Mega Prime Foods Marks 50 Years of Feeding Filipino Families with Heart and Purpose

 Celebrating a half-century of trust, innovation, and community impact

Mega Prime Foods Inc. (MPFI) recently celebrated a golden milestone, 50 years of nourishing Filipino households with quality, homegrown products. From its humble beginnings as a small fishing operation in Bicol in 1975, MPFI has grown into a household name behind the country’s top sardines brand, Mega Sardines.

The company honored this remarkable journey with a grand gala attended by employees, partners, and industry leaders, celebrating not just the brand’s success, but the people and values that shaped it.

From Fishing Boats to Filipino Homes

“What we had was a big dream: to bring quality food to every Filipino home,” shared William Tiu Lim, MPFI Founder and Chairman. “We started by supplying fish to Manila canneries. It was never easy—but through faith, hard work, and the dedication of many, we endured.”

Lim’s new book, “The Heart of the Catch: 50 Mega Lessons on Business, Life and Faith”, captures the company’s most valuable insights from five decades of entrepreneurship. “This book is a tribute to everyone who helped build Mega. It’s about real challenges, real growth—and the real power of purpose.”

Rising from Underdog to Industry Leader

When Mega Sardines launched, it faced competition from over 25 established brands. Today, it holds the #1 spot in the Philippines’ sardines category, capturing 26% market share in 2023, ahead of competitors with 18% and 15% respectively.

“I joined the company 26 years ago when the sardines line was just an idea,” said Michelle Tiu Lim-Chan, President and CEO. “We didn’t have the biggest resources, but we had the biggest heart. That’s what made us number one, the heart of our fishermen, our workers, and our entire Ka-Mega community.”

MPFI now boasts over 200 product SKUs, including Mega Tuna, Mega Mackerel, Mega Squid, Mama Tuna, Mega Prime canned vegetables, Primo Sparkling Juice, and Jimm’s Coffee Mix—offering more variety to Filipino tables at home and abroad.

“We’re aiming to increase our sardines market share to at least 30% by the end of 2025,” said Marvin Tiu Lim, MPFI Chief Growth and Development Officer. “And we’re setting our sights on global expansion, especially in the Middle East and North Africa, where demand for Filipino food products is rising fast.”

Government Endorsement and Economic Impact

Trade Secretary Ma. Cristina Roque, who graced the celebration, emphasized Mega’s national impact: “Companies like Mega are helping bring jobs home, so Filipinos no longer need to work overseas to support their families. The Department of Trade and Industry is fully behind Mega as it expands globally.”

The People Behind the Brand

Beyond products and market leadership, Mega Prime Foods puts people at the heart of everything it does. The gala highlighted the stories of the company’s over 5,000 employees, including 900+ fishermen and 3,000+ manufacturing personnel.

“Here, we’re more than co-workers, we’re family,” said Captain Aladino Pandes, a sonar boat operator who’s been with Mega for 27 years.

Captain Edsel Baldomero recalled starting as a crewman: “Mega helped me rise through the ranks. I was able to send my child to college. That kind of support stays with you for life.”

Roan Cardenas, now a Fish Preservation Supervisor, began as a factory worker 13 years ago. “Mega believed in me. They trained me, trusted me, and gave me the chance to grow.”

Feeding Futures, Not Just Families

Through the Mega Tiu Lim Foundation, MPFI has supported communities across the country with programs focused on nutrition, education, and livelihood.

One standout initiative, Mega Bigay Sustansya, has delivered nearly 500,000 meals to more than 1,000 children since 2019, significantly improving child nutrition in partnership with DSWD, DepEd, DOST-FNRI, and Reach Out Feed PH.

Its Mega Malasakit Mission visits underserved barangays nationwide, bringing food packs, nutrition education, and joy directly to families.

“Our business is a blessing,” said Mark Tiu Lim, MPFI’s Chief Spiritual and People Officer. “And with that blessing comes a responsibility—to uplift lives and nourish the nation, body and soul.”

The company is also committed to sustainability. Initiatives like the Mega Ocean Clean-Up attach nets to fishing vessels to collect ocean debris, part of a broader push to reduce environmental impact through renewable energy and waste reduction.

At the gala, art installations created from recycled materials were displayed and offered for sale, with proceeds supporting these clean-up efforts.

Mega Milyonaryo: Giving Back in a Big Way

As part of the 50th anniversary celebration, MPFI launched Mega Milyonaryo, a nationwide promo with a ₱50 million prize pool, a token of gratitude to the millions of Filipinos who have supported the brand over the decades.

Bringing star power to the campaign is Megastar Sharon Cuneta, the new face of Mega Sardines. She lent her voice to “Pangako ng Mega,” the anniversary tribute inspired by her hit “Kahit Maputi Na Ang Buhok Ko.”

Also joining the Mega family is Coco Martin, action star and household favorite, now the face of Jimm’s Coffee Mix.

Together, Sharon and Coco represent the heart and soul of the Filipino table, homegrown icons supporting a homegrown brand.

Looking Ahead: A Legacy That Lasts

Fifty years in, Mega Prime Foods shows no signs of slowing down. The company remains driven by its founding values, faith, integrity, innovation, and service, as it looks toward the next chapter.

“50 Mega Years is more than just a milestone,” said CEO Michelle Tiu Lim-Chan. “It’s a reflection of the trust Filipino families have placed in us. As we move forward, we promise to continue nourishing lives with heart, purpose, and excellence.”