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Sustainable
and innovative

At First Fresh, we strive for sustainability and excellence right through our supply chain. We’re also focused on providing economic returns to New Zealand growers so they can continue to produce food locally. Imported fruit may be low cost for the consumer, but comes at a higher cost to the planet: greater water use, biodiversity loss, pesticide use and emissions from freight.

We call this holistic approach our Tree to Trolley philosophy.

Here’s what we’re doing: Together with our growers, we’re the guardians of more than 800 hectares of land in Tairawhiti Gisborne. We protect our environment via insisting on good agricultural practice and promoting R&D, sustainable growth, and applying technology to make our orchards smarter and reduce their impact on natural resources.

Research and
Development

We’re investing in R&D to support the entire New Zealand citrus and persimmon industry. We’re trialling new growing techniques, developing crop improvement programmes and tailoring new regimes and practices to suit local conditions.

Food Waste

We’re working with New Zealand universities to research methods of food waste reduction where fruit has cosmetic imperfections. Fruit left behind in an orchard is a significant source of carbon loss – and only happens because fruit is “cosmetically challenged”.

Conscious
Emissions

First Fresh measures its direct climate emissions and those generated by trading. We are working with our international partners to access the lightest footprint freight for our fruit.

Sustainable,
Selective Growth

We’re introducing and developing new citrus varieties suited to the Gisborne climate – and your tastebuds – while being mindful of our use of natural resources.

The Orchard of
the Future

We’re running a focus block group to explore new varieties and technology with our growers. It has:

A computer-monitored weather station to check air and soil temperature, soil moisture, humidity, wind, dew point and leaf wetness.
Monitored irrigation probes to ensure trees are watered at critical stages – and keep our water usage conservative.

We’re investing in the sustainable orchard of the future so our growers can adopt this technology in future.

Technology

First Fresh partners with technology providers in the horticulture sector to develop tools to help us get the right fruit to the right customer at the right time. Tools like Spectre help provide growers with real-time information about the size of fruit being picked. This helps ensure smaller fruit gets left to grow, while fruit that’s ready for eating gets picked.

Monitoring and
Grower Support

The First Fresh crop monitoring program is regarded as the most comprehensive in the district. Our scouts visit orchards weekly or fortnightly to check for any insect or disease activity. Field results are compared against district thresholds to determine what action, if any, is required. Integrated pest management ensures that where the biodiversity in the orchard is effectively managing pests, then no action is taken.

Seeka Gisborne

Our packing partner Seeka is Gisborne’s leading and most versatile post-harvest facility with a system that provides product traceability and quality assurance. Certified by the globally recognised BRCGS food safety standard, our packer has industry leading systems for traceability and food safety.

Providing
Employment

Trusted Food
Safety

First Fresh ensures all suppliers are meeting Good Agricultural Practice for Horticulture. This means all our production sites are inspected and verified annually to ensure they meet NZGAP or equivalent Good Agricultural Practice standard – and you and your family can eat with confidence.

Transparency

A transparent view of our business practices gives growers, retailers and consumers assurance of our accountability, traceability and quality control.