Seedlab says its programs have generated more than $30 million in combined value and Woolworths sales, as small businesses face the challenges of scaling in retail.
The business incubator and accelerator reported more than $17 million in self-reported combined perceived program value from participants within 12 months of completing its programs.
Separately, alumni and new suppliers generated more than $15 million in Woolworths sales in FY26.
Woolworths has provided and pledged about $13 million to support Seedlab Australia since 2021, with funding committed through mid-2027.
The partnership says it has given more than 600 entrepreneurs across Australia and New Zealand access to education, mentoring and retail guidance at no cost.
Seedlab MD Kenna MacTavish said support for small businesses needs to go beyond helping them secure shelf space.
“Getting ranged is one moment in a much bigger journey,” said MacTavish.
“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.”
Seedlab’s programs cover different stages in FMCG. Its early-stage Bootcamp has supported 429 businesses, with participants reporting more than $10 million in combined perceived program value during the 12 months after completing the program.
Cultivate, which is aimed at founders preparing to scale into retail, has worked with 151 businesses and generated more than $7.2 million in self-reported value over the following 12 months. About 35 per cent of graduates have gone on to secure shelf space.
Its Nurture program has worked with 55 new suppliers, which generated more than $15 million in Woolworths sales in FY26.
Propagate, which works with established Woolworths suppliers, has supported 19 businesses, with documented sales growth of 20 per cent following participation.
The support also continues beyond the formal programs through mentoring, masterclasses, workshops and an alumni community.
MacTavish said this kind of support can be particularly important for small businesses, where founders often manage product development, finances, retail relationships and supply chains themselves.
“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,” she said.
This year’s participants included 60 per cent women-led businesses, 16 per cent New Zealand businesses and 4 per cent First Nations businesses, with many participants based in regional areas across 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.”
- This story was originally published on Inside Small Business.
- Further reading: Australia’s only honey sommelier named Seedlab’s inaugural fellow.
