Getting a product onto a supermarket shelf is a milestone. Staying there is a different challenge altogether.
That's the message from Seedlab Australia, a business support program for small FMCG founders backed by Woolworths. Since 2021, Woolworths has provided and pledged approximately $13 million to fund Seedlab's work, which has so far given more than 600 people access to education, mentoring and retail guidance at no cost.
The program says its alumni and new retail suppliers generated more than $15 million in Woolworths sales in FY26 alone. Participants have also self-reported more than $17 million in combined perceived program value within a year of completing their programs, though this figure reflects what participants themselves estimated the support was worth to their business, rather than an independently measured outcome.
More than shelf space
Seedlab Managing Director Kenna MacTavish said the results reflect more than just landing a listing.
"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 Kenna.
She said the pressure on small business founders is often compounded by how much they have to manage alone.
"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," said Kenna.
Four stages of support
Seedlab structures its support across four programs, aimed at different stages of the retail journey.
Bootcamp, its early-stage retail readiness program, has supported 429 businesses, with participants self-reporting more than $10 million in combined perceived program value in the year after completing it.
Cultivate, an accelerator for founders preparing to scale into retail, has supported 151 businesses. Participants self-reported more than $7.2 million in value, and 35 per cent of Cultivate graduates have gone on to secure shelf space so far.
Nurture, the program for new suppliers, has supported 55 businesses, with participants generating more than $15 million in Woolworths sales in FY26.
Propagate, aimed at established Woolworths suppliers looking to grow, has supported 19 small suppliers, with participants recording 20 per cent sales growth following the program, according to Seedlab.
What founders say
Murray River Salt Managing Director Ailsa Robinson said the Propagate program changed how her business worked with suppliers.
"Working with Seedlab was a game changer for us. Their expertise and approachable team have changed the way we approach our supplier duties," said Ailsa.
Seedlab 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 credited the Nurture program with giving her the confidence to grow her 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 Janessa.
A tougher retail environment
Seedlab said its FY26 Bootcamp intake included 60 per cent women-led businesses, 16 per cent New Zealand businesses and 4 per cent First Nations businesses, with many founders based regionally across Australia and New Zealand.
MacTavish said the challenge for small FMCG founders isn't a shortage of good products.
"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," said Kenna.
One caution for readers: Seedlab is sponsored by Woolworths, and several of the figures in this story, including the $17 million value estimate, are self-reported by program participants rather than independently verified. Treat them as a signal of how founders experienced the program, not as audited financial outcomes.