Mega Prime Foods Celebrates 50 Years of Nourishing Filipino Families

Prime Foods, Inc. (MPFI) marked 50 years of nurturing purpose, uplifting lives and trusting God by honoring their employees, partners and friends at a grand gala night. The occasion  underscored the journey of Mega Prime Foods, which began as a small fishing company in Bicol in 1975 to becoming the maker of the country’s #1 sardines brand Mega Sardines.

“What we had was a big dream, a vision: to provide quality food to Filipino homes. Eventually, we moved to Zamboanga, where we supplied fish to Manila canneries. Slowly but surely, with faith and hard work, we grew. Hindi naging madali—but with God’s grace and the dedication of many, we endured,” recounted William Tiu Lim, Mega Prime Foods Founder and Chairman. “Mega has come a long way, but our core remains the same. We are still rooted in the values that shaped us: being God-centered, showing malasakit, thinking innovatively, serving our customers well, and acting with integrity. And now, I feel proud seeing the next generation lead—bringing bold ideas while keeping our values alive.”

Speaking on “The Heart of the Catch: 50 Mega Lessons on Business, Life and Faith”, a memoir on the journey of Mega Prime Foods, Mr. Tiu Lim said that  “this book captures the most meaningful lessons we’ve learned in the last 50 years, drawn from real experiences, real people, and real challenges. I hope this book becomes not just a record of where we’ve been, but an inspiration for where others can go—with faith, grit, and heart.”

From Challenger to Champion

When Mega Sardines first entered the market, it faced stiff competition from 26 established brands. Today, it’s hard to imagine a canned goods section in the Philippines without Mega Sardines. The brand captured a 26% market share in 2023, ahead of its closest competitors with 18% and 15% shares, respectively.

“I walked into this company 26 years ago, when our sardines line was still a bold idea. We were up against giants in a crowded, commoditized market. But we didn’t give up. We pushed forward — with conviction, with purpose, and with unshakable faith,” stated Michelle Tiu Lim-Chan, MPFI President and CEO. “Fifteen years later, we became the number one sardines brand in the Philippines. Not because we had the biggest resources but because we had the biggest heart — the heart of our fishermen, our employees, our suppliers, our banking partners, our distributors and our retail network. That’s what built Mega.”

Over the years, MPFI has expanded its portfolio to include over 200 SKUs. This includes well-loved staples Mega Mackerel, Mega Tuna, Mama Tuna, Mega Squid, Mega Prime Quality fruits and vegetables, Primo Sparkling Juice, and Jimm’s Coffee Mix.

“This year, we’re setting our sights higher—with a bold yet attainable goal of capturing an additional five to ten percentage points in canned sardines market share, bringing us to at least 30% by the end of 2025,” said Marvin Tiu Lim, MPFI Chief Growth and Development Officer.

The company is eyeing international growth as well, noting that the Department of Trade and Industry has identified the Middle East and North Africa food market to nearly double from USD 92.48 billion in 2024 to USD 189.87 billion by 2032

Speaking at the gala celebration, Trade Secretary Ma. Cristina Roque underscored the critical role of the trade and manufacturing sectors—industries in which Mega Prime Foods Inc. plays a significant part. “[The Philippines] outdid [its foreign trade and international investment] the year before by 32%. [And] this one is really [very] important to President Ferdinand R. Marcos Jr. to help Filipinos stay here in the country and not be away from their families,” she noted, highlighting the broader national impact of continued industry growth. Expressing strong support for Mega Prime Foods Inc., she added, “On behalf of the Department of Trade and Industry, I send my warmest congratulations to Mega Prime Foods Inc. As Mega expands its reach to the Middle East, the United States, and Europe, we assure you that the government’s continued support will always be there.”

People and Purpose 

The celebration also honored the “Ka-Mega” community: from the fishermen who catch the freshest fish to the factory workers, office staff, and sales teams who bring products to life and reach every community. Mega Prime Foods currently employs over 5,000 individuals across its operations. <add 900+ fishermen, 3000 in manufacturing>

Sonar Boat Captain Aladino Pandes reflects on his 27 years with Mega as a fulfilling journey: “Not just for me but for everyone—here, we’re more than co-workers, we’re family.”

Fellow Captain Edsel Baldomero shares the same sentiment. “I started as a crewman, what we used to call a Murami. Captain Pandes mentored me until I became a captain myself,” he said, adding that Mega provided him with a stable livelihood and the means to secure his family’s future. “With Mega’s support, I never felt alone. I was able to send my child to college, and our families know they can always count on the company.”

Roan Cardenas, now a Fish Preservation and Distribution Supervisor, takes pride in her growth at Mega. “I started 13 years ago as a factory filler. Today, I make sure the fish delivered to canning are of top quality—thanks to a company that believes in developing its people.”

More than just a food company, Mega Prime Foods has remained steadfast in its commitment to nation-building through impactful, sustained community programs.

“It was never just about effort. Everything we have—our business, our people, our progress—has always been by His grace. We have been blessed, and because of that, we are called to be a blessing. That’s the heart behind the Mega Tiu Lim Foundation: a belief that every Filipino deserves access to nutrition and livelihood, so they can build better lives,” highlighted Mark Tiu Lim, MPFI Chief Spiritual and People Officer.

Since 2019, Mega Bigay Sustansya, in partnership with Reach Out Feed PH, DOST-FNRI, DSWD, and DepEd, has served nearly 500,000 nutritious meals to over 1,000 children, resulting in measurable improvements in child health and nutrition.

Through the Mega Malasakit Mission, Mega Prime Foods brings its advocacy to grassroots communities—visiting barangays across the country to deliver nutrition, education, and joy. These on-ground efforts showcase the versatility and nourishment of its products while building lasting connections with families.

“Our commitment to sustainability is embedded in our operations. From adopting renewable energy and reducing operational waste, to launching the Mega Ocean Cleanup, we continue to act as responsible stewards of the environment, honoring our role in protecting God’s creation,” added Malcolm Tiu Lim, MPFI Chief Technical and Innovations Officer.

In addition, art centerpieces showcased at the gala are available for purchase, with proceeds directly supporting the Mega Ocean Clean-Up, an initiative that involves sweeping the sea surface for garbage by attaching nets to the company’s fishing vessels and bringing the collected waste back to land.

Mega Milyonaryo Promo Launched 

Mega Milyonaryo, a special anniversary promo from MPFI that gives back to loyal customers, was also launched at the event. With a total prize pool of ₱50 million, the company says it’s their way of thanking the millions of Filipinos who have supported their brands over the years.

Bringing more excitement to the Mega Milyonaryo promo was the Megastar herself, Sharon Cuneta. The well-loved icon is now the celebrity endorser of Mega Milyonaryo and Mega Sardines. She also lent her voice to “Pangako ng Mega,” the featured song in the company’s anniversary video, which was inspired by her iconic hit, Kahit Maputi na ang Buhok Ko. Coco Martin, star of Ang Probinsyano and Batang Quiapo, was also announced the face of Jimm’s Coffee Mix.

Together, Sharon and Coco form a powerhouse duo that brings heart, heritage, and star power to every Filipino table.

50 Mega Years is more than just a milestone. It’s a heartfelt celebration of Mega Prime Foods Inc.’s journey, built on the trust and loyalty of Filipino families and communities. This anniversary is not only a reflection of the company’s achievements over the past five decades, but also a way of giving back—sharing the success with those who made it possible. With deep gratitude, Mega renews its commitment to providing fresh, high-quality products to every table, staying true to its promise of service, care, and excellence for generations to come.