As a family we strongly believe in giving back and forming part of a vibrant local and global giving eco system. We believe in supporting causes and charities that help make our collective future brighter.

Since school, Cecilia has supported World Vision and for many years raised funds for the World Wildlife Foundation growing up in Sweden. Teaching our children about giving and generosity is important to us – whether that be helping a stranger, donating money or volunteering time.

Locally we have seen many examples of generous and targeted leadership in the charitable space. Our friend and charitable role model is Theresa Gattung who has made a huge impact in areas that she is passionate about.

Looking into the future, we’re focused on using our skills, experience and capital in new ventures (both charitable and commercial) that aim to make New Zealand a better place.

Robinson Family Foundation

The Robinson Family Foundation will be our primary vehicle for our charitable efforts. We’re focused on areas that are critical to our future wellbeing. Our key areas of focus will be:

  • Children and youth.
  • Healthcare.
  • Women in business.

The Robinson Duo have developed a strong interest in healthcare, founding Tend Health. We believe our most important legacy is to help to create a healthcare system that is more equitable and accessible, both for patients and aspiring medical professionals.

Our focus to date

For the last 15 years we have supported a range of charities in the areas listed above. Through our roles as Founders & Co-CEOs of My Food Bag (2012 – 2018) Cecilia and James also spearheaded My Food Bag’s donation programme which was gifting 10,000 meals per/month under their leadership.

My Food Bag launched its Christmas Gifting programme in 2013 under the watchful eye of Cecilia and James, gifting boxes of essential items and food to families in need at Christmas. With the generous support of My Food Bag foodies, the programme has subsequently donated over 100,000 gifts and essential items to people in need throughout New Zealand working closely with various charities including City Missions.

In April 2016, the Robinsons launched New Zealand’s most generous private company parental leave scheme (at the time), providing parents with 18 weeks of paid leave at 100% of their salary. Under their tenure a Living Wage was introduced they also launched an Employee Relief Fund where staff could access support from the business for unexpected life events.

As COVID-19 hit New Zealand in March 2020 the Robinsons brought together the My Food Bag founder group to donate tens of thousands of meals to families in need throughout New Zealand. In addition, we’ve supported a variety of local and global causes supporting our communities through the issues brought about by the pandemic.

Prince’s Trust (PTNZ)

Cecilia is a founding trustee of the Prince’s Trust New Zealand. The trust began in 1976, when HRH The Prince of Wales had a bold idea. Having completed his duty in the Royal Navy, His Royal Highness became dedicated to improving the lives of disadvantaged young people in the UK. He founded the Trust to deliver on that commitment.

Their mission is to activate young New Zealander’s as the designers, authors, dreamers, creators and workers for a more equitable, sustainable and prosperous future.

The Trust announced that it had supported one million young people globally to date in September 2020. In addition, James and Cecilia have both served on the PTNZ board and provide mentoring opportunities for youth through the Prince’s Trust.