First Fresh NZ Ltd

First Fresh NZ was founded in 1989 to service the packing and marketing requirements of growers within the region. Today, the company is largely employee-owned procuring and marketing fresh produce from the region domestically and off-shore, on behalf of more than 150 local growers. As such, it is the largest supplier of citrus to the domestic market and a significant exporter of citrus to Japan, USA and China, and Persimmons to Australia, Thailand, Hong Kong, Singapore, Malaysia, Canada, Indonesia and Taiwan. Access has also recently been granted to the USA and China and these markets are under development. Long-term sustainability of the local industry and wealth creation for growers is very much at the heart of why the company does what it does, and the way in which it does it. Underpinning First Fresh’s entire approach to business is their commitment to delivering the very finest produce to the end consumer. And it is this commitment that has given rise to the tree-to-trolley concept, whereby the company takes responsibility for the produce all the way through the supply chain. Tree-to-trolley is not just a theoretical marketing ploy. The entire business has been structured around this concept and has influenced the make-up of the team, guided the investment in infrastructure, resource and expertise, and directed the brand story behind the First Fresh name. Along with a team of procurement and marketing personnel, the company employs a technical manager to work directly with growers to produce more optimum fruit, along with a compliance manager who assists growers with NZGAP certification, Health & Safety and the requirements of the Food Act. To ensure consistency of quality, all fruit is packed at Seeka Gisborne – a world class, multi-crop post-harvest facility.