Prior to joining founders Nadia “Lemongrass” Lim, Cecilia “Couscous” Robinson and Theresa “Turmeric” Gattung at the quirky food retailer, Roberts was CEO of advertising giant Saatchi and Saatchi Worldwide from 1997 until 2014. He remains the company’s executive chairman.
Roberts, who was born in Lancaster, England, and is now a New Zealand citizen, has also had leadership and marketing roles at PepsiCo, Procter & Gamble, Lion Nathan and Spark.
Company revenues from My Food Bag have grown to more than $40 million annually. Launched in 2013, the company now has more than 15,000 customers and entered Australia in July.
Roberts declined to reveal the value of his equity stake in My Food Bag to The Australian Financial Review but described it as “substantial, significant and confidential.”
In the same interview, he said he thought My Food Bag could do for food what Amazon did for retail.
“If you think about what Amazon does it removes all pain points; you don’t have to go to the store; you don’t have to choose because we will recommend; and you don’t have to wait. And by the way, you don’t ever have to worry about price because we are really good value. And My Food Bag plays to the same consumer emotional needs as Amazon.”
He describes My Food Bag as an up-and-running high-growth business delivering real profits, saying he aims to strengthen its offering in the market.
Gattung says Roberts is joining the company at a “threshold moment” in its expansion.
“His global business background in the food category is truly going to revolutionise how we do things to ensure that we’re world class across the category.”