Loyalty programme.

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
the event.