From their FAQs…
All Fresh Family Rewards members are eligible to receive a birthday gift from any Fresh shop in the United States and fresh.com during their birthday month. We regret that we are unable to send the birthday gift from fresh.com without an online purchase of $25 or more at the time of redemption. When picking up your birthday gift at one of our Fresh shops, please make sure to let one of our Fresh Alchemists know that you are a Fresh Family Rewards member by providing your registered email address. No purchase is necessary to receive your birthday gift at a Fresh shop.
FREE Gift from Fresh on Your Birthday