Meet Jenny Cao – The Ingredient Innovator Helping Shape HelloFresh NZ Menus

Her role sits at the intersection of customer feedback, supplier innovation and recipe development. Each week, Jenny reviews recipe feedback and customer sentiment data, looking for patterns in what Kiwis are loving – or where improvements can be made. From there, she collaborates across procurement, operations, and culinary teams to test solutions, refine ingredients, and adjust recipes – always with the customer experience in mind.

One of Jenny’s favourite aspects of her job is problem-solving. Working across both New Zealand and Australia, she knows that what works in one market doesn’t always translate to the other. A recent example? Avocados. A beloved Kiwi staple, but also one of the most challenging ingredients to get right.

“We realised many customers were putting their avocados straight into the fridge, meaning they weren’t ripe when people went to cook. It wasn’t that the avocados were bad, but timing was tricky. We trialled different ripeness levels, introduced reminder stickers, and even rethought which recipes included avocados so customers could enjoy them at the right moment.” This attention to detail – thinking about how customers really use ingredients in their homes – sets HelloFresh apart.

When Jenny first joined, she expected a corporate environment shaped by HelloFresh’s global reputation. Instead, she found an open, collaborative culture. “From the outside you might think it’s a big international corporate, but behind the scenes it’s real people building genuine relationships. We bounce ideas off each other, test things together and trust each other.”

Sustainability is another passion that connects Jenny personally to HelloFresh. With a background in material science and chemical engineering, she has long been interested in how packaging and food systems can be made more efficient and sustainable. Years before she joined the business, Jenny was a HelloFresh customer who wrote letters urging the company to improve its packaging. She even spent a summer working in the pick and pack warehouse, gaining first-hand insight into the operational side of the supply chain. Today, she’s proud to see the improvements she once called for now in action – from recyclable cold pouches to reducing ice packs and donating surplus stock to KiwiHarvest.

As part of HelloFresh’s partnership with KiwiHarvest, Jenny has also volunteered at food distribution sessions, where she saw firsthand how surplus ingredients reach communities in need. It was a full-circle moment: not only helping reduce food waste, but also witnessing the positive social impact of initiatives she now plays a part in driving forward. Looking ahead, Jenny is excited about innovations that make mealtime easier without sacrificing nutrition.

“Pre-marinated and pre-prepped items are great because they save time for people who are busy, but they still deliver flavour and quality. It’s about helping Kiwis eat well, even when life is hectic. And I know many of these innovations start with me, which is really exciting.” When asked about her favourite HelloFresh dish, she doesn’t hesitate: a tofu curry soup. “I’d never put tofu in a curry before – but it works beautifully. It’s one of those combinations you wouldn’t expect, but that’s the magic of HelloFresh. You are constantly learning new ways to enjoy food.”