About Seede
Seede is driven by the belief that great food can and should be both delicious, healthy and kind to the planet. Our innovative approach to product development blends our culinary expertise with a commitment to sustainability, resulting in creative solutions that transform how we think about food. Seede is dedicated to helping brands grow ideas into products that nourish people and protect the environment while pushing the boundaries of food innovation.

Our Vision
At Seede, we envision a world where food products are not only delicious but also sustainable, nourishing both consumers and the environment. We aim to lead the way in food innovation by developing products that reduce waste, promote health, and encourage responsible sourcing. By planting the seeds of sustainability today, we’re cultivating a future where food and the planet thrive in harmony.
Our Mission
Our mission is to partner with forward-thinking brands to create food and beverage products that are as kind to the earth as they are to your taste buds. Through creativity, expertise, and a commitment to sustainability, we help transform your ideas into products that make a lasting impact. At Seede, we believe in growing businesses that care for both their customers and the environment, one innovative product at a time.
About the Team

Nadia Coetzee
FOUNDER
Nadia Coetzee, the visionary behind Seede, is a qualified chef, food technologist and food scientist with a deep passion for fresh, organic, and sustainable food. With more than 12 years of experience in the culinary and food development industry.
What is your guilty pleasure food?
Dark Chocolate and Gelato.
If you could create one food/beverage product, what would it be?
Sustainable self replicating product that helps end global hunger.
What is your secret talent that no one knows about?
I have great ball skills. I’m weirdly good at styling food and I’m a packing and organising savant.
What is the most creative food mashup you’ve ever tried?
Watermelon on toast with goats cheese and mint (It’s better than it sounds).
Saffron ice cream, toasted coconut and allspice.

Emily Pepperell
FOOD SCIENTIST
Emily discovered her passion for developing innovative food products while studying Food Science at Curtin University. With experience as a food technologist in frozen meals and bakery categories, she has honed her expertise in manufacturing, production trials, commercial upscaling, HACCP, and quality assurance for Australian retailers.
What is your guilty pleasure food?
I never feel guilty about eating food! My favourite snacks are crunchy and salty, like chips and popcorn (especially if they’re salty & sweet).
If you could create one food/beverage product, what would it be?
I love baking, so probably a yummy fruit bread with lots of seeds and Australian native flavours.
What is your secret talent that no one knows about?
My hobbies are sewing and knitting, so I make lots of my own clothes.
What is the most creative food mashup you’ve ever tried?
The most delicious spicy kimchi, black bean and cheese arepa (a corn flatbread) at an Argentinian restaurant.

Pieter Coetzee
CO-FOUNDER
Pieter Coetzee, Co-Founder of Seede, combines his passion for the food and beverage sector with his expertise as a chartered accountant and management consultant. Leveraging his background in finance and business transformation, Pieter leads Seede’s go-to-market services, guiding clients to uncover their competitive advantage, develop compelling business cases, and create effective launch and marketing strategies while optimising supply chain processes.
What is your guilty pleasure food?
Nothing beats a chocolate croissant with a quality coffee and some oat milk.
If you could create one food/beverage product, what would it be?
I would go NUTS to create yummy clean label nut butters and nut milks.
What is your secret talent that no one knows about?
I am not allowed to say, because then someone knows about it.
What is the most creative food mashup you’ve ever tried?
Healthy coconut & vanilla fried ice-cream.

Helené Peens
CREATIVE
Helené Peens is the creative mind and skilled wordsmith behind Seede. With an Honours degree in Applied Language Studies and over four years of crafting compelling copy, Helené turns ideas into impactful stories. Whether it’s growing brands with just the right words or nurturing creative concepts into full bloom, Helené’s expertise ensures every message thrives.
What is your guilty pleasure food?
I’m a sucker for a fried chicken burger.
If you could create one food/beverage product, what would it be?
I love baking! So, it would be amazing to create a healthy and delicious range of easy mix cakes.
What is your secret talent that no one knows about?
I have a great memory and know a lot of random facts.
What is the most creative food mashup you’ve ever tried?
Fries with ice cream. It’s a sweet and salty match made in heaven!
About the Name
At Seede, our name is more than just a label—it’s a reflection of our mission and the journey we take with our clients. The name is derived from, over”SEE”ing your “DE”velopment. Seede represents our role as guides, overseeing and nurturing the creation of innovative food and beverage products. We are here to help you bring your ideas to life, navigating every step of the product development process with expertise and care.
But the name Seede also carries a deeper meaning. Like a seed, every product idea starts small, full of potential and the promise of growth. Our mission is to cultivate that potential, transforming your vision into a sustainable, market-ready product that thrives. Just as a seed needs nurturing to bloom, your ideas need the right guidance, strategy, and support to flourish. At Seede, we’re proud to be part of that journey, helping your dreams take root and grow into something extraordinary.
BLOG
Managing the pitfalls of New Product Development for the food and beverage industry
RECIPE
Chickpea Indian Curry
Subscribe
Tips, ticks and early access to everything new.