MILESTONE

 
 
1978
 
 
First started in the Philippines as a family business focused on processing, manufacturing, then exporting tuna products to leading international brands
 
1983
 
 
Entered the growing Philippine sardine market with the launch of 555 Sardines, the Company’s first-ever branded product, which captured the local taste profile
 
1986
 
 
Broadened its branded portfolio by introducing to the sardine-loving Filipinos the healthy goodness of tuna with the launch of flagship brand Century Tuna
 
1995
 
 
Entered the meat processing business with the launch of Argentina Corned Beef, providing for the first time an affordable option for what was once a strictly premium product
 
2001
 
 
Added to its growing tuna enterprise with the acquisition of Blue Bay Tuna, the number 2 tuna brand at that time
 
2002
 
 
Entered into canned liquid milk with the launch of the Angel brand. Also acquired the heritage brand Birch Tree & re-launched the Birch Tree Full Cream Milk Powder a year later
 
2008
 
 
Further expanded its meat category with the launch of Wow! Ulam, an innovative canned meat product which is tasty, filling, and affordable at the same time
 
2012
 
 
Expanded into the premium corned beef segment with the acquisition of Swift
 
2014
 
 
Conducted an initial public offering (IPO), allowing the company to raise fresh funds for expansion and creating a platform to further grow the business
 
2015
 
 
Further built on Birch Tree’s position as a high quality milk brand for kids with the launch of Birch Tree Fortified Milk Drink Powder, entering a more affordable subsegment of milk
 
2016
 
 
Diversified its legacy private label export business by acquiring an integrated coconut producer; First entered the condiments business by acquiring the North American license for the leading Filipino shrimp paste brand, Kamayan; Further gained control over its branded export business via the consolidation of the Century International (China) Group of Companies which had been distributing Century Tuna into China
 
2017
 
 
Grew its branded portfolio with the acquisition of the Hunt’s license for the Philippines, whose products include canned pork and beans, where it maintains dominant market leadership, as well as spaghetti, tomato, and marinade sauce
 
2019
 
 
Entered into the domestic coconut market, addressing the need for convenient but fresh coconut cream for cooking

 

OUR VISION, MISSION AND VALUES

We are driven by our Core Purpose:

TO NOURISH AND DELIGHT EVERYONE, EVERYDAY, EVERYWHERE


Our VISION

We are a sustainable and responsible global company of entrepreneurs that nourishes and delights our customers with, healthier food and beverages through manufacturing excellence, nutrition expertise, trusted brands and passionate people.


Our MISSION

Reinforce current businesses and brands to deliver quality and value for money products that generate attractive returns through responsible sourcing and operational excellence  

Strengthen the organization that attracts, nurtures, and retains passionate and high performing corporate entrepreneurs and teams who live balanced lives

Pioneer the development of healthier and tastier food and beverages that consumers love and trust through latest credible nutrition science and effective branding

Scale up the business across the globe by creating consumer and customer connections and experiences in a more profitable and sustainable way across the value chain


Our CORE VALUES

Respect for the Individual
We accept that there will always be differences in opinions, perspective, and way of doing things. We find ways to arrive at the highest value that can be created out of issues and opportunities despite individual differences. We listen to everyone’s opinion but firm on the final team decision.

Teamwork
We work together under one vision and mission. We recognize strength of individuals and let the most qualified lead the team. We understand individual accountabilities, deliver on them, and do more as the situation calls for it.

Passion for Excellence
We continuously work across the value chain on excelling and optimizing our operations and costs to offer the best value for our customers, partners, and shareholders. We are relentless in overcoming challenges.

Customer Centric
We continuously pursue to understand consumer needs, anticipate market trends, and work towards delighting them through our products and experiences. We understand who benefits most from the goods / services we provide and continuously find ways to “wow” them. We are reliable, resilient, and responsible. We go the extra mile to provide more than the basic necessities of our customer and display a sense of urgency to service their priorities.

Humility
We respect each other and remain grounded even with exceptional intellectual achievements. We are open to ideas as brilliant ideas can come from anybody. We recognize the value of others far greater than oneself. We celebrate successes resulting from one’s hard work and not due to the failure of others. We graciously accept defeat or loss, keeping in mind that this is but a learning experience preparing us for greater achievements. We are able to admit and accept one’s mistakes.

Integrity
All our decisions are guided through absolute integrity and conscience to protect our consumers, communities, partners, employees, and shareholders. We strive to do the right thing even when no one is watching. We adhere to moral uprightness, transparency, and trustworthiness. We walk the talk.

Malasakit
We strive to exceed expectations through personal accountability, selfless contribution, team work, and proactively collaborating with each other with concern, care, and compassion. We have the mindset of an owner and treat the business as one’s own. We help market our products, report relevant customer feedback, and direct display/stock concerns to the appropriate person. We patronize our products.

Entrepreneurial Spirit
We have grit and possess a growth mindset that enables us to think big, persist in overcoming any challenges, and achieve our vision through a bias for action. We are constantly open to opportunities for the Company to grow further and become more profitable. We continuously strive for effectiveness and efficiency that will drive sustainable and profitable growth. We find ways to do things more efficiently while adding more value to product output to create more business or cost savings to the company. We act on what is good for the company but not to the extent of violating policies. We cut off bureaucracy and always consider the “business side” when making decisions.


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