as a venue, but as a genuine partner. The city’s commitment to recovery, infrastructure investment and long-term planning aligned strongly with where Primex is heading. This wasn’t about leaving a community behind; it was about making a considered decision that allows us to keep delivering the best outcomes for exhibitors, visitors and the wider Northern Rivers for decades to come.”

With over $4.75 million in flood restoration works underway and $1.4 million already invested in road upgrades, the new site offers the infrastructure and certainty the event needs to expand. It’s not just a move, says Wright, it’s a signal of intent.

a Business Platform with Regional Heart

Primex today is about more than just agriculture.
“Primex stands out because it combines scale with relevance. It’s Australia’s largest coastal-based agricultural field day and the only agribusiness event of its kind in Northern NSW, but it has always stayed grounded in the needs of the region it serves.”

“Having worked across agricultural field days nationally for many years, I think what sets Primex apart is its ability to evolve with the industry, embracing innovation, sustainability and new technologies, while still delivering genuine face-to-face engagement that leads to real business outcomes for exhibitors and visitors alike.”

And it’s not just farmers or producers who benefit.

“Partnerships with organisations like Business NSW Northern Rivers are essential. These networks help us connect with businesses that may not traditionally see themselves as part of an agricultural event, but who can benefit significantly from the audience Primex attracts.”

The Northern Rivers Difference

Ask Bruce what makes the Northern Rivers business community different, and the answer is simple.

“The Northern Rivers is unique because relationships and collaboration matter deeply here. People invest in long-term outcomes, support local industries, and work together across sectors. That mix of creativity, resilience, and community focus means when opportunities arise, like innovation or recovery after challenges and there’s a genuine sense of we’re in this together. That collaborative spirit amplifies what any business can achieve in the region.”

2026: A National Showcase with Local Roots

Looking ahead to Primex 2026, Wright is focused on three things:

• Strengthening the event’s national profile as a B2B agribusiness showcase

• Deepening trade and education engagement

• Expanding its role in sustainability and innovation adoption

“We want to keep delivering results, for businesses, for the region, and for the future of agriculture.”

Asked what success looks like, Bruce doesn’t hesitate;

“Primex thriving in Lismore, generating real value, and being well positioned for the next generation. Resilient. Relevant. Built for what’s next.”