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

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.

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 SUPPLY CHAIN 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 a passionate team who are responsible for both recipe development and food photography. The culinary team design the menus and recipes as well as sourcing and developing new ingredients. The team ensure that not only is the product delicious, but ingredient margin is maintained while upholding My Food Bag’s high food quality and nutrition 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 AND GROWTH 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. Craig also leads the growth marketing team to drive customer acquisition and retention through 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 MARKETING OFFICER

Trish leads the brand marketing team to create and implement campaigns that strengthen and grow awareness of My Food Bags’ portfolio of brands. Trish also drives business growth through the creation of new products and the evolution of existing ones. 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)