My Food Bag is changing the paradigm of how we shop for groceries to the benefit of consumers, group chief executive officer Cecilia ‘Couscous’ Robinson says.
“Supermarkets are some of the oldest strongholds in society – a lot of businesses have moved in line – but that has given a market opportunity for people like us to explore and really shake up the market.”
My Food Bag allows customers to subscribe to a weekly delivery of fresh food and simple recipes, with a variety of options depending on the size of your family.
At the core of My Food Bag is a drive to “create healthy communities” Robinson says.
“Consumers are starting to care about two things – health and sustainability. We really pride ourselves on creating healthy food and making it really simple.”
The company has taken a hard-liner on sustainability – it’s the biggest retailer of free-range pork in New Zealand, and will simply not accept a supplier which does not operate free-range.
Robinson firmly separates My Food Bag from companies like Chrisco, a food- hamper delivery company investigated and fined in 2012 for breaching the Fair Trading Act.
“A business model like Chrisco, where customers end up paying a lot more than they should be paying, is not something we want to be doing.
“We want our customers to feel like they’re getting a really good deal. Food prices keep going up and up and I think there needs to be more transparency in the industry.”
Robinson says if you compare the My Food Bag product to what you buy at the local retailers you’d be hard pressed to find it at the same low price as what MY Food Bag offers – plus it’s delivered with recipes.
The model has paid off for the company, which now has 13,000 New Zealand subscribers, 41 staff, and serves almost the whole country.
Last year My Food Bag expanded into Australia and is already exceeding its targets.
“We established ourselves quickly here and for us [Australia] was really just stretching our wings, seeing what we could do.”
This story was originally published in NZRetail magazine issue 736, March 2015.