My Food Bag co-founder Theresa Gattung has brought former Telecom colleague and advertising high flyer Kevin Roberts on board as the company's chairman.
Roberts, is the New York based Executive Chairman of Saatchi & Saatchi and was an independent director at Telecom from 2008 to 2014.
He has also become an investor in My Food Bag.
"At this threshold moment of expansion we're excited to welcome Kevin as chairman," Gattung said.
"Kevin's acumen in global business, brand-building and the food industry itself bring a formidable leadership gear as we go to the next level in this fast-expanding category."
Roberts is chairman of global advertising agency Saatchi and Saatchi worldwide, which has more than 6,500 staff in 130 offices globally. He stepped down as its chief executive last year after 17 years in the role.
Roberts said his broad knowledge base from working with companies such as PepsiCo, Gillette, Procter & Gamble and Lion Nathan would help boost the My Food Bag team.
"I think I can bring them some marketing expertise, I've been in marketing for a while, and I know something about new media through Saatchi," Roberts said.
"I know a bit about the food business, having been involved in Lion and at Saatchi being involved in a few things and I've led a few teams so hopefully I can bring some of that knowledge to the team." he said.
My Food Bag is a home delivery service which delivers weekly food bags to its customers with recipes, ingredients and cooking tips for the week's meals.
Food Bag was co-founded by Gattung, entrepreneur Cecilia Robinson and nutritionist Nadia Lim in 2013.
In the two years since it launched, My Food Bag has expanded into Australia with markets in Melbourne and Sydney, and revenue has grown to more than $40 million annually.
It says it has around 15,000 New Zealand customers.
Roberts said the company's success was based on its ease of use for people that wanted good food but were time poor.
"We're getting terrific recipes, fantastic healthy food which allows you to be creative, delivered to you," he said. "It removes probably 90 per cent of the pain points in the process, so I see this as a big thing."
A number of other companies similar to Food Bag have launched recently, delivering recipes and ingredients to customers, and Roberts said the category would continue to grow.
"I think this has huge potential," Roberts said.
"What you need are two or three players building the category, we all need to grow, we all need to invest and we all need to develop, so we want to create a market contestability.
"If the category continues to grow I think we're well positioned to lead that."