All eyes have been on Nadia Lim since winning the MasterChef New Zealand crown in 2011.

Since the show finished, she has launched a cook book as well as a website and will soon feature on the New Zealand series of My Kitchen Rules as a guest judge.

In addition to being a celebrity chef she is one of three women behind My Food Bag, a company which delivers customers with food and recipes, aiming to take the stress out of cooking.

The service has taken off in Auckland, Wellington and Hamilton and is now being launched in the Bay of Plenty.


My Food Bag was developed by 2013 Young Entrepreneur of the Year Cecilia Robinson together with Lim and prominent business leader Theresa Gattung.

Read more:
My Food Bag trio eyeing Aussie kitchens
Consumer Watch: Value in boxes of goodness

Lim and Ms Gattung were in Tauranga this week as part of the Bay of Plenty launch, which they said was spurred on from high demand in the region.

A distribution centre creating one full time job and six part time jobs was set up just north of Matamata to service the new catchment areas.

Local Bay of Plenty and Waikato suppliers to My Food Bag include Frank's Sausages, Smokey Seafood and Harmony Meats. Lim, who said she frequently visited the region, said the area was well known for its fresh produce.

Lim said the main focus of My Food Bag was to enable people to eat healthy and nutritious food, without the stress of planning and shopping.

"I just wanted to be able to help people and give them the education about eating healthy food."

She said she was stoked with the reception the business has received.

"I knew it would be popular but I didn't expect it to be this popular," she said.

"We have had some amazing feedback from people."