Who is Start-up FMCG?

There is nothing more exciting than seeing a product idea develop and grow into something viable, sellable and profitable. Equally, there is nothing more frustrating than knowing you have a product concept that can succeed, yet not know how to overcome the obstacles involved in developing and launching your first product – of not knowing how to work through the intricacies of market regulations, manufacturing challenges, creative product marketing and product distribution in a viable manner.

Our founder, Anthony, revels in these challenges. Nothing excites him more than getting his hands dirty perfecting a product or helping organise a manufacturing facility or any myriad of the other challenges involved in launching a startup. He’s done these tasks successfully more than many. He saw the need for startup businesses to have the support they need to help them take their amazing ideas from concept to profitable product. His dream is to help others make a success.

We’re here to help you succeed. It’s that simple.

Meet our founder

Start-up FMCG Founder, Anthony Harb
Anthony Harb
Founder

Anthony Harb is the founder and Managing Director of multiple businesses. He’s a natural entrepreneur having started his first business at the age of 21 (and to be honest, he never stopped). Anthony is a mentor and FMCG consultant to several start-ups. His key strengths are strategic management, sales and marketing.

Anthony Harb
Founder

Anthony Harb is the founder and Managing Director of multiple businesses. He’s a natural entrepreneur having started his first business at the age of 21 (and to be honest, he never stopped). Anthony is a mentor and FMCG consultant to several start-ups. His key strengths are strategic management, sales and marketing.

His areas of expertise are:

Food

Health & Beauty

Sales & Marketing

FMCG

Manufacturing

Distribution

Anthony is managing director of the Sellmark Group, which is a group of businesses in the food, and health and beauty categories. Founder of Softesse Paper Products, a paper company supplying innovative products in the tissue industry, including one of the first suppliers of a bamboo and sugarcane paper range.
With over 16 years’ experience establishing and growing his own businesses in areas as diverse as health foods, FMCG retail products, an online and department store skin care range, as well as a consulting business and a social enterprise in Australia and overseas.

Some of the brands Anthony has worked with since starting Sellmark include Sofiesse, Excel facial tissues, Cocofiji (social enterprise), Cedar Creek Orchards, Bilpin Apple Juice, Blue Dinosaur and Pam Pam buns to mention a few. He is also involved in the development of a shopping platform called SSF.

Anthony’s experience includes working for a range of FMCG and grocery businesses for almost a decade prior to starting Sellmark. These included well-known brands such as Just Juice, Schweppes, Greens General Foods, private label development for Franklins supermarkets, ABC tissue products. Anthony was also instrumental in the launch and growth of both Supercoat Pet Food and Quilton toilet tissue, taking them each to a turnover of over $100 million before moving on to the next challenge.

Anthony continues to consult, mentor and develop entrepreneurial strategies in both start-ups and established businesses in areas such as food, health and beauty, incubator/accelerator programs and social enterprise development.

Anthony brings a unique perspective to business having worked in sales, marketing, management as well as a retail buyer. He has launched over 1000 products in his career, predominantly in the consumer grocery space.

His specialities include:

  • strategic mapping
  • lean strategy
  • social enterprise development
  • sustainability
  • concept and minimum viable product (MVP) evaluation
  • deal structuring
  • business planning
  • financial modelling
  • import / export
  • export funding
  • distribution
  • packaging
  • marketing
  • buying
  • private label development
  • food research and development (R&D)
  • factory workflow and build.

He has a Bachelor of Business majoring in Marketing and sub-majoring in International Trade from the University of Technology, Sydney. He’s also completed a Diploma in Export Management from the Institute of International Trade.

Being the serial entrepreneur that he is, Anthony continues to look for and develop business and product ideas including creating a collaboration between food incubators in Australia in support of FMCG food startups.