From left to right: Danie Laurel, news anchor; Mark Tiu Lim, chief spiritual and people officer; Michelle Tiu Lim-Chan, president and CEO; Marvin Tiu Lim, chief growth and development officer; and Malcolm Tiu Lim, chief technical and innovations officer, during the panel discussion.
For generations, Mega Sardines has been a staple on Filipino tables. But behind the country’s #1 sardines brand is a much bigger story—one of heart, hustle, and a homegrown company on a mission to uplift lives through food.
As Mega Prime Foods, Inc. (MPFI) turns 50, the celebration is not just about looking back—it’s about charging forward. With a bold goal to double its business every five years, MPFI is proving that it’s only just getting started.
Mega Sardines, which commanded an impressive 26% market share in 2023, is just one part of MPFI’s growing portfolio. The company has quietly become a household name, offering a range of products that includes Mega Mackerel and Mega Tuna, as well as Mega Prime Quality canned fruits and vegetables, Primo Sparkling Juice, and the increasingly popular Jimm’s Coffee Mix.
For half a century, MPFI has made it its mission to bring freshness, nutrition, and Filipino flavors to millions of homes—both here and abroad.
A golden anniversary with heart
To mark this milestone, MPFI launched a heartwarming anniversary campaign featuring none other than megastar Sharon Cuneta, the voice and face behind a new tribute song and the Mega Milyonaryo promo—offering a staggering ₱50 million in prizes to loyal customers.
“We became number one not because we had the biggest resources, but because we had the biggest heart,” said Michelle Tiu Lim-Chan, President and CEO of MPFI. “This anniversary is our way of giving back to the people who believed in us.”
The Tiu Lim siblings—Mark Tiu Lim (chief spiritual and people officer), Michelle Tiu Lim-Chan (president and CEO), Marvin Tiu Lim (chief growth and development officer), and Malcolm Tiu Lim (chief technical and innovations officer)—share a moment during the photo opportunity at the event.
Family-run, world-class ambitions
In a rare look behind the scenes, Chief Growth and Development Officer Marvin Tiu Lim shared how family dynamics play a role in shaping the company’s culture.
“Passion can spark disagreements,” he said candidly, “but because we trust and respect each other, we move fast and make bold decisions. That’s our edge—it’s personal.”
And bold is exactly what MPFI is aiming for. The company plans to double its business every five years—a feat it believes is achievable thanks to its solid foundation of over 135,000 distribution points nationwide, ranging from sari-sari stores to major supermarkets.
“We are building with insight, scaling with discipline, and growing with purpose,” Marvin emphasized.
Taking Filipino excellence to the world
MPFI isn’t just thinking local. The company is aggressively expanding overseas, with recent partnerships placing its products in Costco Canada, Dubai’s Baqer Mohebi Supermarkets, and other key markets in Europe and the United States.
“We’re aiming for exports to make up 10% of our business,” Marvin said. “It’s not just about growth—it’s about bringing Filipino pride to tables around the world.”
Strategic moves into wellness and functional nutrition back this global vision. The acquisition of Jimm’s Coffee Mix positions MPFI in the growing health-conscious market, and the Medical Wellness Association (MWA) recently certified Mega Sardines as a ‘Superfood’—a global first for a sardines brand.
A business that gives back
At the heart of MPFI’s success lies a commitment to serve—not just through food, but through action. During its 50th anniversary gala, the company highlighted its sustainability and social impact initiatives.
Malcolm Tiu Lim, Chief Technical and Innovations Officer shared the company’s green initiatives—from renewable energy adoption to the Mega Ocean Cleanup, a project aimed at preserving marine ecosystems.
Meanwhile, Mark Tiu Lim, Chief Spiritual, and People Officer underscored MPFI’s greater purpose: “We have been blessed, and so we’re called to be a blessing.”
That calling takes shape through the Mega Tiu Lim Foundation, which drives initiatives like:
- Mega Bigay Sustansya – A partnership that has delivered nearly 500,000 nutritious meals to over 1,000 children since 2019, improving child health and nutrition.
- Mega Malasakit Mission – A nationwide outreach bringing food, education, and joy to grassroots communities, one barangay at a time.
Looking ahead
As Mega Prime Foods celebrates five decades of Filipino excellence, it stands at the threshold of something even greater. With family values at its core, global ambition in its sights, and a heart that beats for service, MPFI isn’t just celebrating a golden anniversary.
It’s setting the table for the next 50 years.
