The My Food Bag story
My Food Bag was founded in New Zealand in 2012 by Cecilia Robinson, James Robinson, Theresa Gattung, Nadia Lim and Carlos Bagrie and is owned today by Public (NZX: MFB), My Food Bag Group Ltd. It is one of 6 Food & Beverage brands in this year's ranking, where it places #1.
Why people trust My Food Bag
It has delivered to New Zealand homes since March 2013 and is an NZX-listed company with public accounts that lifted after-tax profit 5.3 per cent to NZ$6.7M in FY2026.
The watch-out
Its board ran an ownership review through 2026 that ended in November with the company staying listed and no sale, and revenue growth was a modest 5 per cent.
Why My Food Bag ranks #33
Brand Recall, scored 84 out of 100.
Brand Love, scored 76 out of 100.
The WCRC D2C Trust Score gives 80% of the weight to Consumer Trust, Brand Recall, Positioning and Brand Love. My Food Bag scores 79.24 overall.
Pillar profile
Versus its nearest rivals
Questions people ask
What rank is My Food Bag in WCRC's Australia & New Zealand's Most Trusted D2C Brands 2026?
My Food Bag ranks #33 of 100 in WCRC's Australia & New Zealand's Most Trusted D2C Brands 2026, with a WCRC D2C Trust Score of 79.24 out of 100.
Why is My Food Bag trusted?
It has delivered to New Zealand homes since March 2013 and is an NZX-listed company with public accounts that lifted after-tax profit 5.3 per cent to NZ$6.7M in FY2026.
What is My Food Bag's revenue?
NZ$170.2M revenue (FY2026, full-year result reported May 2026), as per company filings.
Who owns My Food Bag?
My Food Bag is owned by Public (NZX: MFB), My Food Bag Group Ltd. It was founded in 2012 in New Zealand and is based in Auckland, New Zealand.
What is My Food Bag's biggest challenge?
Its board ran an ownership review through 2026 that ended in November with the company staying listed and no sale, and revenue growth was a modest 5 per cent.
Key facts
| Brand | My Food Bag |
|---|---|
| Company / owner | Public (NZX: MFB), My Food Bag Group Ltd |
| Headquarters | Auckland, New Zealand |
| Founded | 2012 |
| Founder(s) | Cecilia Robinson, James Robinson, Theresa Gattung, Nadia Lim and Carlos Bagrie |
| Latest revenue | NZ$170.2M revenue (FY2026, full-year result reported May 2026), as per company filings |
| Sector | Food & Beverage |
| Country of origin | New Zealand |
Sources
- Annual report and results announcements lodged with the NZX
- Company website, official announcements and press releases
- Published interviews and statements by the founders and leadership
- WCRC Business Intelligence Unit research: consumer ratings and reviews, complaint records, search demand and social data