First Light - the first choice for Californian 'meat geeks'

First Light - the first choice

Field Notes, powered by KPMG, is a weekly news update on news nationally and globally from the agri-food sector.

Ian Proudfoot

Global Head of Agribusiness, Partner - Audit

KPMG in New Zealand


[29 December, Country Life, Radio New Zealand]

There is a waiting list of Americans to be part of First Light’s Steak Club, where members have four 100 percent grass-fed Wagyu beef steaks delivered to their doorsteps. The club had 150 members, and its wait list is even longer than that. The only advertising for the club has been word of mouth according to CEO Jason Ross which shows the interest in First Light’s high-quality products. Member costs per month are NZD$160. The only way to become part of the club is to be referred from a club member, and club members gain access to an app, where they can show what they have cooked with the product. First Light aims to increase its 15,000 herd of Wagyu cattle to 30,000. For the second year in a row, the company took out gold at the 2019 World Steak Challenge.

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