Surety of supply from citrus growers is always a challenge for First Fresh. The goal for 2015 was to create grower envy through targeting the head and heart of their growers. As a result, the LRA (Loyalty Recognition Agreement) was developed.
A full campaign was developed around the grand launch of the LRA, held in Gisborne. The launch event attracted over 200 growers, with over 60 growers signing up immediately after