Mega Prime Foods Inc. celebrated 50 years of feeding Filipinos canned nostalgia and mackerel dreams as it clung to its status as the country’s top sardine brand with a 26% market share in 2023.
Behind the empire is MPFI, a family-run conglomerate that quietly controls your grocery shelf—from sardines and tuna to questionable coffee with mushrooms and celebrity-endorsed juices.
The anniversary celebration featured a syrupy video starring Sharon Cuneta and a ₱50-million promo, because what better way to say “thank you” than through an elaborate raffle.
With over 135,000 local retail touchpoints and ambitious plans to double business every five years, MPFI announced its goal to colonize global grocery aisles from Dubai to Costco in Canada.
Mega Sardines now boasts a “Superfood” endorsement from a U.S. wellness group, conveniently timed to make ginseng-laced coffee sound like medicine and fish in oil sound like kale.
The company also flexed its moral compass by highlighting token efforts in sustainability, including renewable energy use and the ever-so-photogenic “Mega Ocean Cleanup.”
Its charity arm, Mega Tiu Lim Foundation, claims to have fed half a million meals since 2019—because nothing says social responsibility like giving back a fraction of what you’ve earned off the masses.
MPFI’s executives waxed poetic about family unity in business and agile decision-making, while aiming to grab 10% of their profits from exports and 100% of your pantry space.
Leave a Reply