Big move as My Food Bag shifts into new premises
Continued growth for market leading home food delivery provider My Food Bag has seen the company move into a new
building in Parnell. Reflecting the runaway success of convenient delivery of quality ingredients for Kiwis to prepare
varied meals, a standout feature of the new building is an entire floor dedicated to My Food Bag’s Development Kitchen.
Founder and co-CEO Cecilia Robinson says the need for expanded and purpose-built premises became clear with the meteoric
rise of My Food Bag since its 2013 introduction. “We started on the notion that the simple question of ‘what’s for
dinner tonight’ was quite hard to answer. By giving New Zealanders’ healthier and more varied answers, we’ve rapidly
grown to where we can serve more customers more effectively from our new building.”
Robinson is enthusiastic about the latest big move to the new premises, particularly the Development Kitchen. “A big
part of our success lies in the work Nadia and the team put in to the development and testing of ingredients and recipes
for all the My Food Bag and Bargain Box offerings,” she says.
Fully decked out with Fisher & Paykel equipment, the Development Kitchen is a chef’s dream, with state-of-the-art appliances and whiteware delivering
an ideal location for the team to carefully assess options for its loyal customers. “We even have a two-station
Photography Kitchen where each dish undergoes a fashion shoot after making it through the stringent evaluation process,”
The administrative hub of the business is kept close to operations. Upstairs in the new building, My Food Bag hosts its
Operations, Procurement, Finance, Marketing, Digital and Customer Love teams.
Robinson explains: “We put a lot of work into making sure every My Food Bag experience is positive. Customer delight is
our objective overall, and the Customer Love Team plays a major role in making that happen.”
The new building fit-out, was designed and project managed by Platform Consulting Group who also acted as Tenant
Robinson is founder and Co-CEO alongside her husband James Robinson. They founded the business together with New Zealand
businesswoman Theresa Gattung and celebrity chef Nadia Lim, and Nadia’s husband, Carlos Bagrie.
This isn’t the first big move made by My Food Bag, which provides a service where customers order online and receive
food bags containing recipes for a week’s main dinner meals. Within five months of inception, My Food Bag expanded
operations to Hamilton and Wellington and soon added new products such as the Family Bag and developed innovative
offerings such as a Christmas Food Bag and a Gluten Free Bag.
In July 2014, My Food Bag extended its reach across the Tasman and by the end of that year the Bay of Plenty and the
greater Waikato region, Tauranga and Christchurch were on stream. In 2015, Palmerston North, Dunedin, Whangarei,
Rotorua, Hawke’s Bay and New Plymouth had all been added.
Business legend Kevin Roberts joined the team as a shareholder and chair in 2015.
The big move for June 2016 saw My Food Bag expand its offering with the launch of the Bargain Box brand. Super
affordable, Bargain Box cuts the frills to deliver great value ingredients and recipes while providing plenty of
leftovers (or meals for unexpected guests).
Also in 2016, Waterman Capital took a stake in the business as part of its evolution towards readying for a potential
IPO; while the financial terms of the transaction were not disclosed, the company said it was one of the biggest private
equity deals done in New Zealand involving a young business.
Last month My Food Bag went on to launch Fresh Start with Nadia, a brand new product range designed specifically for
people who want to lose and manage their weight. This rapid growth means the company delivers more than one million
meals to New Zealanders each month.
My Food Bag has been recognised in several ways for its business achievements, including being named National Rising
Star in the NZ Deloitte Fast 50 Awards in 2014.
My Food Bag also won a Judges’ Choice award at the 2014 TVNZ NZ Marketing Awards and in October 2014 CEO Cecilia
Robinson took out the Business and Innovation category at the annual NEXT Woman of the Year Awards.
In addition, My Food Bag won the Excellence in Innovation Award in the Central Division of the Westpac Auckland Business
Awards in November 2014.
About My Food Bag & Bargain Box:
My Food Bag launched its home delivery service into New Zealand in 2013. Customers order online and receive food bags
containing recipes for a week’s main dinner meals. The bags contain best in season, fresh ingredients that are locally
sourced where possible.
All My Food Bag recipes are developed according to co-founder Nadia Lim’s Nude Food philosophy of ignoring the hype,
trusting your instincts and eating real food.
The My Food Bag and Bargain Box business is the brainchild of entrepreneur Cecilia Robinson, founder and co-CEO
alongside her husband James Robinson. Prominent New Zealand businesswoman Theresa Gattung is also involved in the
business as an active shareholder, co-founder and director. Business leader Kevin Roberts is chairman of the My Food Bag
In October 2016 My Food Bag announced it had successfully secured investment from Waterman Capital. This partnership
will support My Food Bag in achieving its ambition to IPO within the next three years to raise further capital and
enable Kiwisavers and other New Zealanders to invest alongside the founders and Waterman Capital.