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.
This year, Mega Prime Foods celebrates 50 years 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 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 PHP50 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.
Addressing the dynamics of working with family in a corporate setting, chief growth and development officer Marvin Tiu Lim emphasized the importance of open communication and mutual respect. He noted, “Arguments [may] happen because we’re all passionate. We want the same things, but sometimes in different ways. Our strong relationship at home and at work helps us manage disagreements and find balance between professionalism and being a family business. We’re agile and can make fast decisions because we trust each other and communicate directly.”
Doubling Down on Local and Global Expansion
As Mega Prime Foods celebrates 50 years of nourishing Filipino families, it is deepening its commitment to nation-building by taking Filipino excellence to the global stage. Speaking to members of the media, the company made clear its ambition to double the business every five years.
“It is an audacious goal—but one we believe is entirely within reach, because we are building with insight, scaling with discipline, and growing with purpose,” stated Marvin. “First, we’re doubling down on our roots: our distribution. With over 135,000 touchpoints nationwide—mga tindahan, palengke, groceries, sari-sari stores—we are present in the daily lives of Filipino families. We will make sure MEGA is even more accessible—abot-kaya, maaasahan, at tunay na pang-Pinoy.”
Aside from its local efforts, MPFI recently bolstered its presence in the UAE market, partnering with Baqer Mohebi Enterprises (BME) to make its products widely available in Baqer Mohebi Supermarkets across key locations in Dubai. BME is a leading FMCG distributor in the region. Mega Prime Foods products are also distributed in Canada where it is available at Costco Wholesale. Europe and the United States are also key markets for MPFI. He noted that their success has been due to the Filipinos working overseas.
“We’re taking MEGA to the world, aiming for 10% of our business to come from exports. We will bring Filipino excellence to every table abroad—not just as a brand, but as a source of national pride.”
Tiu Lim furthered that the expansion is coupled with a strategic deepening into the wellness space. This shift is underscored by the recent acquisition of Jimm’s Coffee Mix and the “Superfood” endorsement of Mega Sardines by the Medical Wellness Association (MWA). Known for providing added ingredients, ginseng, agaricus mushroom and korean ginseng, that have health benefits, Jimm’s Coffee Mix is a leader in the functional coffee brand category. Meanwhile, MWA is a U.S.-based organization comprising the world’s largest network of physicians and wellness experts. Mega Sardines is the first sardine brand in the Philippines, and globally, to receive a MWA “Superfood” endorsement.
Beyond Business: A Heart for Service
Mega Prime Foods Inc. also marked its 50th year by highlighting its sustainability and community service efforts during its gala night celebration.
“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.
“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, MPFI 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 our products while building lasting connections with families.