My Food Bag - The IPO

Cecilia Robinson is her name and My Food Bag is her game.

Launching in 2013 and taking her husband on, Teresa Gattung, Nadia Lim as ambassadors and investors MFB claims to have thousands of customers throughout New Zealand and delivering approx $140 m in revenue with no mention anywhere of any profit being delivered.

MFB had a go at the Aussie market but withdrew last year because it found its competition too tough - my emphasis.

Now lets get down to the nitty gritty. This story/press release out yesterday in stuff fails to mention that they have already tried OZ and retreated.

"My Food Bag would continue to focus on its New Zealand customers, and there were no plans to branch into Australia or any other overseas markets, Robinson said".

That really has Teresa Gattung fingers all over it. 

In her previous life as CEO of Telecom such pearls of wisdom were regularly up on the NZX as press releases.

With Nadia shes cool but she apparently sold a share of the business to Waterman Capital for approx $6m.

So at the moment ownership is unclear but you can bet that all 3 of the main holders have remained so to some extent.

Not much is known about the founder Cecilia Robinson except to say that everything looks sweet and lovely. In case your wondering i am suspicious because there is a lot of positive stuff written about her on the net/Newspapers and magazines.

Not a lot of negative.

Still that maybe cause I have a natural skepticism when it comes to me putting down money on something like this.

With that in mind I will leave it to the IPO managers at Waterman Capital to come out before the IPO with facts and figures. 

So far sadly lacking from anything out so far about My Food Bag.

I am not participating in the IPO.



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