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Originally from Sweden, Cecilia has been based in NZ for more than a decade. Cecilia and her husband James are the Founders of My Food Bag. Set up late 2012, Cecilia and James brought on former Telecom CEO Theresa Gattung and celebrity chef Nadia Lim, and her husband Carlos Bagrie as co-founders - launching the business in March 2013. With revenues exceeding 100 Million in 3 years from inception and over 50,000 customers, My Food Bag has changed the landscape of the online retail food sector.

In 2015, Kevin Roberts joined the team as an investor and Chair. The founding team sold 70% of the company to Waterman Capital in 2016 and appointed new CEO Kevin Bowler mid 2018 with Cecilia & James retiring as CEOs but continuing in their Director capacity.

Cecilia and MFB have been finalists or winners in several awards – most recently Cecilia won the Business and Enterprise category and was subsequently named the Supreme Woman of Influence in the Westpac/Fairfax Women of Influence awards. Cecilia was also named the NEXT Business woman of the Year 2014 and EY Young Entrepreneur of the Year (2013). My Food Bag also won the Westpac business awards in 2017.

Since inception My Food Bag has delivered over 60 million meals, become the 3rd largest food retailer in New Zealand and currently delivers 10,000 meals to charities across New Zealand per/month.

Touted as a serial entrepreneur Cecilia has an extensive background in business management from founding and managing Au Pair Link alongside her husband James Robinson – Australasia’s largest Au Pair agency in April 2007. In December 2014 Cecilia and James announced they had sold Au Pair Link to the Evolve Education group. The Evolve Education Group made its debut on the NZX and ASX in December 2014. The IPO attracted strong demand from institutions from New Zealand and Australia.

Cecilia and James most recent venture is Tend Health where they’ve assembled some of NZs most formidable leaders to build a digital first primary healthcare platform. Josh Robb from PushPay is the CPO and Harvard educated Dr Mataroria Lyndon serves as the Clinical Director. Alongside a team of 20 health professionals, technologists and business entrepreneurs with a vision to transform healthcare for current and future generations.