Telling the story
First Fresh is New Zealand’s largest citrus and persimmon supplier to the domestic market. They supply Foodstuffs, Woolworths and large independent fresh produce retailers. They also export produce to the US, Australia, Malaysia, Indonesia, Canada, Japan, Vietnam, China, Thailand and UAE. First Fresh is NZ’s largest persimmon exporter.
First Fresh works with approximately 150 local growers, and with unwavering loyalty to the Tairāwhiti region, they have been rewarded with the best local growers – many of whom are second generation in the First Fresh family. This family has been grown over decades, comprising long-serving staff, growers and customers.
So First Fresh has a truly unique story to tell, which needed to be brought to life. They approached Tracta to position the brand and create an online presence that was fresh and engaging, to drive consumer awareness of the First brand.
The category norm
Fresh produce marketers often focus on products at a B2B level… so the opportunity for First Fresh was to inspire and engage consumers first and foremost, outlining what First means and showcasing the First Fresh family of growers.
The standout idea
A family of Firsts.
The First flagship brand says it all: First to see the sun, First in quality, First in flavour. Embodying the premium freshness and taste of Gisborne-grown produce, First is for those who expect the very best from their fresh fruit.
Outstanding execution
We created a user-centric website experience that put family, quality and sustainability at the forefront to help educate consumers and visitors to the site that what First Fresh stands for is really quite special. The outcome of the website was exceptional. So much so, it won multiple awards
Client
Capabilities
- Creative & Design
- Digital & Platforms
Awards
Website
