As global demand for high-quality, ethically raised meat grew, First Light Farms needed a robust digital presence that could serve multiple regions, communicate their unique story + provide an effortless shopping experience.
First Light, a pioneering New Zealand company, is redefining premium meat with its 100% grass-fed Wagyu beef, pasture-raised venison and more.
Previously, their digital presence was fragmented across separate websites for New Zealand, the U.S., and their exclusive Steak Club.
As global demand for high-quality, ethically raised meat grew, First Light needed a unified, scalable platform that could serve multiple regions, tell their unique story, and provide a seamless shopping experience.
Calibrate, as the preferred digital agency to First Light, worked to consolidate their digital ecosystem into a single, cohesive eCommerce platform. The new site integrates regional fulfilment, manages complex inventory and 3PL business rules, and personalises content based on location and user preferences - ensuring a smooth and engaging experience for customers worldwide.
An integrated companion app further deepens engagement, connecting enthusiasts with recipes, cooking techniques, and a passionate community of like-minded steak lovers.
Calibrate worked with MTF Finance to set clear measures for success across the customer journey. These were built into a real-time marketing dashboard that all stakeholders could access. We also merged offline business data into the report to track actual business results – not just online leads.
Media planning and management
Calibrate took responsibility for driving the digital advertising channels, activating and converting traffic from paid social, search, display and video.
Dedicated campaign landing pages
Calibrate built landing pages to support the digital campaigns, working with agency partners to ensure consistency of the brand and messaging throughout the customer journey. The landing pages included multiple variants which were tested to understand the most effective approach for converting visitors.
Crafting a Content-Rich Experience
First Light's brand is built on storytelling - sharing their commitment to ethical farming, sustainable practices, and premium quality. Calibrate designed an engaging content framework that seamlessly blended education with commerce.
Rich visuals, interactive elements, and farm-to-table narratives provided an immersive brand experience while supporting SEO and conversion goals.
The result was a site that balanced high-quality storytelling with intuitive navigation, ensuring customers could easily learn, explore, and purchase.
Integrated Steak Club Community
To enhance loyalty and customer engagement, we helped create the exclusive First Light Steak Club, connecting customers with the brand's story and premium products.
Members gain access to a rich library of recipes, cooking techniques, and expert insights, while fostering a global community of beef enthusiasts.
The exclusive integrated app encourages exploration of First Light's premium cuts, celebrates their unique flavour, and emphasises the positive environmental impact of sustainably raised beef.
With community-driven content, the platform aims to convert casual customers into lifelong brand advocates.
Seamless System Integrations
With a growing customer base, First Light required a digital ecosystem that could support operational efficiency and scale effortlessly.
Calibrate managed complex integrations and business rules, developed new subscription offerings and solidified 3PL inventory systems allowing for the automation of order fulfilment and streamlining of internal processes.
The result was a system that empowered First Light's team while delivering a frictionless shopping experience for customers worldwide.
A Foundation for Future Growth
By blending high-performance eCommerce with rich content and an intuitive user experience, First Light's digital evolution created a seamless and engaging customer journey.
With scalable infrastructure, smart integrations, and a customer-first approach, the brand is now well-positioned for sustainable global growth while staying true to its commitment to quality, transparency, and innovation.
Technology Stack
The Results
The transformation of First Light’s digital ecosystem has streamlined operations, enhanced customer engagement + set the foundation for long-term global growth.
Unified eCommerce & Higher Sales – Merging the NZ, US, and Steak Club sites into one seamless platform has streamlined the shopping experience, boosting conversions and average order values.
Optimised Inventory & Delivery Management ensures smooth fulfilment across regions.
Stronger Customer Engagement & Loyalty – The Steak Club app has fostered a highly engaged community, offering exclusive content and premium cuts, and rewards that drive repeat purchases and deepen brand loyalty.
Scalability for Global Growth – A robust, scalable infrastructure supports international expansion, with seamless fulfilment integrations and advanced personalisation creating a smooth, localised customer experience.
Optimised Performance & User Experience – Faster load times, intuitive navigation, and responsive design have enhanced the user journey, while rich content and interactive elements reinforce First Light’s commitment to quality, sustainability, and innovation.
“We've delivered a record year for sales, which included the biggest month in MTF Finance history. This is the outcome of a year of investment in new products, marketing + improving technology.”
