My Food Bag

My Food Bag is a New Zealand meal kit home delivery service providing customers with ingredients and recipes to cook meals. It is a privately owned and operated company.

My Food Bag Holdings Limited
Formerly
My Foodbag
Private
IndustryRetail e-commerce Grocery Delivery
Founded11 December 2012 (2012-12-11) in Auckland, New Zealand[1]
FoundersCecilia Robinson
James Robinson
Theresa Gattung
Nadia Lim
Carlos Bagrie
HeadquartersLevel 1, 285 Parnell Road, Parnell,
Auckland
,
New Zealand
Areas served
New Zealand
Australia
Key people
Cecilia Robinson (Co-CEO)[2]
Kevin Roberts (Executive Chairman)
Revenue$130 million NZD
Number of employees
120+
WebsiteNew Zealand Website

History

The service was the brain-child of New Zealand entrepreneur, Cecilia Robinson who is the Group CEO.[3] The business was co-founded by Cecilia and her husband James Robinson, together with celebrity chef and dietitian Nadia Lim and her husband Carlos Bagrie and high-profile business personality Theresa Gattung. My Food Bag was launched in Auckland, with first deliveries made in March 2013.[4] The co-founders continue to be involved in the business as active shareholders and directors.[5]

Prominent advertising and business leader, Kevin Roberts, was appointed Chairman of the Board of Directors in January 2015.[6] Speaking of Robert's appointment, Gattung said it had occurred at a "threshold moment of expansion. Kevin’s acumen in global business, brand-building and the food industry itself bring a formidable leadership gear as we go to the next level in this fast-expanding category".[7]

Philosophy

The company has made numerous references to Nadia Lim's "Nude Food" concept, describing this as "Eating food from the ground, sea or the sky. A sure-fire way to enjoy food the way nature intended, with less preservative, salts and a host of other artificial things. With recipes being focused on bringing natural ingredients forwards as the heroes".[8] The company has heavily promoted the fact that it deliveries free-range, local and seasonal produce.

Expansion

The New Zealand business has expanded to 13 cities in New Zealand.[9] My Food Bag expanded its operations into Australia in late 2014, launching in both Sydney and Melbourne markets. In October 2016, My Food Bag announced it would be closing its Australian operation to allow it to focus on the New Zealand market.

According to the company the annualised turnover for the group is 130 Million NZD (October 2016) with approximately 50,000 active customers and over 120 staff. It has delivered more than twenty million meals to its customers.[10]

Awards
  • TVNZ Marketing awards – Emerging Brand (2014)[11]
  • Deloitte Fast 50 – National Rising Star (2014)[12]
  • Westpac Excellence in Innovation Business Awards (2014)[13]
  • Next Business Woman of the Year 2014 (awarded to Cecilia Robinson)[14]
  • EY Young Entrepreneur of the Year Awards 2013 (awarded to Cecilia Robinson)[15]
  • Marketing Hall of Fame Inductee – TVNZ Marketing Awards 2015 (awarded to Theresa Gattung)[16]

References
  1. https://www.business.govt.nz/companies/app/ui/pages/companies/4142618
  2. "My Food Bag looks for buyers". 3 May 2016 – via www.nzherald.co.nz.
  3. Lin, Tao (26 July 2015). "Cecilia Robinson has leadership in the bag". Stuff NZ. Retrieved 16 November 2015.
  4. McCallum, Simone. "My Food Bag: Solving The 'OMG What's For Dinner' Dilemma". SimoneMcCallum.com. Simone McCallum. Archived from the original on 9 October 2014. Retrieved 4 September 2019.
  5. Nippert, Matt (10 April 2015). "The second coming of Theresa Gattung" (NZ Herald). NZME. Retrieved 16 November 2015.
  6. Ryan, Holly (10 March 2015). "Grocery delivery firm bags Kevin Roberts" (NZ Herald). NZME. Retrieved 16 November 2015.
  7. Meadows, Richard (9 March 2015). "Kevin Roberts joins My Food Bag". Stuff Business. Retrieved 16 November 2015.
  8. Carr, Deb. "My Food Bag Makes Cooking at Home Easy". Sydney Chic. Deb Carr. Retrieved 16 November 2015.
  9. Jacobs, Lauraine (4 June 2015). "Bags of options" (NZ Listener). Bauer Media Group. Retrieved 16 November 2015.
  10. Ryan, Holly (10 December 2015). "My Food Bag: 0 to $100m in three years" (NZ Herald Business). NZME. Retrieved 4 February 2016.
  11. Gapes, David. "BP, Whittakers, Frucor, Geoff Ross cast long shadows at Marketing Awards". www.mad-daily.com. Retrieved 16 November 2015.
  12. Idealog (7 November 2014). "Drumroll for Deloittes' new rock stars of high growth who use technology to power high speed internet, cheap car service, fund management and more". Idealog. Retrieved 16 November 2015.
  13. Finance, Yahoo. "Food delivery service bags Westpac Business Award". nz.finance.yahoo.com. Yahoo. Retrieved 16 November 2015.
  14. Bauer Media. "Introducing New Zealand's Women of the Year". www.scoop.co.nz. Retrieved 16 November 2015.
  15. Idealog (23 August 2013). "Cecilia Robinson bags Young Entrepreneur award". Idealog. Archived from the original on 17 November 2015. Retrieved 4 September 2019.
  16. Green, Ricki. "Mightiest of the mighty found: Chorus wins Supreme Award at TVNZ NZ Marketing Awards". www.campaignbrief.com. Archived from the original on 12 September 2015. Retrieved 16 November 2015.
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