Mega Prime Foods turns 50 with growth plans and ‘giving back’

For over 15 years, Mega Sardines has held its position as the Philippines’ #1 sardines brand. It has continued to dominate the market, commanding a 26% share in 2023. 

Behind this success is Mega Prime Foods, Inc. (MPFI), the manufacturing and distribution company that has quietly built a powerhouse portfolio of Filipino pantry staples. From Mega Mackerel and Mega Tuna to Mega Prime Quality fruits and vegetables, Primo Sparkling Juice, and Jimm’s Coffee Mix, MPFI has steadily expanded its presence across categories, providing nutritious food to millions of Filipinos daily.

From left, Board Member Michael Tiu Lim, Chief Spiritual and People Officer Mark Tiu Lim, Founder & Chairman William Tiu Lim, Megastar Sharon Cuneta, Vice Chairwoman Marylou Tiu Lim, President & CEO Michelle Tiu Lim-Chan, Chief Technical and Innovations Officer Malcolm Tiu Lim, and Chief Growth and Development Officer Marvin Tiu Lim

In the recently concluded 50th-year anniversary of Mega Prime Foods, Inc. (MPFI), the company behind the country’s number 1 sardines brand, Mega Sardines, marked five decades of freshness and nourishment, honoring a legacy built on uplifting everyday family life—from the Filipino dining table to homes around the world. A highlight of the festivities is the launch of an anniversary video with a song sung by Mega Sardines celebrity ambassador, megastar Sharon Cuneta. She is also the face of Mega Milyonaryo, the company’s massive nationwide promo designed to give back to its loyal customers. With a ₱50 million prize pool, the promo serves as Mega Prime Foods’ heartfelt tribute to the millions of Filipinos who have supported its brands over the years.

“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,” underscored Michelle Tiu Lim-Chan, MPFI President and CEO.

Mega expansion in general wellness

MPFI Chief Growth and Development Officer Marvin Tiu Lim shared that the company is expanding its efforts both locally and globally, while strategically deepening its presence in the wellness space.

“For acquisitions, we're looking into both branded food and branded non-food products. We're particularly interested in Filipino brands that need support with distribution and marketing,” said Tiu Lim, highlighting uplifting small businesses and improving business models. “There are a lot of legacy brands we all grew up with and love, and we don’t want to see them slowly disappear. We’re here to help them scale up and continue serving Filipino entrepreneurs who are willing to partner with us.”

This direction is marked by the acquisition of Jimm’s Coffee  in 2024, as MPFI pursues horizontal growth through additional acquisitions across both food and non-food categories. Known for its added ingredients such as Korean ginseng, and agaricus mushroom, Jimm’s Coffee  is a leading brand in the healthy functional coffee category. Actor Coco Martin was also introduced as the newest ambassador of Jimm’s Coffee, strengthening the brand’s presence in the market.

From left, Vice President Marketing Albet Buddahim, Chief Growth and Development Officer Marvin Tiu Lim, President & CEO Michelle Tiu Lim-Chan, MWA Founding Member Jim Lafferty, Founder & Chairman William Tiu Lim, and Seafood Category Marketing Head Henry Camacho

Earlier this year, MPFI also partnered with Baqer Mohebi Enterprises in Dubai to bring Filipino food to the global stage. As part of this effort, Mega Sardines was officially endorsed as a Superfood by the US-based Medical Wellness Association (MWA). MPFI products are also now available through major distributors such as Costco in the US and Canada.