Mega Prime Foods Inc., the country’s leading canned sardines producer, is marking its 50th year with a grand nationwide giveaway and a renewed push for global growth.
The company is giving away ₱50 million in prizes over the next six months through its ‘Mega 50 Years’ anniversary campaign, featuring specially marked cans of Mega Sardines and Jimms Coffee.
Consumers can find a unique code under each easy-open can lid, which they can submit via Facebook to win instant GCash rewards or enter monthly draws for a chance to win a brand-new car or ₱1 million in cash.
“We’re very excited. We’re hopeful that this will help boost sales,” said Chief Growth and Development Officer Marvin Tiu Lim. The company is targeting a 28% increase in overall sales and market share this year, up from its 26% dominance of the local canned sardines market in 2023.
As part of its anniversary celebration, Mega Prime is also eyeing significant international expansion. The company currently exports to 30 countries, mainly those with large overseas Filipino communities, but aims to double its export revenues, which currently make up 5% of its business.
The company’s flagship product, Mega Sardines, recently received a “superfood” certification from the U.S.-based Medical Wellness Association (MWA), bolstering its position among health-conscious consumers globally. “We want to teach the world that sardines from the Philippines are very nutritious,” said President and CEO Michelle Tiu Lim-Chan.
Mega Prime Foods began as a fishing company before entering sardine production in 1990. Despite tough competition from 26 other brands, it rose to the No. 1 spot within 15 years. Today, it produces up to 3 million cans per day—comparable to Portugal’s annual sardine output.
The company’s recent acquisition of Jimms Coffee, a well-known healthy coffee brand, is also expected to help fuel its growth. According to Michelle, Jimms played a key role in boosting sales across food categories and complements the company’s diversification strategy.
Marvin Tiu Lim emphasized the company’s vision to double its business every five years. “Part of our long-term strategy is to horizontally diversify and expand, including acquisitions of different brands that need help, whether partnerships or complete acquisition,” he said.
Mega Prime is also investing over ₱1 billion this year in capital expenditures, mainly for domestic food manufacturing operations. While the Philippine market remains a priority, Michelle noted the company is open to acquiring other local legacy brands and potentially venturing into health and wellness products.
Sustainability remains central to the company’s operations. Mega Prime strictly adheres to the government-mandated 3-month fishing ban to allow fish like mackerel to spawn, uses standard nets to avoid catching young fish, and reports stable catch volumes despite wider industry concerns.
Amid a global trade shift, Mega Prime also sees opportunity. “China cannot replicate our sardines. Ours are really fresh, so they cannot compete with us,” said Michelle. She added that sourcing materials from China has become more cost-efficient due to lowered prices amid reduced U.S. demand. (with reports from Carlos Aragon)
