Business Australia
Working Smarter
SOWING THE WEEDS OF SUCCESS
When Jo Lane purchased Sea Health Products in 2015 from the original ‘kelp lady’ Betty Long, she became known as the ‘modern kelp lady’.
Established in 1970, the business was small yet steady. Since Jo took ownership, she has been immersed in the deep end. She’s gone with the ebb and flow of the tide to ride the wave of success. Let’s cast the net and find out more about her journey … and kelp.
WHAT THE KELP?
Sea kelp – commonly known as seaweed, has in more recent times been referred to as sea vegetables or sea greens. In terms of human consumption, it’s a powerhouse of nutrients, packed with more than 60 essential vitamins, minerals and trace elements. It contains the richest known source of natural iodine and the highest natural concentration of calcium of any food. Thanks to Mother Nature, it draws its goodness from the ocean where there’s an abundance of nutrients – so long as its home is unpolluted waters.
But kelp also plays a big role in our oceans. It’s an incredibly fast-growing plant and can readily absorb carbon dioxide, nitrogen and phosphorous. Kelp is an important habitat-forming species that can help improve marine ecosystems and increase biodiversity. And when it comes to kelp farming, it does not require land, freshwater or fertiliser to grow.
WHERE SCIENCE MEETS THE SEA OF HEALTH
When Jo Lane took over the business, the operation was simplistic. The sea kelp was beach-cast and harvested by hand from beaches along the south coast of NSW. While Jo continues this sustainable practice, with product demand increasing the ability to physically keep up is a major challenge.
As a marine biologist, Jo started exploring other possibilities. There had to be a way to propagate the kelp and grow it in ocean-based farms in a commercially viable yet sustainable way. Jo invested heavily in research and development with a goal of leading the way in transitioning the Australian kelp industry to sustainable farming. She travelled overseas to absorb as much knowledge as possible on global kelp farming practices.
“Beach-cast collection only gets you so far ... the solution is farmed production. Not only is kelp very good for you, it can be the basis of sustainable enterprises ... helping our planet”
PIONEERING ENTREPRENEURSHIP
After the Black Saturday bushfires in 2019-20, followed by the pandemic, R&D was temporarily put on the back burner. Fortunately for Jo, she joined the Australian Government’s Entrepreneurs’ Programme where she worked with Strengthening Business facilitator, Paul Coker. The in-depth service covered several initiatives including strategic planning, market research, review of product costing and pricing, financial modelling for a commercial kelp farm and funding alternatives.
“Accessing business mentoring support through the Strengthening Business service was not only invaluable in helping us build resilience and sustainability … it also allowed us to implement some serious long-term plans for our business and the role it will play in our industry,” said Jo Lane.
CULTIVATING CHANGE
According to the Australian Seaweed Institute the global seaweed industry has been rapidly growing at about 10% per year since 2010 and in 2017-18 Australia’s annual import was $40 million. With strong demand, Sea Health Products has the unique opportunity to play a key role in expanding our kelp farming industry.
Using innovative and sustainable approaches, Jo is on a mission to develop an ocean-based kelp farm on the NSW South Coast. In addition, with the new-found knowledge of kelp breeding cycles, Sea Health Products hopes to become a centralised hatchery supplying seeded lines to aspiring kelp farmers in the future. By achieving this, Sea Health Products will help lift a major barrier for those keen to try their hand at kelp farming.
There’s still work to be done. Sea Heath Products is only at the tip of the iceberg in delivering on its long-term business goals – but it’s all good. Good for the coastal community, the environment, the health and wellbeing of consumers and our economy.
Article By Jenny Dikranian - Content Writer, Business Australia