The married couple who founded meal-kit retailer My Food Bag are stepping aside from their roles as co-chief executives to transition into governance roles. The business will appoint a new CEO and is expected to make an announcement shortly.
The Robinsons founded My Food Bag in 2013 with former Telecom CEO Theresa Gattung and dietician/celebrity chef Nadia Lim, together with Lim’s husband Carlos Bagrie. It delivers bags full of portioned-out ingredients together with recipes for subscribers to cook at home.
Since then, the business has grown at a pace exceeding that of Xero and Trade Me, delivering approximately 40 million meals and becoming the third largest food retailer in New Zealand. Former Saatchi & Saatchi chief executive Kevin Roberts joined as board chair in 2015, and in 2016, private equity firm Waterman Capital joined My Food Bag as an investor.
Cecilia Robinson said in 2017 that the company was working towards an IPO within the next three years.
“Both James and I are incredibly proud of the business we have built,” she says. “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.”
“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.”