COMPANY HISTORY AND PROFILE

First Fresh NZ Ltd is a Gisborne based fruit and produce marketing company formed in 1989 by chairman Bill Thorpe. The creation of a marketing organisation to represent his considerable growing and packing interests was the logical next step. In the ensuing 19 years First Fresh has become a stalwart of the Gisborne Horticultural scene. It is the longest serving marketing company in the region and together with sister company NZ Fruits Ltd provides shareholder and independent growers with first class post harvest facilities and over 100 years of combined experience in marketing and orchard management.


Gisborne, first city in the world to see the sun each day, is located on the east coast of the North Island, in a region inappropriately named Poverty Bay. As an alluvial plain in a temperate climate the region boasts highly fertile soils perfect for wide range of horticultural activity.

First Fresh enjoys a strong presence in both the domestic and export marketing arena for a wide range of products and has demonstrated strong growth over the last six years. It is the leading supplier of citrus to the NZ domestic market, commands around 40% of the national Persimmon crop and around 25% of the export Asparagus market.

A dedicated team of marketing, orchard management and support staff strive to maintain the highest levels of service to grower and customers alike. Product Managers are assigned to each crop and control all “tree to trolley” elements; including procurement, grower liaison, packing and marketing.

With significant supply from shareholder growers there is strong emphasis on grower servicing and information flow. The result is a better interface between grower and market and ultimately this results in complete customer and grower satisfaction.

Over the last 2-3 years First Fresh has placed significant emphasis on increasing its direct export business and maintaining a 12 month presence with key customers. This has led to an increase in the product range and the inclusion of crops from outside the Gisborne region.

First Fresh NZ Ltd and NZ Fruits Ltd site, Gisborne New Zealand