Kevin Roberts now chairman of My Food Bag

Business leader and innovator Kevin Roberts has been appointed chairman of My Food Bag. Roberts is executive chairman of Saatchi & Saatchi Worldwide, where he was CEO Worldwide from 1997 to 2014. His extensive international business career includes leadership, marketing and Board roles at PepsiCo, Gillette, Procter & Gamble, Lion Nathan and Spark.

My Food Bag is part of the rapidly-growing global just-in-time food delivery service sector, and of a wider transformational movement occurring around how food is produced and distributed that is attracting significant global investment. The company delivers quality, free range ingredients, together with nutritious seasonal recipes on a weekly basis. The service launched in Auckland, New Zealand in 2013, and its farm-to-plate approach has rapidly expanded, now attracting approximately 15,000 customers in New Zealand. Sydney and Melbourne markets are now being served as My Food Bag expands into Australia. Company revenues have grown to over NZ$40 million annually, in less than two years.

My Food Bag is the brainchild of 2013 EY Young Entrepreneur of the Year (NZ) Cecilia Robinson (CEO), dietitian and nutritionist Nadia Lim (Head Chef) and prominent business leader Theresa Gattung.
“At this threshold moment of expansion we’re excited to welcome Kevin as Chairman,” said Theresa Gattung. “Kevin’s acumen in global business, brand-building and the food industry itself bring a formidable leadership gear as we go to the next level in this fast-expanding category.”

Roberts, who has also become an investor in My Food Bag, provides regular counsel to food companies in the UK and USA. “I love My Food Bag’s customer-first model and am stoked to be on board,” he says. “The winners in food will be those companies who deliver delicious taste, health, inspiration, value and convenience all in the same package. The MFB crew is smack bang in the sweet spot. This is an up-and-running high-growth business delivering real profits. I’ll be working with the MFB team to strengthen the offering and help bring more magic and fun to tables throughout New Zealand and Australia.” 

Roberts says that while there are various models in the category worldwide, My Food Bag takes to market the insight that people want to be hands-on in preparing quality food without the hassle of shopping for ingredients or knowing recipes themselves. “This is a sophisticated, uplifting experience for customers that takes the stress out of weekday meals, blending free range and fresh local produce with a home delivery service – and all the pleasure of cooking.”