My Food Bag

My Food Bag Holdings Limited
Formerly called
 My Foodbag
Private
Industry Retail e-commerce Grocery Delivery
Founded December 11, 2012 (2012-12-11) in Auckland, New Zealand[1]
Founders Cecilia Robinson
James Robinson
Theresa Gattung
Nadia Lim
Carlos Bagrie
Headquarters Level 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 $80 million NZD
Number of employees
 65
Website New Zealand Website
Australian Website

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.

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, Saatchi & Saatchi Executive Chairman 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. According to the company it is New Zealand’s largest supplier of free-range pork.[9]

Expansion

My Food Bag expanded its operations into Australia in late 2014, launching in both Sydney and Melbourne markets. The product mix caters to Australians at all stages of their life, including ‘My Family Bag’, ‘My Classic Bag’ with 3 & 5 meal per week options, ‘My Gourmet Bag’ and ‘My Own Bag’. Customers are also offered the choice to add a seasonal fruit box to their weekly order, which arrives every Sunday on their doorstep.[10]

The New Zealand business has expanded to Christchurch, Wellington, Dunedin, 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’ and a bag for singles, ‘My Own Bag’.[11] Options for a children’s lunch box and fruit are available.

According to the company the annualised turnover for the group is 80 Million NZD (November 2015) with approximately 30,000 active customers and over 65 permanent staff. It has delivered more than ten million meals to its Australasian customers.[12]

Awards

References

  1. ↑ https://www.business.govt.nz/companies/app/ui/pages/companies/4142618
  2. ↑ http://www.nzherald.co.nz/business/news/article.cfm?c_id=3&objectid=11632736
  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. Retrieved 16 November 2015.
  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. ↑ Edwards, Jessy (6 May 2015). "It's in the bag: My Food Bag's Cecilia Robinson" (736). NZ Retail Magazine. Retrieved 16 November 2015.
  10. ↑ Martin, Josh (13 May 2014). "My Food Bag sets sights on Sydney" (Business Day). Stuff NZ. Retrieved 16 November 2015.
  11. ↑ Jacobs, Lauraine (4 June 2015). "Bags of options" (NZ Listener). Bauer Media Group. Retrieved 16 November 2015.
  12. ↑ Ryan, Holly (10 December 2015). "My Food Bag: 0 to $100m in three years" (NZ Herarld Business). NZME. Retrieved 4 February 2016.
  13. ↑ Gapes, David. "BP, Whittakers, Frucor, Geoff Ross cast long shadows at Marketing Awards". http://www.mad-daily.com. Retrieved 16 November 2015. External link in |website= (help)
  14. ↑ 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.
  15. ↑ Finance, Yahoo. "Food delivery service bags Westpac Business Award". https://nz.finance.yahoo.com. Yahoo. Retrieved 16 November 2015. External link in |website= (help)
  16. ↑ Bauer Media. "Introducing New Zealand’s Women of the Year". http://www.scoop.co.nz. Retrieved 16 November 2015. External link in |website= (help)
  17. ↑ Idealog (23 August 2013). "Cecilia Robinson bags Young Entrepreneur award". Idealog. Retrieved 16 November 2015.
  18. ↑ Green, Ricki. "Mightiest of the mighty found: Chorus wins Supreme Award at TVNZ NZ Marketing Awards". http://www.campaignbrief.com. Retrieved 16 November 2015. External link in |website= (help)

External links

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