Bounty Marks 40 Years of Transforming Filipino Food With Bigger Plans for the Future
For four decades, Bounty has grown from a humble poultry farm into one of the Philippines' leading food and agriculture companies.
As it celebrated its 40th anniversary, the company looked back on its remarkable journey while unveiling ambitious plans that will shape the future of food for Filipino families and beyond.
Held on July 28 at Shangri-La Plaza in Mandaluyong City, the milestone celebration gathered company executives, industry partners, media representatives, and stakeholders to commemorate four decades of growth, innovation, and a shared commitment to delivering better food for every Filipino.
Bounty Sets Its Sights on the Next 40 Years
Bounty Fresh Group Holdings, Inc. CEO and Fresh Group President Atty. Kenneth Cheng emphasized that while the company has reached an important milestone, its biggest opportunities are still ahead.
According to Cheng, Bounty remains firmly committed to its mission of "Food Made Better," a vision that continues to guide every investment and innovation across the business.
"Bounty's journey began with a simple promise to provide fresh, high-quality food for every Filipino table. Four decades later, that promise remains stronger than ever," Cheng shared during the anniversary celebration.
He revealed that the company is investing heavily in strengthening its integrated value chain, accelerating automation and digital transformation, expanding its portfolio of value-added food products, and pursuing new opportunities in international markets.
"Our goal is to build a globally respected Filipino food company that raises the bar for quality, innovation, and responsible growth," he added.
Four Decades of Innovation That Changed the Food Industry
Since its founding in 1986 with just 5,000 birds in Santa Maria, Bulacan, Bounty has steadily evolved into a fully integrated food company driven by innovation and continuous improvement.
Throughout its 40-year journey, the company has introduced several industry-leading initiatives, including its No Antibiotics Ever technology, modern farming practices, and a growing lineup of healthy and convenient ready-to-cook products designed for today's busy Filipino households.
These innovations reflect Bounty's long-standing commitment to providing safe, nutritious, and affordable food while supporting sustainable agricultural practices.
From Farm to Table With Quality at Every Step
One of Bounty's biggest strengths lies in its fully integrated food production system.
The company carefully manages every stage of production, from importing premium grains for animal feeds to operating modern climate-controlled farms and hygienic processing facilities. This hands-on approach allows Bounty to maintain strict quality standards while ensuring food safety and nutritional value from farm to table.
By overseeing every step of the process, the company continues to earn the trust of millions of Filipino consumers who rely on its products every day.
Chooks to Go Leads Nationwide Growth
Bounty Chairman Tennyson G. Chen reflected on how the company's brands have become part of countless Filipino celebrations over the years.
"We've had the privilege of being present in family gatherings and celebrations through Chooks-to-Go and Uling Roasters," Chen said.
Today, both brands operate more than 2,200 takeout stores nationwide, making them among the country's most recognized food retail chains.
Beyond the Philippines, Bounty has also expanded its footprint internationally through Bounty Segar in Indonesia and Tegel Foods Ltd. in New Zealand.
Looking ahead, Chen revealed that the company is exploring expansion across the rapidly growing ASEAN region, where demand for poultry products and value-added food continues to increase.
He also emphasized that this growth would not have been possible without the strong partnerships Bounty has built with contract growers, breeders, resellers, suppliers, retailers, and local communities that have supported the company throughout the years.
People Remain at the Heart of Bounty's Success
While technology, innovation, and operational excellence have fueled Bounty's growth, company leaders stressed that its greatest achievement has always been its people.
Every milestone over the past four decades has been made possible by the dedication of employees, the loyalty of customers, the support of business partners, financial institutions, suppliers, retailers, and thousands of contract growers across the country.
"Forty years is never the achievement of one company alone," Chen said.
"It belongs to every employee, grower, customer, supplier, retailer, financial institution, and partner who believed in our vision and helped build Bounty with us. As we move forward, we remain committed to growing together with integrity, resilience, and an unwavering commitment to making food better for generations to come."
Building a Stronger Future for Philippine Food
As Bounty enters its fifth decade, the company is accelerating its transformation into a future-ready food and agriculture enterprise.
With continued investments in innovation, automation, sustainable farming, food brands, and regional expansion, Bounty is positioning itself to compete on a global scale while remaining committed to serving Filipino families.
After 40 years of growth, one thing remains unchanged: Bounty's mission to make food better. Guided by that purpose, the company continues to help build a stronger, more resilient, and globally competitive Philippine food industry while preparing for many more decades of serving communities at home and across the region.
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