FirstClub’s brand film takes a strong stance on food quality. How do you ensure this messaging translates into tangible consumer trust beyond communication?

For us, trust is built in the product itself, not just in any form of communication.

The film may start and amplify the conversation, but what sustains it is consistency. Every order a customer receives has to reinforce what we’ve said. That means strict curation, saying no to products that don’t meet our standards, and maintaining quality across categories.

Over time, trust compounds when the experience matches the promise, every single time – and this is what we’ve seen over the past 10 months.

What were the key consumer insights that shaped the storytelling and tone of the brand film?

The biggest insight was the contradiction in how people perceive risk.

Consumers today are highly aware of emerging or “new-age” concerns, but tend to overlook everyday, habitual consumption, especially when it comes to their everyday meals.

We built the storytelling around that gap between perceived awareness and actual behaviour, while keeping the tone relatable, not preachy.

In a cluttered Q-commerce market driven by speed and discounts, how challenging is it to shift the conversation towards quality?

It’s definitely challenging, because the market and consumers have been conditioned to prioritise speed and price.

But that also creates a unique opportunity. When everyone is competing on the same levers, a clear point of view on quality stands out more sharply. This is where FirstClub clearly stands out by prioritising quality over anything else.

The real challenge isn’t communication – it’s backing that communication with real product decisions.

• How does FirstClub plan to sustain this “quality-first” narrative in the long term beyond the campaign phase?

By embedding it into the business, not just marketing. This means:

• Continuously strengthening sourcing standards
  
• Expanding the range of products that meet our criteria
• Building product and app experiences that make quality visible

The narrative sustains itself when it’s reflected in every customer interaction.

Could you elaborate on how your supply chain and sourcing practices align with the promise of eliminating harmful ingredients?

Our sourcing process is designed to be selective, not exhaustive.

We work closely with brands who are willing to meet our ingredient standards, and we audit products rigorously before they come onto the platform.

In many cases, this means fewer options, but much better ones. That trade-off is intentional and we constantly work towards it.

Our fruits and vegetables are graded for shape and size. The apples on the app are tested for sweetness using a tool called a brix meter. They are even pressure tested for crunch.

How are you measuring the success of this campaign—brand perception, consumer behaviour, or business outcomes?

We look at it across three layers:

Perception: Are people beginning to associate FirstClub with quality and trust?

• Behaviour: Are customers choosing us more consciously and coming back more often?
• Business outcomes: New customers, Retention, and share of wallet For us, success is when perception translates into habit.

With increasing scrutiny on food labels, do you see regulatory changes playing a role in strengthening your proposition?

Greater transparency and stricter regulations are a positive for the ecosystem overall.

They help raise baseline standards and increase consumer awareness. That said, FirstClub doesn’t rely on regulation as a trigger. We’ve taken a more proactive stance in defining our own benchmarks.

How does FirstClub plan to educate consumers who may not yet be aware of the impact of these 200+ banned ingredients?

Education has to be simple and accessible. We’re focusing on:

Breaking down complex ingredient information into easy formats

• Integrating this into the app experience
• Using content and storytelling to build awareness over time
• Partnering with influencers to spread the word

The goal is not to overwhelm consumers, but to empower them to make better choices.

What role does technology play in maintaining quality control and ensuring consistency across products listed on the platform?

Technology is a key enabler for consistency.We use it to:

Standardise evaluation and onboarding of products

• Monitor quality benchmarks across the platform
• Continuously refine our assortment based on feedback and data It allows us to scale curation without diluting standards.

Looking ahead, do you see FirstClub expanding this quality-first approach into new categories or services within the Q-commerce ecosystem?

Yes, that’s a natural progression.

Our approach isn’t category-specific, it’s philosophy-driven. As we expand, the same principles will apply across categories and services.

The goal is to build a platform where customers can trust not just what they buy occasionally, but everything they buy regularly.