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Woolworths Support


Seedlab Australia is proudly supported by Woolworths.

Supporting Australian and New Zealand Producers

Woolworths are strong supporters of Australian and New Zealand made, sustainable products, which is why they back Seedlab Australia’s incubator and accelerator programs.

Woolworths has exclusively funded Seedlab Australia since it’s first incubator round in 2021.

Woolworths are constantly looking to diversify their product range to meet consumer needs, and the commercial team is always interested in innovative new products from Australian and New Zealand businesses.

“Seedlab Australia is the very best example of a major retailer walking their talk with regards to supporting small suppliers and ensuring that the product offered in stores is innovative and relevant to their consumers. Seedlab is critical to ensure that we are retail ready for Woolworths. An invaluable partnership in my opinion, and I applaud Woolworths for following through with the level of commitment and investment in the Seedlab partnership.”

Rhona | Red Shoots NZ (new Woolworths supplier)

Exclusive Insights

Woolworths and Seedlab bring Australian and New Zealand FMCG businesses to the forefront of the market.

Woolworths provides exclusive insights to participants of Seedlab about what it takes to successfully develop and market products in a competitive industry.

Seedlab Alumni businesses have listed over 30 new products throughout Woolworths stores nationally. New Seedlab Alumni suppliers are being listed regularly.

Our Shared Success

“As we continue to tailor our offer for our customers across our supermarkets, we are always looking to see how we can diversify our range of products to suit our customers’ needs. Woolworths’ love of Australian-made, sustainable and unique products is also shared by our customers which is why we are proud to support Seedlab.”

Paul Harker | Chief Commercial Officer – Supermarkets and Metro, Woolworths Supermarkets


“We’re backing Seedlab Australia to help give entrepreneurs with bright ideas the leg up they need to make them a reality. The suppliers who go through the Seedlab program understand what it takes to be retail ready, and as a result, together we’re able to help great Australian products reach their potential – and customers right across the country. These small business owners are well-prepared to pitch their range to our Category Managers, and importantly, have the know-how to scale their business.”

Serena Anson-Cope | Merchandise Manager UP, Woolworths Supermarkets

Woolworths Expo

A key feature of the Seedlab Program is the Seedlab Australia Woolworths Expo that is held bi-annually at Woolworths HQ in Bella Vista, Sydney. The expo is where business founders who have completed or are completing the Seedlab Cultivate Accelerator program are invited to showcase their products and engage in 1:1 sessions with Woolworths Category Managers and support team.

Get Involved

Bootcamp Round #10 applications close Friday 31st May at 5 pm AEST, so don’t hesitate. Get your applications in now.

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