Surety of supply from citrus growers is always a challenge for First Fresh. The goal for 2015 was to create “Grower Envy”. To achieve this, First Fresh targeted the head and heart of their growers. ‘Head’ through rewards and ‘Heart’ through awards. As a result, the LRAs (Loyalty Recognition Agreements) were developed. There are approximately 300 citrus growers in Gisborne and First Fresh wanted to get commitment from as many of their loyal suppliers as possible, while also attracting semi and non-suppliers to First Fresh. The aim was to sign up the majority of their 100% loyal suppliers to the LRA (elite level) and to convert semi-loyal suppliers to 100% First Fresh suppliers.
A full campaign was developed around the grand launch of the LRA agreement, held in Gisborne. An LRA landing page takeover, wrapped their website to countdown to the event, with an online registration form to capture registrations/data. Press ads were developed in order to create excitement around the countdown to the event. A DM piece consisting of a bottle of 2013 Te Mata Coleraine wine in an etched box and a personalised message stating “We think your loyalty’s worth more than this” was sent to 100% loyal suppliers to thank them for their loyalty. The same DM was sent to semi-loyal suppliers (an etched wine box with a different message) without a bottle of wine and the message “To thank you for being a valued supplier, we’d like to offer you a choice” – the aim of this was to encourage semi-loyal suppliers to choose the LRA agreement over the bottle of 2013 Te Mata Coleraine. The LRA launch event attracted over 200 growers – with Eric Rush (ex-All Black) entertaining the crowd plus a draw of four growers who won an all expenses paid trip to AsiaFruit in Hong Kong.
Initial results show that over 60 growers have signed up to the LRAs to date, and the whole concept has the industry talking.