Bounty looked ahead to the future while reflecting on its four-decade journey as it celebrated its 40th anniversary on Tuesday, July 28, at Edsa Shangri-La Hotel in Mandaluyong City. The milestone event featured previews of upcoming initiatives, expansion plans, and the company’s vision for the future of the Filipino dining table.
Atty. Kenneth Cheng, chief executive of Bounty Fresh Group Holdings Inc. and president of Fresh Group, said the next 40 years of the food and agriculture company will remain anchored on its commitment to “Food Made Better.”
“Bounty’s story began with a promise to bring fresh, quality food to every Filipino table, and as we continue to grow, our promise remains the same. As we look ahead, we are investing in the future of food—strengthening our integrated value chain, accelerating automation and digitalization, expanding our portfolio of value-added products and food brands, and exploring new opportunities beyond the Philippines. Our ambition is to build a globally respected Filipino food company that continues to raise the standard for quality, innovation, and responsible growth,” Cheng said in front of other executives, media guests, and industry partners during the anniversary celebration.
“As a testament to the 40 years of growth alongside generations of Filipino families, we pioneered the No Antibiotics Ever technology, modernized farming practices, and created healthy and convenient ready-to-cook products—all while championing responsible growth and sustainability,” he added.
‘Food Made Better’ commitment
Bounty began in 1986 as a small poultry farm with 5,000 birds in Santa Maria, Bulacan. Guided by its goal of continuously improving its products for Filipino consumers, the company built an integrated ecosystem to support local agriculture while providing nutritious and affordable food across the country.
Today, Bounty invests in its own facilities to oversee every stage of production—from imported grain feed to its climate-controlled farms and hygienic processing facilities. By managing the entire value chain under strict quality and food safety standards, the company ensures its products are safe, nutritious, and consistently meet high standards.
“We’ve had the privilege of becoming a part of every Filipino gathering and celebration through Chooks-to-Go and Uling Roasters, which now have over 2,200 takeout stores nationwide. In recent years, we also expanded into international markets, including Indonesia with Bounty Segar and New Zealand with Tegel Foods Ltd.,” said Tennyson G. Chen, chairman of Bounty Fresh Group Holdings Inc.
“Now, we’re looking into expansion opportunities in the fast-growing ASEAN market, where demand for poultry and value-added products continues to rise,” he added. “But this potential expansion would not be possible if not for our strong ecosystem of contract growers, breeders, resellers, and communities that form the backbone of the company’s success.”
While innovation and operational excellence have fueled Bounty’s growth, the company said its greatest strength has always been its people. Every milestone over the past four decades has been driven by the dedication of its employees, the trust of its customers, the support of suppliers, retailers, and financial institutions, and the commitment of thousands of growers and communities across the country.
“Forty years is never the achievement of one company alone. It belongs to every employee, grower, customer, supplier, retailer, financial institution, and partner who believed in our vision and helped build Bounty with us. As we look to the future, we remain committed to growing together—with integrity, resilience, and an unwavering commitment to making food better for generations to come,” said Chen.
As Bounty enters its fifth decade, the company is accelerating its transformation into a future-ready food and agriculture enterprise. It is investing in innovation, strengthening its integrated ecosystem, expanding its portfolio of food brands, and pursuing new opportunities across regional markets.
Guided by its purpose of making food better, Bounty aims to help build a stronger, more resilient, and globally competitive Philippine food industry.
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