The Medical Wellness Association (MWA), whose mission is to improve consumer wellness worldwide, has officially declared 2026 as “The Year of the Sardine,” a global initiative aimed at educating and inspiring consumers to choose real, nutritionally dense foods. Sardines, the group said, stand out as one of the most optimal and affordable options available.
The declaration comes as the wellness community seeks new ways to address declining health indicators worldwide. With growing concern over metabolic health, the MWA said the campaign is designed to provide consumers with clear, actionable guidance rooted in emerging research.
“Given the consistent worsening of wellness metrics across most of the developed world, it is clear the wellness community needs to course-correct its recommendations to the public. Metabolic Health is rapidly being revealed in research as an underlying key to wellness, from preventing classic metabolic diseases such as Type 2 Diabetes and non-alcoholic fatty liver, to cardiovascular disease, certain cancers, and even kidney and liver dysfunction,” said Dr. Christopher Breuleux, president of the U.S.-based MWA.
MWA board member and faculty member James Michael Laffety highlighted sardines as a practical response to those challenges.
“Sardines represents one of the stronger options to combat metabolic disease. By consisting of proteins and Omega 3 fats and loaded with a high density of essential vitamins and minerals: coupled with being one of the most cost-effective proteins available, it really is a ‘superfood’. We believe declaring 2026 as the year of the sardine, is a simple and clear call to action consumers can easily act upon,” Laffety said.
Interest in sardines has surged in recent months, driven by increased attention from physicians and wellness advocates promoting concepts such as “the 3-day sardine fast” across platforms including Instagram and X. Sardines have also been featured on major global podcasts and are prominently included in the updated U.S. government-endorsed food pyramid, reflecting a broader shift toward metabolic health.
Citing this convergence of trends, the MWA said it moved quickly to amplify public education efforts. A major boost comes from Mega Sardines, one of the world’s leading sardine brands and the only brand globally to earn the MWA’s “Superfood” seal.
“Through our close work with the MWA, we admire their commitment to improving global health. Ás the sole ‘Superfood’ designated brand, we feel an obligation to step up and help the MWA spread the message. As we are participating in one of the world’s leading food shows, ‘GulFood’ in Dubai later this month, we have flipped our entire exhibition plan to drive ‘Year of the Sardine’ and help the MWA. Our investment will be an estimated ₱5-million to help drive this message,” said Marvin Tiu Lim, chief development officer of Mega Prime Foods Inc.
“We should leverage this event to help drive the health message. This is the responsible action to take,” he added.
The MWA expressed appreciation for the company’s support. “We are honored to have Mega step up and invest in this effort, something they were not obligated to do. It just reinforces the underlying commitment of Mega Prime Foods to providing healthy and nutritious food products,” Lafferty said.
Founded 50 years ago, Mega Prime Foods embraces the Filipino concept of “Malasakit,” defined as giving to society without expectation of return. The company has positioned itself as a leader in consumer education and awareness around sardines, while investing in clinical studies with major universities to expand research on food choices and metabolic health.
Mega has also introduced product innovations, including a vertical can design intended to help keep sardines moister and fresher than traditional tins.
“It all starts with our cultural value of ‘Malasakit,’ and we are proud to be serving consumers in the Philippines and around the globe, high quality and high value foods that improve their health. We see the ‘Superfood’ seal from the MWA and being the sole brand in the world to earn this as the culmination of our commitment to our consumers for the past 50 years. My father and mother started this mission, and it is my honor to continue it for another 50 vears and beyond,” said Michelle Tiu Lim-Chan, CEO of Mega Prime Foods Inc.
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