Formerly called My Foodbag Areas served New Zealand
Australia | Type Private Founded 2012 | |
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Industry Retail e-commerce Grocery Delivery Headquarters Level 1, 285 Parnell Road, Parnell, Auckland, New Zealand Key people Cecilia Robinson (Co-CEO)
Kevin Roberts (Executive Chairman) Founders James Robinson, Carlos Bagrie, Theresa Gattung, Cecilia Robinson, Nadia Lim Profiles | ||
My food bag about my express bag
My Food Bag is a New Zealand food home delivery service providing customers with ingredients and recipes to cook meals. It is a privately owned and operated company.
Contents
History
The service was the brain-child of New Zealand entrepreneur, Cecilia Robinson who is the Group CEO. 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. The co-founders continue to be involved in the business as active shareholders and directors.
Prominent advertising and business leader, Kevin Roberts, was appointed Chairman of the Board of Directors in January 2015. 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”.
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”. The company has heavily promoted the fact that it deliveries free-range, local and seasonal produce.
Expansion
The New Zealand business has expanded to Christchurch, Wellington, Dunedin, Invercargill, Palmerston North, New Plymouth, Rotorua, Hawke’s Bay, Tauranga, Hamilton, Waiheke Island and Whangarei. The product mix was increased from the original ‘Classic Bag’ and ‘Gourmet Bag’ to include a ‘Family Bag’, ‘Veggie Bag’, 'Gluten Free Bag' and a bag for singles, ‘My Own Bag’. Options for a children’s lunch box and fruit are available.
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.