Seedlab Australia has revealed the scale of its impact across Australia and New Zealand’s small FMCG sector, with its programs delivering more than $17 million in self-reported combined perceived program value for participants within a year of completing programs, while alumni and new retail suppliers generated more than $15 million 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.
Kenna MacTavish, managing director of Seedlab, 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,” said MacTavish.
Seedlab supports businesses across multiple stages of the FMCG journey:
- Bootcamp, Seedlab’s early-stage retail readiness program, has supported 429 businesses, delivering more than $10m in combined self-reported perceived program value to businesses in the subsequent 12 months.
- Cultivate, its tailored accelerator for founders preparing to scale into retail, has supported 151 businesses, delivering more than $7.2m in self-reported value in the subsequent 12 months, with 35% of Cultivate graduates going on to secure shelf space so far.
- Nurture, Seedlab’s ongoing support program for new suppliers, has supported 55 new suppliers, with participants generating more than $15m in Woolworths sales in FY26 alone.
- Propagate, its accelerator for established Woolworths suppliers looking to strengthen performance and growth, has supported 19 existing small suppliers, with documented 20% sales growth following participation in the program.
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 Murray River Salt’s 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 added.
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,” said Rutter.
According to MacTavish, 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 explained.
Seedlab supports a diversity of founders, with Bootcamp participants in FY26 including 60 per cent women-led businesses, 16 per cent New Zealand businesses and four per cent 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,” MacTavish added.
“When that support is available, the benefits flow further into stronger suppliers, better products, jobs, retail growth and more sustainable small businesses.”
Seedlab Australia has now positively impacted more than 600 entrepreneurs.
