Back to Corporate Site

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.


Jeffrey Bleich

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)

Jeffrey Bleich

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)

Cassie Crumpet Ormand

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)

Jeffrey Bleich

POLLY ‘POMEGRANATE’ BRODIE

HEAD OF DEVELOPMENT KITCHEN

Polly leads the Culinary team, where creativity, flavour, and strategy come together. With a background in nutrition, she ensures every menu is as nourishing as it is delicious. Polly’s team is responsible for the recipes My Food Bag customers cook each week from designing menus, developing new ingredients, and creating the rich culinary content that brings each dish to life.

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 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)

Jeffrey Bleich

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

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)