Mega Prime Foods, Inc. (MPFI) celebrated five decades of purpose, growth, and faith with a grand gala honoring employees, partners, and friends who have journeyed with the company from its humble beginnings to becoming the Philippines’ leading sardines brand.
(From left) Michael Tiu Lim, Board Member; Mark Tiu Lim, Chief Spiritual and People Officer; Michelle Tiu Lim-Chan, President and CEO; Marylou Tiu Lim, Vice Chairwoman; William Tiu Lim, Founder and Chairman; Malcolm Tiu Lim, Chief Technical and Innovations Officer; Marvin Tiu Lim, Chief Growth and Development Officer. PHOTOS FROM MEGA PRIME FOODS AND NICE PRINT
“What we had was a big dream: to provide quality food to Filipino homes. We grew with faith and hard work. Mega has come a long way, but our core remains the same — God-centered, innovative, and filled with malasakit (care),” said William Tiu Lim, MPFI Founder and Chairman.
Founded in 1975 as a small fishing company in Bicol, Mega Prime Foods evolved into the maker of Mega Sardines, now holding a dominant 26 percent market share as of 2023. Tiu Lim also launched a memoir, “The Heart of the Catch: 50 Mega Lessons on Business, Life and Faith,” which reflects on the company’s story and the values that shaped its success.
Marian Rivera-Dantes, brand ambassador of Mega Prime Quality.
“I walked into this company 26 years ago when sardines were still a bold idea. We pushed forward with conviction. We built Mega not on the biggest resources, but with the biggest heart — from our fishermen to our retail network,” said Michelle Tiu Lim-Chan, MPFI President and CEO.
MPFI now carries over 200 SKUs, including Mega Mackerel, Mega Tuna, Mama Tuna, Mega Squid, Mega Prime Quality fruits and vegetables, Primo Sparkling Juice, and Jimm’s Coffee Mix. Chief Growth and Development Officer Marvin Tiu Lim said the company aims to increase its sardines market share to at least 30 percent by 2025 and is exploring international expansion, especially in the growing Middle East and North Africa market.
Dimples Romana, celebrity endorser of Mega Mackerel.
Trade Secretary Ma. Cristina Roque lauded the company for its role in nation-building.
“Mega Prime Foods plays a significant role in our trade and manufacturing sectors. As Mega expands to the Middle East, the US, and Europe, we assure you of our backing,” she said, adding the government will continue supporting its international growth.
At the heart of Mega’s operations are its people — more than 5,000 strong, including over 900 fishermen and 3,000 manufacturing employees. The gala paid tribute to the “Ka-Mega” community, many of whom have worked with the company for decades.
“Here, we’re more than co-workers — we’re family,” said Sonar Boat Captain Aladino Pandes, who has been with Mega for 27 years.
‘Megastar’ Sharon Cuneta, the face of Mega Milyonaryo and Mega Sardines.
Fellow captain Edsel Baldomero shared how Mega helped him rise from crewman to captain.
“I was able to send my child to college. Mega made that possible,” he said.
Roan Cardenas, now a Fish Preservation and Distribution Supervisor, started as a factory filler 13 years ago.
“Thanks to a company that believes in developing its people, I now help ensure our fish quality before canning,” she said.
Coco Martin, the newly launched celebrity endorser of Jimm’s Coffee Mix, surprises guests with a special performance number during the Gala Night.
Mega’s commitment goes beyond business. Through the Mega Tiu Lim Foundation, the company supports communities through nutrition, livelihood, and education programs. Since 2019, its Mega Bigay Sustansya initiative has served nearly 500,000 nutritious meals to over 1,000 children, in partnership with Reach Out Feed PH, DOST-FNRI, DSWD, and DepEd.
The Mega Malasakit Mission brings this advocacy to grassroots communities, promoting health and nutrition while engaging directly with Filipino families. Mega also incorporates sustainability in its operations — using renewable energy, reducing waste, and conducting sea clean-ups through the Mega Ocean Cleanup.
“The environment is part of our mission. We’re responsible stewards of God’s creation,” said Chief Technical and Innovations Officer Malcolm Tiu Lim.
As part of its golden anniversary, MPFI launched the Mega Milyonaryo promo with a prize pool of P50 million to thank loyal customers.
Joining the celebration was Megastar Sharon Cuneta, now the face of Mega Sardines and Mega Milyonaryo. She also performed “Pangako ng Mega,” the anniversary theme song inspired by her classic hit “Kahit Maputi Na Ang Buhok Ko.” Actor Coco Martin was likewise introduced as the new ambassador for Jimm’s Coffee Mix.
Together, Cuneta and Martin bring star power and heart to the Mega brand, underscoring the company’s roots in Filipino culture and everyday life.
“We have been blessed. And because of that, we are called to be a blessing,” Mark Tiu Lim, Chief Spiritual and People Officer, ended.
