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 DTC 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 USA, 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 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 in each market.
An integrated companion app on iOS & Android further deepens engagement with the brand, connecting enthusiasts with recipes, cooking techniques, and a passionate community of like-minded steak lovers.
Crafting a Content-Rich Shopping Experience
First Light's brand is built on storytelling - sharing their commitment to premium quality, sustainable practices and ethical farming. 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.
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.
Accelerating Growth with Smart Media
Calibrate are also tasked with media strategy and management for First Light NZ to grow brand awareness and online sales. Ecommerce revenue is driven by a combination of always-on performance campaigns and ad hoc / seasonal promotional activity that drive sales over key periods.
We manage and optimise advertising-specific product feeds that are sent into Google Ads & Meta Ads to power Google Shopping and other dynamic advertising campaigns.
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.
+168
%
Increase in conversion rate
+48
%
Increase in revenue (NZ)
+35
%
Increase in revenue (USA)
“Working with Calibrate on our new website made a very daunting and complex project much more manageable. Calibrate were very good at sticking to the timeline and pivoting and making adjustments throughout the process. They offered great ideas and were very solution orientated to make our ideas a reality. We are thrilled with the new website.”
