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Senior Leadership Team

My Food Bag’s senior leadership team have an average tenure at the company of 4 years. The team bring a depth and breadth of experience across multiple industries including FMCG, services, e-commerce and media. The team have backgrounds that encompass early phase start-ups through to corporates within New Zealand and overseas. With an equal representation of men and women, the team have a proven track record of working effectively to lead the business strategy and culture.


Jeffrey Bleich

KEVIN ‘BACON’ BOWLER

CHIEF EXECUTIVE OFFICER

Kevin drives the team to do the basics brilliantly every week while also developing and implementing the longterm vision and goals. He is responsible for all day-to-day management decisions.

Past experience:

  • CEO, Frucor Suntory Beverages NZ (2016 – 2018)
  • CEO, Tourism New Zealand (2010 – 2016)
  • CEO, Yahoo!Xtra (2007 – 2009)

Jeffrey Bleich

MARK ‘WHITEBAIT’ WINTER

CHIEF FINANCIAL OFFICER

Mark leads the finance function and has primary responsibility for planning, implementing, and controlling all finance related activities. He achieves this with a collaborative team focused on strong business partnerships.

Past experience:

  • Group Financial Controller, Fonterra Brands NZ (2016 – 2019)
  • Commercial Manager Operations & Supply Chain, Fonterra Brands NZ (2015 – 2016)
  • GM Commercial Operations, Fonterra LATAM (2014 – 2015)

Cassie Crumpet Ormand

PAUL ‘PARMESAN’ KELLY

CHIEF SUPPLY CHAIN OFFICER

Paul oversees a broad team, and is responsible for the entire supply chain. This includes the procurement of ingredients, our assembly operations in both the North and South Islands, as well as the logistics and compliance functions.

Past experience:

  • General Manager – Dairy Process Excellence, Fonterra (2021 – 2022)
  • Director Technical Excellence (Acting), Fonterra (2019 - 2021)
  • General Manager – Value Chain Centres of Excellence, Fonterra (2016 - 2019)
  • Director Operations, Fonterra Brands (2012 – 2014)

Jo Manchego Mitchell

JO ‘MANCHEGO’ MITCHELL

CHIEF CUSTOMER OFFICER

Jo leads the teams who are focused on understanding, engaging with, and enhancing the experience our customers have with My Food Bag. The eCommerce and Brand Marketing teams create and implement strategies and campaigns to drive revenue growth and the Customer Love team ensures My Food Bag delivers an award winning customer service experience, and constantly delights our customers.

Past experience:

  • Marketing Director, DB Breweries (2020 – 2021)
  • Director of Marketing NZ, McDonalds Restaurants NZ (2013 – 2020)
  • Marketing Manager Coffee UK, Kraft Foods (2007 – 2011)

Jeffrey Bleich

POLLY ‘POMEGRANATE’ BRODIE

HEAD OF DEVELOPMENT KITCHEN

Polly leads a passionate team in designing new recipes each week while maintaining a strong focus on ingredient margin and My Food Bag’s high nutritional standards.

Past experience:

  • Development Kitchen and Nutrition Manager, My Food Bag (2015 – 2018)
  • Recipe Development and Test Kitchen Chef, My Food Bag (2014 – 2015)
  • Sous Chef, Motor Yacht Sirona III (2012 – 2014)

Jeffrey Bleich

CRAIG ‘COFFEE’ JORDAN

CHIEF DIGITAL OFFICER

Craig manages all digital, technology and data functions, leading a capable data driven team responsible for maintaining and enhancing My Food Bag’s proprietary e-commerce platform, along with providing actionable data insights.

Past experience:

  • Chief Digital Officer, The Warehouse Group (2014 – 2017)
  • Various executive and senior leadership roles, Trade Me (2007 – 2014)

Jeffrey Bleich

TRISH ‘TERIYAKI’ WHITWELL

HEAD OF INNOVATION

Trish drives business growth through the creation of new products and the evolution of existing products. She runs a collaborative innovation process that allows My Food Bag to respond quickly to market changes.

Past experience:

  • Head of Marketing, My Food Bag (2016 – 2017)
  • Marketing Manager – Meadow Fresh, Goodman Fielder (2015 – 2016)
  • Marketing Manager – Digital Channels, TVNZ (2011 – 2013)

Cassie Crumpet Ormand

CASSIE ‘CRUMPET‘ ORMAND

HEAD OF PEOPLE AND CULTURE

Cassie drives performance and culture within the business by ensuring sound frameworks and processes are in place to attract and retain great people and enable them to achieve. She leads a team that offers commercially focused advice in partnership with the business to drive culture, capability and communication.

Past experience:

  • Head of People & Culture, Plan B (2019 - 2021)
  • Senior HR Business Partner, Goodman Fielder (2018 - 2019)
  • Head of HR AMEA, Rexam Beverage Can (2014 – 2017)