Cecilia Robinson
Founder, My Food Bag
Last updated 3 June 2026
Cecilia Robinson ONZM is a Swedish-born New Zealand entrepreneur and the co-founder of My Food Bag, the meal-kit delivery service that became one of the country’s fastest-growing companies.
Robinson and her husband James founded My Food Bag in late 2012, bringing on Theresa Gattung (former Spark CEO) and celebrity chef Nadia Lim and her husband Carlos as co-founders. The business launched in March 2013 and grew at a pace that caught even its founders off guard: revenues exceeded million within three years, the customer base passed 50,000 and My Food Bag became New Zealand’s third-largest food retailer. It listed on the NZX and ASX in March 2021 in the largest New Zealand IPO since Genesis Energy in 2014.
The Robinsons stepped back from their Co-CEO roles in 2018 to pursue new ventures. Robinson has since combined governance positions, including as a director of My Food Bag and Pie Funds and co-chair of B416, with leadership of Tend, her current business. In 2024 she was named New Zealand’s Innovator of the Year and in 2026 she was appointed an Officer of the New Zealand Order of Merit for her services to business.
Robinson’s profile is noteworthy because My Food Bag reshaped how New Zealanders think about grocery shopping and home cooking, growing from startup to million in revenue in three years and proving that a locally built consumer brand can reach national scale at speed. Her post-My Food Bag career has reinforced her standing as one of the country’s most respected serial entrepreneurs.
Cecilia features in our look at what New Zealand's biggest founders did after the win.
Sources: Wikipedia · NZ Herald · My Food Bag
About this profile
This profile was researched and written by Noteworthy using publicly available sources. If something here is out of date or incorrect, let us know and we’ll review it.
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