My food bag enters new growth phase

09 April, 2018 by
Hospitality Business

Cecilia and James Robinson.

As part of the Company’s natural succession plan, the founders and co-CEOs of My Food Bag, Cecilia and James Robinson have decided to transition into governance roles as the business recruits a new CEO.

Cecilia Robinson says, “Both James and I are incredibly proud of the business we have built.  We are excited to continue to help grow the business and contribute to the strategic direction as Founder Shareholders through our ongoing Directorships as part of the My Food Bag Board.”

The business was founded by the Robinsons, alongside Theresa Gattung and Nadia Lim with her husband Carlos Bagrie. Kevin Roberts joined the team as Chair in 2015.

Following the partnership of My Food Bag with Waterman Capital in 2016, the CEOs had a clear objective to build a leadership team to support the future structure of the business. Cecilia says “We’ve had absolute focus on our people and preparing the team for the next phase of growth. We’ve added experienced new members to our Executive team, as well as further strengthened our winning culture.”


Last week My Food Bag was awarded the ‘Best of the Best Supreme Auckland Business Award 2017’ at the Westpac Auckland Business awards. Further, Cecilia was named the ‘Supreme Winner in the Women of Influence Awards’ in 2017 and most recently My Food Bag placed 5th on the Kenexa Best workplace survey. “All these foundational milestones were important to us as part of the plan to transition the business to a new operational leader.” Cecilia continues, “As Founders we are looking forward to entering this next phase and adding a new CEO who will drive our purpose and continue My Food Bag’s growth.”

My Food Bag has had another exceptional year of innovation with the successful launch of the new weight loss offering ‘Fresh Start’ as well as venturing into the ready to eat meal category.

My Food Bag Chair Kevin Roberts says, “Cecilia and James as Founders and co-CEOs of My Food Bag have had a tremendous impact in changing the way kiwis eat. Their leadership has been focused on building customer love and working to develop My Food Bag’s people and culture. Their focus and commitment have led the company to achieve outstanding results. My Food Bag is one of the most successful companies founded in New Zealand over the last twenty years.”

The succession plan has been in place since last year giving the board and business an extended period to find a suitable CEO.  Roberts explains “As part of the succession plan the Co-CEOs have provided a clear strategic pathway to transition to a new CEO which now enables Cecilia and James to step fully into their desired governance roles.”

An announcement regarding the appointment of the new CEO will follow shortly.