About Seedlab

Seedlab Australia is a new and unique National business support incubator program for Aussie FMCG businesses, fully supported by Woolworths. We’re here to support Australian startup and SME FMCG (Fast Moving Consumer Goods) businesses to prepare to pitch and supply their products at local, State and National levels.

For businesses with an eligible* prototype or product, who are ready to grow and scale, Seedlab provides:


Eligibility will evolve over time. Currently we are looking for Australian suppliers of value-added food, non-alcoholic beverages, and sustainably produced personal and home care products.


The Seedlab Australia program builds on the success of our pilot program, Seedlab Tasmania.


The Seedlab Australia Program is 100% supported by Woolworths. Your personal details and any confidential information will not be supplied to Woolworth (or anyone else).


Although you may gain unique insights, information and access to opportunities as a result of being part of Seedlab Australia – there are no requirements, nor guarantees, of supply or exclusivity for Woolworths.

Step 1: Apply to Seedlab

Apply for Seedlab by completing an online application form (which takes about 20 minutes to complete and is completely confidential). We will assess your application against our eligibility criteria*, and also consider your stage of development. You need to have potential to be retailer ready, or already be retailer ready, and not already supplying a National retailer. 

Key Dates

  1. Round #1 Closed on September 10th, 2021
  2. Round #2 Closes on January 17th, 2022
  3. Round #3 Closes in May 2022
  4. Round #4 Closes in September 2022
  5. 2023 dates will be available later.

Step 2: Bootcamp

Your Seedlab journey commences with Bootcamp, which comprises around 20 hours of on-demand and live content delivered over 3 weeks. At Bootcamp you will:

  1. Gain clarity on making your product and proposition as retailer ready as possible.
  2. Improve your proposition and how you communicate it with retailers.
  3. Develop business skills to grow your business.
  4. Determine whether you and your product are ready for the Seedlab Australia Cultivate Accelerator Program. Your suitability for this program may be informed by your engagement throughout the Bootcamp process.

Step 3: Cultivate, our Accelerator Program

Selected businesses that have completed Bootcamp, and with a unique, scalable FMCG proposition and the resources to develop that proposition to supply Nationally (potentially) may be invited to participate in Cultivate which provides:

  • Business support and training provided by the Seedlab team, and our pool of trusted global experts and local legends.
  • A program covering a broad range of topics: both business skills and specific topics relevant to the businesses involved.
  • Insights and information from Woolworths on how to pitch and supply.
  • A structured part-time program, undertaken over 4 months.
  • On-demand, online learning – at your own pace.
  • One-on-one coaching/mentoring to help you develop your business and your proposition to being “retail ready”.
  • A series of regular Masterclasses and Workshops on a wide range of topics, made available to all businesses with eligible products, that have applied to Seedlab.
  • Opportunities to pitch to Woolworths, if ready.

Time commitments depend on you – there are approximately 2 hours per fortnight of live online content we request you attend.  The rest of the program is provided via an on-demand basis: you access what you need, when you need it.

Cultivate may be reduced or tailor-made for individual businesses depending on their stage of development. Or you may find Step 4: Propagate more suitable to your needs.

Step 4: Propagate

For businesses that are larger, and simply require assistance with specific issues to ensure they are retailer ready and supported to pitch and supply to a National retailer, bespoke mentoring and content may be made available.  We will assess your application and contact you if we believe this program is of relevance to you than Bootcamp and/or Cultivate.

Get Involved

We are currently taking Applications from Australian Businesses who wish to be considered for Round #2 of the Seedlab Australia Program.
Round #2 of Bootcamp will be held in February 2022.  
Applications for Round #2 close at 12 noon on January 17th, 2022.

Become a Seedlab business

To register interest in being a business supported by this program.

Apply Now

Become a Seedlab mentor

To register interest in being a provider of expertise to this program.

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