Business support for food, drink and agritourism businesses. hello@seedlabtasmania.com.au

Walking the Walk

Our team of experts come from a range of backgrounds and have real-world experience.

The Seedlab Team

Your business is in safe hands! The Seedlab Team are a group of commercially-savvy business people who have all learned the hard way how to make food, drink and agri-businesses more successful. We connect with our networks of Global Gurus and Local Legends to bring you priceless insights.

Dr Hazel MacTavish-West

Dr Hazel MacTavish-West is the Founder and Project Manager for Seedlab Tasmania. Hazel (aka The VegDoctor) is an experienced consultant food scientist and entrepreneur with global experience. Hazel is a Churchill Fellow, Director of MacTavish West Pty. Ltd. Founder of the Food Innovation Hub, and a founding member of the Tasmanian Food Cluster.

Darren West

Darren West is Seedlab’s technology guru and is a highly experienced development engineer and technical manager with a proven track record of delivering diverse, complex technical projects across multiple industry sectors; he’s also a Chartered electronic and professional engineer, and Director of MacTavish West Pty. Ltd.

Darren West Seedlab Team Technology
Ray Butcher Seedlab Team Business Coach

Ray Butcher

Ray Butcher started his career in supermarkets in the UK in 1970 with roles in operations, new store development, buying, marketing, product development, category development and training. As the director of Inoplus Pty Ltd Ray helps producers manage their business with supermarkets and supports the development of business opportunities with a focus on the numbers. A qualified Food Safety Auditor, Ray recently attended a lean manufacturing course in Japan and is an advocate for Lean Systems.

Amanda Hinds

Amanda has a passion for nurturing and supporting people to be the very best they can be, both professionally and personally. She worked for 40 years in the Tasmanian Public Service, which equipped her with expertise in creating and developing effective teams, leading for high performance, goal setting, cognitive and growth coaching, developing business structures and processes and creating safe work places. Amanda has been a School Principal, a curriculum writer, a senior manager, have worked across government agencies and an emergency services volunteer. Amanda loves working with individuals to solve “wicked” problems and to maximise opportunities for success.  

Amanda Hinds Seedlab Team Human Resources People Skills
Andy Cooley Seedlab Team Story and Brand Story Telling and Packvertising

Andy Cooley

Andy brings 20+ years of senior creative experience in design, advertising, FMCG Innovation & NPD to SeedLab. Having designed brands for companies like Coca-Cola, PepsiCo and Suntory Japan; and created integrated ATL/BTL national advertising campaigns for companies such as Telstra, Australian Tourism Commission and Woolworths to name a few. After 30 years away, Andy is coming home to help Tasmanian businesses tell their unique Tasmanian story, and foster local creative talent with his knowledge and experience. Andy’s creative journey began studying fine art at UTas Hunter Street campus. His love of Tassie crayfish began from a childhood mostly on Bruny Island catching more crayfish than you could eat.

Iain White

Iain is the “Brand” in “Story & Brand”. He started his career in Advertising and Brand Strategy in the UK in the late 70’s before moving to Japan in the mid 80’s and Australia in the mid 90’s. Iain has worked in a wide range of countries – Australia, UK, HK, Singapore, Japan, Thailand and Malaysia as well as a wide range of categories ranging from food companies such as Kraft (Vegemite of course!), as well as luxury goods (de Beers Diamonds), alcohol (San Miguel etc) automotive ( Mazda etc ) and airlines (Cathay Pacific etc). Iain loves Qualitative Research and has been a full member of the Australian and British Market Research societies. He is also passionate about the connection between creativity and marketing effectiveness and the recipient of three Grand Prix marketing effectiveness awards in the APAC region.

Iain White Seedlab Team Story and Brand Branding

“In the Seedlab postcode, 'the best thing' is being in a trusted inclusive community where opportunities thrive. Opportunities to connect with business knowledge to connect people with our products and story. Huddled around the virtual campfire that is Zoom, enriched by the best storytellers .. encouraged and guided by the best glocal business mentors in food, drink, and agri-business arenas. Here we have found supporters, strategists, and a stream of crack expertise to underpin the confidence to scale, grow. Because "you don't know what you don't know."

Loz Abberton, – Soyoyoy Foods.

“Exactly that, the village! Knowing there is someone who has been there & done that & give you personal advice or encouragement. Knowing there is support & a cheer squad just a zoom or Facebook message away”

Anita Crook, – Tasmanian Kitchen Pantry.

“It's exactly the connectedness of the village. It was so great to run in to one of our Alumni at a recent event and have a good old chat. Even just connecting our Seedlab people with various places as we travel around feels like we are part of something special”

Dr Julie Martyn, – Artisa.

“Apart from the knowledge gained from talks/classes etc, it is the knowing that there are others to be able to talk to/listen to who are in a similar situation and can help with advice as and when needed”

Rachel Tulloch, – Seedsations.

About Seedlab

Seedlab Tasmania is a project founded and led by MacTavish West Pty. Ltd. 445C Macquarie St. South Hobart, Tasmania 7004.

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