Senior Leadership Team
My Food Bag’s senior leadership team bring a depth and breadth of experience across multiple industries including FMCG, services, and e-commerce. With a balanced representation of men and women, the team work collaboratively together to effectively lead the business strategy and culture. With an equal representation of men and women, the team work collaboratively together to effectively to lead the business strategy and culture.
MARK ‘WHITEBAIT’ WINTER
CHIEF EXECUTIVE OFFICER
Mark drives the team to do the basics brilliantly every week while also developing and implementing the long-term vision and goals. He is responsible for all day-to-day management decisions.
Past experience:
- Chief Financial Officer, My Food Bag (2019 – 2022)
- Group Financial Controller, Fonterra Brands NZ (2016 – 2019)
LOUISE ‘NACHO‘ NEWSOME
CHIEF FINANCIAL OFFICER
Louise leads the finance function and has primary responsibility for planning, implementing, and controlling all finance related activities. She achieves this with a collaborative team focused on strong business partnerships and providing insights that support effective decision making across the business.
Past experience:
- Chief Financial Officer, Ray White Damerell Group (2020 – 2022)
- Chief Financial Officer, Southern Cross Travel Insurance (2017 – 2019)
- Financial Controller, Southern Cross Travel Insurance (2009 – 2017)
PAUL ‘PARMESAN’ KELLY
CHIEF OPERATIONS OFFICER
Paul oversees a broad team, and is responsible for sourcing, operations and logistics. This includes the procurement of quality ingredients, management of our assembly operations in both the North and South Islands, as well last mile logistics. Paul also leads the compliance functions covering both health and safety and food safety.
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)
CRAIG ‘COFFEE’ JORDAN
CHIEF DIGITAL AND GROWTH OFFICER
Craig leads the company’s digital, technology, data and growth teams. These teams drive transformation across the business, support key processes and enable growth and efficiency through data. Craig also leads the MFB ecommerce trading function focused on improving revenue through our digital channels.
Past experience:
- Chief Digital Officer, The Warehouse Group (2014 – 2017)
- Various executive and senior leadership roles, Trade Me (2007 – 2014)
TRISH ‘TERIYAKI’ WHITWELL
CHIEF CUSTOMER OFFICER
Trish leads both Customer Love and Brand Marketing at My Food Bag. She heads the Brand Marketing team to deliver campaigns that build awareness across the brand portfolio and drive business growth through new product development and evolution of existing offerings. Through her leaderships of the Customer Love team, she champions a seamless customer experience that strengthens brand loyalty and satisfaction.
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
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)