Media release
June 10, 2013
Changing the Way Hamiltonians Eat
My Food Bag comes to the Waikato
My Food Bag has arrived in Hamilton.
The weekly food delivery service comprising quality, free range ingredients, together with nutritious seasonal recipes
cooked up a storm in Auckland when it launched in March.
And now the service, developed by 2012 Businesswoman of the Year Cecilia Robinson, MasterChef 2011 winner Nadia Lim and
prominent New Zealand business leader Theresa Gattung, is available to households within Hamilton’s metropolitan city
boundaries[1].
When My Food Bag launched in Auckland, driven by a social media wave on Twitter and Facebook, it promptly exceeded the first three
months target in its first week.
Following the Auckland launch, word quickly spread south with Waikato consumers swift to approach the company about
extending the service to their region.
Managing director Cecilia Robinson says the business has had a “huge response” from the region.
“The Waikato has been very supportive and vocal in requesting the My Food Bag concept – so much so that we have a sustainable customer base in the area already, before we even launch.
“Because of that support it makes sense to launch here and with Hamilton so close to Auckland we can make use our
existing infrastructure there for warehousing and distribution,” Ms Robinson says.
Refrigerated vans employed to service Auckland’s outer precincts are handling the Hamilton deliveries.
Ms Robinson says My Food Bag is about bringing the fun back into cooking by creating innovative and exciting dishes while embracing Nadia Lim’s
healthy eating philosophy.
“Nadia’s recipes are easily followed and feature healthy and fresh free range ingredients which are locally sourced
wherever possible,” she says. “We deliver weekly to the door, liberating you from managing the meal-planning and
shopping chores.”
Each bag contains ingredients for dinners alongside recipes designed by Nadia Lim that are simple to prepare, big on
flavour, healthy and delicious.
With each delivery, Nadia provides notes for that week that include useful cooking tips and how to keep leftovers, among
other handy hints. She says her aim is to introduce excitement and add seasonal variety to what is a very convenient
way for busy people to cook.
“I know from experience that convenience very often is not associated with healthy eating and variety but all that
changes with My Food Bag. It’s a fresh and exciting and fabulous approach to nutrition and healthy eating. All meals I’ve created should
delight the taste buds without offending the waistline,” she says.
How My Food Bag works
On a Sunday or Monday evening each week, customers receive the recipes and ingredients for main meals. Currently there
are two types of bag – the Classic for a family of four or more which costs $179 for five meals and the Gourmet bag
($139) with four meals for two people, both offerings include free delivery.
The Classic bag costs around $9.00 a meal per person and the Gourmet bag, $17.40. Home cooks do need to provide some
basic pantry items such as oils, flours, condiments and the like. But otherwise, everything else required is in My Food Bag.
Cecilia Robinson, the founder and managing director of My Food Bag, also founded Au Pair Link, Australasia’s largest au pair company. She has a genuine passion for good food and has
seen a similar model to My Food Bag in her native Sweden.
[1] A full list of the suburbs serviced in Hamilton is available at www.myfoodbag.co.nz
ENDS