Mega Prime Foods Inc. (MPFI), the company behind the Philippines’ leading Mega Sardines brand, celebrates its 50th anniversary with a deepened commitment to providing quality, affordable food to Filipino households.
With a strong portfolio, including Mega Mackerel, Mega Tuna, Mega Prime Quality fruits and vegetables, Jimm’s Coffee Mix, and more, MPFI continues to serve millions daily and holds a dominant 26 percent market share in the sardines category.
“We became the number one sardines brand in the Philippines. Not because we had the biggest resources, but because we had the biggest heart. We want to give back to the people who made our success possible,” said MPFI president and CEO Michelle Tiu Lim-Chan.
As part of its milestone year, MPFI launched the P50-million Mega Milyonaryo promo and an anniversary video featuring long-time ambassador Sharon Cuneta.
MPFI is targeting to double its business every five years by strengthening its 135,000-strong local distribution network and expanding its global footprint.
“It is an audacious goal, but one we believe is entirely within reach, because we are building with insight, scaling with discipline, and growing with purpose. We are present in the daily lives of Filipino families. We will make sure MEGA is even more accessible—abot-kaya, maaasahan, at tunay na pang-Pinoy,” said MPFI chief growth and development officer Marvin Tiu Lim.
The company is now present in the UAE through a partnership with Baqer Mohebi Enterprises, available at Costco in Canada, and growing in Europe and the US.
MPFI is also making strides in wellness, with the acquisition of Jimm’s Coffee Mix and Mega Sardines recently earning a “Superfood” endorsement from the US-based Medical Wellness Association.
MPFI drives impact through sustainability and community programs. Its Mega Bigay Sustansya initiative has served nearly 500,000 meals to children since 2019, while the Mega Malasakit Mission delivers nutrition, education, and care directly to underserved barangays.