My Food Bag co-CEO Cecilia Robinson on why you have to destroy your own market share

If you're looking at companies in the last few years that have made a real impact in the local entrepreneur and general scene, you can't go past My Food Bag. Pulling an idea in from overseas and making it work here in tiny, weird New Zealand was a passion for Cecilia and James Robinson. The idea was weekly delivered food parcels that contained everything a family needed to make meals for the week. They got Nadia Lim on board as a brand ambassador and next thing you know they're making $100 million in revenue.

But it can't have been that easy. In this conversation Simon talks to Cecilia about making the move from their earlier company Au Pair Link, approaching Theresa Gattung to sit on the board, creating a well regarded customer service operation and living on Weetbix during the hard times.

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