Mega Prime Foods executives and Bulacan City officials led the celebration of National Sardines Month through the SardinaSaya event held at Star Arena, Baliwag, Bulacan. From left: Baliuag LGU officials; on the right: Marvin Tiu Lim (Chief Growth and Development Officer, Mega Prime Foods Inc).
National Sardines Month 2025 opens with a heartfelt tribute to the Filipino fishermen who power the country’s number-one sardine brand. Mega Prime Foods, Inc., maker of Mega Sardines and the world’s first sardine “superfood” recognized by the Medical Wellness Association, marks the annual celebration by honoring the men and women who make each can possible while reaching out to communities nationwide through a series of uplifting events.
The month-long observance began on November 5 at the Malabon Sports Center, where families gathered for an afternoon of cooking demonstrations, interactive games, and gift-giving activities designed to promote nutrition and togetherness. Similar celebrations are set to unfold on November 13 in Baliuag, Bulacan, and on November 29 in Danao City, Cebu, bringing Mega Prime Foods’ advocacy for healthy, practical, and community-centered living to more households across the country.
From simple, nutritious recipes to activities that spark bonding, each event reflects the company’s belief that good food shared with loved ones builds stronger, more resilient communities.
Local home cooks showcase healthy and practical recipes using Mega Sardines during a cooking demo in Baliuag, Bulacan. The activity is part of the brand’s National Sardines Month celebration.
Beyond these public gatherings, a deeply meaningful tradition will take center stage on November 18 in Zamboanga: the Heroes’ Welcome. Held at the close of every fishing season, this homecoming honors the tireless fishermen whose daily sacrifices ensure that Mega Sardines maintains its signature freshness and quality.
The celebration will feature heartfelt tributes, recognition ceremonies, messages of gratitude from company leaders, and a salu-salo to celebrate unity, hard work, and bayanihan. For Mega Prime Foods, this is more than a program—it is a promise to never forget the individuals at the heart of the industry.
As Mega Prime Foods celebrates National Sardines Month, it also reflects on a legacy built over five decades. Founded in 1975 by William Tiu Lim, the company has grown from its humble beginnings in Bicol to its expanded operations in Zamboanga, always guided by its 12-hour catch-to-can commitment. Today, Mega Sardines remains a household staple in tomato sauce, Spanish style, natural oil, and fried variants, delivering convenient, nutritious, and affordable meals to millions of Filipinos.
“Our fishermen and the Ka-Mega community are at the heart of everything we do,” said Malcolm Tiu Lim, Chief Technical and Innovations Officer. “We remain committed to delivering nutritious, high-quality food and strengthening the bonds within the communities we serve.”
National Sardines Month underscores the importance of the entire sardine industry, from sustainable fishing practices to responsible sourcing and the thousands of livelihoods it supports. By celebrating local heroes and bringing families together, Mega Prime Foods reinforces its belief that quality, nutrition, and care for people must always work hand in hand.
Mega Sardines products are available in supermarkets and retail stores nationwide, as well as through official shops on Shopee, Lazada, and TikTok Shop. More information is available at megaprimefoods.com.ph.