Dec Penfold

Dec Penfold is the founder of Dec’s Kitchen & Virtual Brands New Zealand (VBNZ).  

Dec's Kitchen is a food consultancy working with global businesses, brands and influencers with taste. Providing end-to-end food & hospitality services, Dec’s Kitchen strikes the right balance between quality, speed and execution. VBNZ is New Zealand's first virtual brand consultancy. VBNZ creates and scales homegrown concepts alongside licensing internationally-successful virtual brand concepts from the UK, US and Australia.   

At Dec’s Kitchen, he has worked with FMCG brands and influencers to create some of the most commercially successful brands in a host of different markets. Dec was the culinary mind behind Sides, the fastest growing virtual brand in the UK and has created brands with Heinz, Ben & Jerry's, Doritos and more recently Millie Bobby Brown.  

Prior to launching Dec’s Kitchen and VBNZ, Dec led the New Virtual Brands Development team at Deliveroo UK where he created, launched and scaled virtual brands across markets globally. Dec's career began behind the pass as a chef, working his way around all elements of the industry, including experience at gastro-pubs, hotels, QSR’s and high street chains across the UK and Europe.