An initiative to reward hard-working supermarket staff going the extra mile amidst the
many challenges of Covid-19 has already had a heart-warming response.

First Light, producers of New Zealand grass-fed Wagyu beef and premium farm-raised
venison, launched a "Feed the Frontline" social media campaign at Easter, asking for nominations of supermarket workers who are "still smiling, demonstrating patience or
making sacrifices" in order to help Kiwis get food on the table during the alert level 4
lockdown. Thirty nominees will receive gift packs of First Light premium meat to share
with their bubbles.

First Light chief executive Jason Ross says he felt it was important to recognise the huge role supermarkets and food stores have played in the response to Covid-19.

"We know how hard everyone at the retail level is working right now. We see it, we understand how challenging it is and we appreciate that, if it wasn't for supermarkets, companies like ours would be struggling to make it through."


The initiative, for which nominations close this Sunday, April 19, has already seen more than 100 names put forward, and Ross said the comments from Kiwi shoppers had been

"It's been fantastic to read about the people stocking shelves, sanitising trolleys or controlling queues who are really making people's days with a smile, a joke, or a gentle
word. During such a confusing and bewildering time, it's clear New Zealanders are doing what New Zealanders do best, which is work together, help each other, and remain calm
and kind. We're seeing that in our communities, and we're seeing it at our supermarkets."

■ To nominate a local supermarket staff member go to First Light's Facebook or
Instagram page, and leave a comment.