As founder and creator of not one (but two) of New Zealand’s most successful start-ups My Food Bag and Au Pair Link – Cecilia is one of NZ’s leading entrepreneurs. A serial entrepreneur and innovator, Cecilia is now the founder and Co-CEO of Tend Health. Cecilia has won more awards than you can shake a stick at (Supreme Winner 2017 Women of Influence Awards, Next Magazine Businesswoman of the Year 2014, EY Young Entrepreneur of the Year 2013, HER Businesswoman of the Year 2012 to name a few).

As well as her My Food Bag Directorship, following 6 years as Co-CEO of the food delivery service, Cecilia is a board member and founding trustee of the Prince’s Trust New Zealand. Devoted mum to 8 year old Thomas and 4 year old Leila, Cecilia is passionate about helping women in business and solving the everyday problems of working mums and dads.


James is Cecilia’s partner in life and business. As co-founder of Tend Health, Au Pair Link and My Food Bag, James has run the Marketing, Digital and Finance teams. James is also well-versed in M&A transactions having led the sale process for both companies.

Currently the Co-CEO of Tend and a Director of My Food Bag, James was previously the Co-CEO of My Food Bag (alongside Cecilia) – NZ’s third largest food retailer. James understands the governance requirements in modern high growth, digital businesses. With experience in industries ranging from health to childcare and food, James understands what it takes to be successful no matter the market.

We’re passionate about businesses that make a difference to our community.

We’re interested in creating and getting involved in business that makes a difference to our communities. We’re passionate about growing good (ethical and sustainable) business and building lasting customer love. We have a special interest in, and understanding of, the needs of modern day working mums and dads – having walked many miles in those shoes. We enjoy nurturing talent, inspiring belief in others and helping young entrepreneurs achieve their goals.

We’ve already built two
brilliant businesses

My Food Bag

My Food Bag, an online food delivery service, is the brainchild of Founder & Director Cecilia Robinson. Set up late 2012, Cecilia and James (also Founder & Director) brought on former Telecom CEO Theresa Gattung and celebrity chef Nadia Lim and her husband Carlos as co-founders – launching the business in March 2013. With revenues exceeding $100 Million in under 3 years from inception and over 50,000 customers, My Food Bag changed the landscape of the online retail food sector. Kevin Roberts (former global CEO of Saatchi & Saatchi) joined the team in early 2015 as investor and Chair.

In late 2016, My Food Bag was partially sold to Private Equity firm Waterman Capital. With household brands like Bargain Box, Fresh Start and Made – My Food Bag continued to grow winning the 2017 Supreme Business Excellence Award at the Westpac Auckland Business Awards. In 2018 the Robinson’s stepped back from their roles as Co-CEOs but remain as shareholders and Directors in the company today.


Au Pair Link

Successfully acquired by the NZX and ASX listed Evolve Education Group as part of their IPO in late 2014, Cecilia and James built Au Pair Link into one of the largest Early Childhood Education providers in New Zealand. Founded in 2006 by Cecilia and James, the company became the first au pair agency to be licensed as a home based Early Childhood Education (ECE) provider by the New Zealand Ministry of Education.

An award-winning business, Au Pair Link enjoyed appearances in the Deloitte Fast 50 (ranked 12th in 2012), IBM Kenexa Best Workplaces (2nd in the 2017 Workplace Awards), heralding the business as a leader in innovation within the ECE industry. With 650 children enrolled nationwide and nearly 1,000 Au Pairs arriving annually upon sale of the business, Au Pair Link is also one of the largest contributors to youth tourism in New Zealand.


And we are not stopping there…check out tend.nz

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