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Changing the Way Wellingtonians Eat

Changing the Way Wellingtonians Eat

My Food Bag comes to the Capital

It’s the food capital of New Zealand and choc full of foodies who love nothing more than demonstrating their love of all things to do with fresh produce and their favourite dishes.

And now with the weekly delivery food service My Food Bag launching in Wellington, the capital’s appetite for all things to do with great eating gets another boost.

My Food Bag is a home delivery service providing consumers with quality, free range ingredients, together with nutritious seasonal recipes.

The service cooked up a storm in Auckland when it launched in March and has also taken off in Waikato and public demand has been strong from Wellington the owners say.

Now My Food Bag is launching in the capital taking orders online from households in Otaki, the Kapiti Coast, Lower Hutt and Wellington city from August 27. Deliveries commence a week later on September 8.

The programme was developed by 2012 Businesswoman of the Year Cecilia Robinson, MasterChef 2011 winner Nadia Lim and prominent New Zealand business leader Theresa Gattung.

When it launched in Auckland, driven by a social media wave on Twitter and Facebook, it promptly exceeded the first three months target in its first week.

Following the Auckland launch, word quickly spread south with Waikato consumers swift to approach the company about extending the service to their region. My Food Bag began deliveries there in June.

Managing director Cecilia Robinson says the business has had a “huge response” from wherever it has become available.

“People New Zealand-wide have heard of My Food Bag and have been very supportive and vocal in requesting the service. Wellington is no different so it makes sense to launch here,” Ms Robinson says.

My Food Bag’s distribution centre is based in Otaki so it can provide service for the entire Kapiti Coast as well as the Wellington region, creating five to 10 part time picker jobs as well as a part time Wellington staff member. Pace vans make the deliveries from the Icepak distribution centre joined by a branded My Food Bag van.

Ms Robinson says My Food Bag is about bringing the fun back into cooking by creating innovative and exciting dishes while embracing Nadia Lim’s healthy eating philosophy.

“Nadia’s recipes are easily followed and feature healthy and fresh free range ingredients which are locally sourced wherever possible,” she says. “We deliver weekly to the door, liberating you from managing the meal-planning and shopping chores.”

Each bag contains ingredients for dinners alongside recipes designed by Nadia Lim that are simple to prepare, big on flavour, healthy and delicious.

With each delivery, Nadia provides notes for that week that include useful cooking tips and how to keep leftovers, among other handy hints. She says “her aim is to introduce excitement and add seasonal variety to what is a very simple and convenient way for busy people to cook.

“I know from experience that convenience very often is not associated with healthy eating and variety but all that changes with My Food Bag. It’s a fresh, fun and inspiring approach to nutrition and healthy eating. All meals I’ve created should delight the taste buds without offending the waistline,” she says.

How My Food Bag works

On a Sunday or Monday evening each week, customers receive the recipes and ingredients for main meals. Currently there are two types of bag – the Classic for a family of four to five people which costs $189 for five meals and the Gourmet bag ($139) with four meals for two people, both offerings include free delivery.

The Classic bag costs around $9.45 a meal per person and the Gourmet bag, $17.40. Home cooks do need to provide some basic pantry items such as oils, flours, condiments and the like. But otherwise, everything else required is in My Food Bag.

Cecilia Robinson, the founder and managing director of My Food Bag, also founded Au Pair Link, Australasia’s largest au pair company. She has a genuine passion for good food and has seen a similar model to My Food Bag in her native Sweden.

“Really enjoying My Food Bag, we have been using it for five weeks, have not had the same meal twice and its great not having any left overs at the end of the week, no wastage, fantastic! The ingredients are healthy & fresh and recipes easy as - love it and highly recommend it for busy families.”
- Happy MFB customer on Facebook


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