Chef Bruce Lim joins Sunny Farms to support professional kitchens

Sunny Farms has named Chef Bruce Lim as its first Culinary Authority Partner, formalizing the collaboration during a contract signing at Seda Hotel in Cebu. The partnership is positioned as a working relationship rather than a traditional celebrity endorsement, with a focus on practical support for professional kitchens.

Under the agreement, Chef Bruce will work directly with Sunny Farms customers to demonstrate product use, develop dishes, refine menus, and address operational challenges faced by food service operators. The goal is to create solutions that are applicable in real-world kitchen environments.

Chef Bruce is widely known in the Philippine culinary scene for combining media exposure with hands-on professional experience. He has hosted several programs on the Asian Food Channel (AFC), including Tablescapes, which explored Filipino culinary traditions, and The Boss, which focused on leadership and execution in professional kitchens. He has also served as a judge on AFC’s Next Celebrity Chef.

His background extends beyond television. Trained at Le Cordon Bleu in London, Chef Bruce built international experience in professional kitchens in the United States before returning to the Philippines. He later led large-scale food operations as executive chef for the 2019 Southeast Asian (SEA) Games, overseeing meals for thousands of athletes and officials. He also supported Team Philippines during the 2023 SEA Games, ensuring nutritional, cultural, and dietary requirements were met around the clock.

Sunny Farms said this blend of culinary expertise and operational discipline shaped both its choice of partner and the structure of the collaboration.

“This partnership is very collaborative,” said Chef Lim. “I will be doing demos in industry expos and caravan activities, sharing practical ideas and techniques that chefs and operators can apply in their own kitchens.”

Sunny Farms is a food service brand that supplies essential ingredients sourced specifically for chefs and professional kitchens. The brand is exclusively distributed by Global Pacific Distribution Network.

Through Global Pacific’s centralized ordering and distribution system, hotel and restaurant groups can place orders through a single point while coordinating deliveries across multiple locations nationwide.

“Many of our partners are growing their operations by opening multiple branches,” said Gracey Malaluan-Jose, national sales director of Global Pacific. “Through Sunny Farms and Chef Bruce’s involvement, we’re able to support these operators beyond supply—by working with their teams to develop menus and dishes that work across locations, teams, and service formats.”

As part of the partnership, Chef Bruce will collaborate closely with the Global Pacific sales team, working with restaurants, hotels, and cafes to ideate dishes and build menus designed for consistency, scalability, and operational efficiency. He will also lead a nationwide cooking caravan featuring demonstrations aimed at strengthening kitchen skills, generating new recipe ideas and improving consistency and profitability.

In addition, Chef Bruce will join Sunny Farms in live cooking demonstrations at the World Food Expo in Cebu, Davao, and Manila, giving chefs and operators a closer look at how Sunny Farms ingredients perform across different cuisines and applications.

Through the partnership, Sunny Farms and Chef Bruce aim to strengthen collaboration within the food service community by pairing dependable ingredients with chef-led guidance to help professional kitchens operate with confidence, consistency, and creativity at scale.