Expert
FMCG brands are ditching wellness guilt for something consumers actually want
Australian food brands are shifting from “better for you” to “better be you”, as products become identity statements rather than just lifestyle choices
Kenna MacTavish
4 PostsKenna MacTavish is the Chief Operating of Seedlab Australia, where she helps emerging FMCG brands across Australia and New Zealand grow from bootstrapped beginnings to retail-ready success stories. With a background in brand storytelling, mentoring, and strategic communications, Kenna brings a rare mix of empathy and execution to the fast- moving world of consumer goods.
Expert
How supermarket onboarding exposes businesses that aren’t ready to scale
Most FMCG founders think getting shelf space means they’ve won. Then onboarding reality hits hard and fast.
Expert
After working with hundreds of FMCG founders, here’s what actually drives success
Two things make or break FMCG brands before they hit shelves. Seedlab Australia’s COO reveals what separates winners from losers.
Marketing
How to make retailers (and shoppers) choose your FMCG brand
FMCG brands have three seconds to win attention. Kenny MacTavish, COO at Seedlab Australia, explains why value matters more than flavor.
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