James Robinson

James Robinson

Founder & Co-CEO

James is Cecilia’s partner in life and business. As co-founder of Tend Health, My Food Bag and Au Pair Link, James has run the Marketing, Digital and Finance teams of each company. James is also well-versed in M&A transactions having led the sale processes for My Food Bag and Au Pair Link as well as the recent capital raise for Tend.

Currently the Co-CEO of Tend Health, James was previously the Co-CEO of My Food Bag (alongside Cecilia) – NZ’s third largest food retailer. James understands the governance requirements in modern high growth, digital businesses. With experience in industries ranging from health to childcare and food, James understands what it takes to be successful no matter the market. In early 2022, James joined the board of the SPCA to support animal welfare in New Zealand.

Awards and recognition include:

  • Westpac 2017 Supreme Business Excellence Award (My Food Bag)

  • Deloitte Fast 50 National Rising Star Award 2014 (My Food Bag)