My Food Bag appoints Saatchi & Saatchi chief executive officer Kevin Roberts as chairman

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KEVSAATCHFOOD.jpgBusiness leader and innovator Kevin Roberts has been appointed chairman of fast-growing home delivery service 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 and marketing roles at PepsiCo, Procter & Gamble and Australasian brewer Lion Nathan.

My Food Bag is part of the rapidly-growing global just-in-time food delivery service sector, and of a wider transformation 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 over 13,000 customers in New Zealand. Sydney and Melbourne markets are now being served as My Food Bag expands into Australia. The company has delivered a NZ$50 million revenue run rate within two years.

 

My Food Bag is the brainchild of 2013 EY Young Entrepreneur of the Year (NZ) entrepreneur and Cecilia Robinson (CEO), dietitian and nutritionist Nadia Lim (head chef) and prominent business leader Theresa Gattung.

 

Says Theresa Gattung, co-founder and director, My Food Bag: “At this threshold moment of expansion we’re excited to welcome Kevin as chairman. 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 many of the world’s biggest food companies and presently advises family-owned Booth’s supermarket chain in the north of England.

Says Roberts: “I love My Food Bag’s customer-first model and am stoked to be on board. The future of food is delicious taste, health, inspiration, value and convenience. The MFB crew is right in the sweet spot. This is an up-and-running high-growth tangible business delivering real profits up front. I’ll be working with our 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, involving and delicious experience for customers that takes the stress out of weekday meals, blending free range and organic produce with an UBER-like delivery – and all the pleasure of cooking.”