From left to right: to bring Nadia Lim, Cecilia Robinson Theresa genus and home the subscription service offers recipes and all the ingredients needed to cook to Australia.
A subscription-Home cookbook and all the necessary ingredients to cook accumulated 10,000 subscribers in the first 18 months in New Zealand, so that NZ30 million ($ 27.3 million) per year of service and hopes to repeat the trick here.
My food bag is the result of James Robinson and Cecilia, a couple, a network, perform in New Zealand at eye level. When the couple began to have their own children, Cecilia was from a recipe ingredients delivery-and-home business up and running with great success in his native Sweden in 2009 recalls.
"Working Moms love to cook as much as any other, it's just deciding what to cook every day and go shopping then and it is a nightmare," he said.
The couple spent two years developing the concept of my food bag that Theresa genus - a former CEO of Telecom New Zealand - as a third investor and director of the way.
While in Australia are Robinsons launch of the company - who made her first bag of food in June - genus conducts business in New Zealand. He has 10,000 subscribers in Auckland, Hamilton and Wellington, then from March-2013.
Sales of my bag of food are "just" between "gourmet" distributed raw option provides four meals per week for two people, and the "family" or "Classic" pockets provide five meals for couples with children under 10 years and 10 years, Cecilia Robinson said.
A company in the time
All dishes are prepared with seasonal and fresh and free range if possible meat. Robinson said that this means that the company begin to plan about three weeks next supplies the revenue and orders at suppliers. Refrigerated trucks hired by My food bag making their rounds in the most expensive day of the week - Sunday - because it is the most convenient for customers day.
"It's a business just in time with a lot of moving parts, it is a logistical nightmare," he said.
All food businesses are "notoriously low margins," said the company's goal is growing rapidly.
"In our first 18 months in Australia I would like to repeat what we did in New Zealand," says Robinson.
Australian company CEO is Tim Elwin said Robinson built a sustainable home delivery wholesale and retail food, urbanfoodmarket.com.au ethics for several years before the sale six months ago.
My bag of food also affects the phenomenon of "celebrity chef", which explains in part the renewed popularity of home cooking. Recipe development in New Zealand is led by a former winner of Masterchef in the country, Nadia Lim, while Miguel Maestre, the living room of Ten Network, in collaboration with a team of test cooks, nutritionists and even Robinsons to develop recipes Australia.
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