Seedlab Australia program provides value for FMCG businesses

Seedlab Australia has estimated the scale of its impact across Australia and New Zealand’s small FMCG sector, with its programs delivering more than $17m in self-reported combined perceived program value for participants within a year of completing programs, while alumni and new retail suppliers generated more than $15m in Woolworths sales in FY26 alone.

Since 2021, Woolworths has provided and pledged approximately $13 million to support Seedlab Australia’s work with small FMCG businesses until mid-2027. This has so far enabled over 600 individuals to access practical education, mentoring and retail guidance without the cost often associated with specialist business support.

Seedlab Managing Director Kenna MacTavish said the results show that supporting small suppliers goes well beyond helping them secure shelf space.

“Getting ranged is one moment in a much bigger journey. What determines whether a small business can actually grow is everything that happens around it: understanding your numbers, communicating with buyers, managing supply, building the right systems and knowing where to turn when you hit something you’ve never dealt with before,” MacTavish said.

Some of the outcomes behind the programs include:

• 429 businesses supported through Seedlab’s early-stage retail readiness program called Bootcamp, representing $10m+ in perceived program value;
• 151 businesses supported through its Cultivate accelerator program for founders preparing to scale into retail, representing $7.2m+, with 35% of graduates securing shelf space so far;
• 55 new suppliers supported through its Nurture ongoing support program; and
• existing suppliers participating in its Propagate program recording 20% sales growth following the program.

For Murray River Salt Managing Director Ailsa Robinson, Seedlab’s Propagate program changed how the business approached both its internal systems and its supplier relationships.

“Working with Seedlab was a game changer for us. Their expertise and approachable team have changed the way we approach our supplier duties,” Robinson said.

Murray River Salt also reported improved communication, a clearer strategic plan and a stronger understanding of retailer systems and expectations following the program.

Bask & Co founder Janessa Rutter similarly credited Seedlab’s Nurture program with giving her the confidence to grow the business and secure a new ranging in the health food aisle.

“Being part of the Nurture program over the last 12 months has helped to shape the way I operate as a business owner. Without Seedlab, I would not have had the confidence to scale Bask & Co,” Rutter said.

MacTavish said this kind of support is particularly important for small businesses, where founders are often managing product development, finances, retail relationships and supply chain pressures simultaneously.

“Small businesses rarely have large commercial teams behind them. Having access to trusted people who can help founders understand what they don’t yet know can completely change how confidently they make decisions and approach opportunities,” MacTavish said.

Seedlab supports a diversity of founders, with Bootcamp participants in FY26 including 60% women-led businesses, 16% New Zealand businesses and 4% First Nations businesses. Many are regionally based throughout Australia and New Zealand.

“There is no shortage of people with great products and ambitious ideas. The challenge is making sure those founders can access the knowledge, confidence and community they need to turn those ideas into resilient businesses. When that support is available, the benefits flow further into stronger suppliers, better products, jobs, retail growth and more sustainable small businesses,” MacTavish said.

The support continues beyond formal program delivery through mentoring, masterclasses, workshops and an alumni community designed to give founders somewhere to turn as their businesses grow and new challenges emerge.

For more information, visit seedlabaustralia.com.au.

Top image caption: Kenna MacTavish, Seedlab Managing Director.

All images: Supplied