We are a New Zealand based food delivery business that delivers delicious New Zealand ingredients and recipes to your door every week. Co-founded by celebrity chef & nutritionist Nadia Lim, our meals are nutritionally balanced and not only keep the nation fed but also keep Kiwi’s in jobs, and communities fed, through our strong programme to support local.
My Food Bag has the ambition to inspire New Zealand families to be happier, one meal at a time, through all we do. We’re energised by feedback from customers on how our recipes and healthy ingredients have transformed millions of Kiwi family meals, improved peoples’ health, and created thousands of new confident home cooks across New Zealand.
The My Food Bag business model is a subscription meal kit service spanning four brands and over twenty bag types delivering approximately 400,000 meals per week to Kiwi families nationwide. Our bags solve the age old question of ‘what’s for dinner tonight’ whether you want to eat Kiwi classic meals, ready-made, lose weight, are following a plant-based or vegetarian diet, are budget conscious or just want to choose your own meals, we’ve got you covered. Our relentless innovation and determination to stay ahead of what Kiwi’s want has made My Food Bag one of the most successful New Zealand start-ups in the last decade.
Having always had a significant focus on sustainability and being environmentally friendly, we have been free-range since day one and alongside this, we have an ongoing commitment to sourcing local products from across New Zealand. We're dedicated to sourcing the freshest local produce, meat and fish, so customers know they’re getting the very best New Zealand has to offer. We're proud of the fact that 98% of the fresh meat and produce we buy is from New Zealand, only using imported products when a dish won't be the same without them.
We're also honoured to have played an integral role in supporting burgeoning NZ producers grow by offering opportunities to supply innovative, bespoke ingredients to our foodies. It's part of our commitment to contributing to the success of all New Zealanders, beyond our own team and customers.
My Food Bag is wholly New Zealand owned and operated and was the brainchild of entrepreneur Cecilia Robinson and her husband James Robinson, Founders and former Co-CEO’s. Well-reputed New Zealand based private equity firm Waterman Capital joined the team and became the majority shareholder in the business in 2016. Our Board of Directors includes three members of the Waterman Capital team, including Chairman Chris Marshall, Cecilia & James Robinson, founder and prominent New Zealand businesswoman Theresa Gattung, and global business leader Kevin Roberts.
To be successful in the long run, we look beyond just delivering a great service. We view our responsibility through three broad sustainability lenses: how we look after our people, how we participate in our communities, and how our activities impact the environment.