Picture this: family gatherings filled with the mouthwatering aroma of roasted chicken, weekend lunches featuring dishes prepared with love, and everyday meals that simply feel like home. For the past four decades, chances are that a Filipino household staple of yours has been touched by a quiet powerhouse in local agriculture: the Bounty Fresh Group.
On Tuesday, July 28, at Shangri-La Plaza in Mandaluyong, the company celebrated a monumental milestone—its 40th anniversary. It wasn’t just a look back at an illustrious history, but an inspiring glimpse into the future, complete with exciting previews, bold expansion plans, and a renewed promise for the Filipino dining table.
Humble Beginnings to a National Staple
Bounty’s story reads like a classic enterprise blueprint grounded in grit and vision. Founded in 1986 by the Cheng family as a small farm with just 5,000 birds in Santa Maria, Bulacan, it started out as Bounty Farms Inc., a producer of table eggs. Back then, they set a new standard for quality and freshness, capturing hearts (and breakfasts) with their signature “golden yolk”—a vibrant testament to proper hen nutrition and pristine living conditions.
By 1993, the company expanded into the broiler integration segment through Bounty Fresh Food Inc., paving the way for it to become the second-largest poultry integrator in the Philippines today.
If you’ve ever grabbed a quick, delicious meal on the go, you’ve definitely experienced their household brands. “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,” shared Tennyson G. Chen, Chairman of Bounty Fresh Group Holdings, Inc.
Pioneering “Food Made Better”
What does it take to sustain growth across generations? For Bounty, the answer lies in an uncompromising dedication to their core commitment: “Food Made Better.”
Atty. Kenneth Cheng, CEO of Bounty Fresh Group Holdings, Inc. & President of Fresh Group, notes that the next 40 years will double down on this promise.
“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,” he shared during the anniversary celebration.
This dedication to quality is rooted in control and care. Bounty maintains its own comprehensive ecosystem—from importing grain feeds to operating modern, climate-controlled farms and clean handling facilities. This meticulous oversight ensures that every piece of food reaching the consumer is safe, nutritious, and globally competitive.
Along the way, the company has constantly raised the bar: pioneering the No Antibiotics Ever (NAE) technology, modernizing farming practices, and introducing convenient, healthy ready-to-cook products designed for modern, fast-paced lifestyles.
Looking Beyond Borders
Bounty’s horizon stretches far beyond local shores. Having already expanded into international markets like Indonesia (with Bounty Segar) and New Zealand (with Tegel Foods, Ltd.), the group is now setting its sights on the fast-growing ASEAN market, where the demand for quality poultry and value-added products continues to surge.
Yet, for all its grand scales and global ambitions, the leadership remains deeply grounded. Chairman Tennyson Chen was quick to emphasize that corporate milestones are never achieved in isolation.
“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,” Chen said, paying homage to the robust ecosystem of contract growers, breeders, and communities that serve as the backbone of their success.
A Delicious Future Ahead
As Bounty Fresh steps confidently into its fifth decade, it is transforming into a future-ready food and agriculture enterprise. By blending technological innovation with a heart for community and sustainability, Bounty is not just feeding families—it is actively shaping a stronger, more resilient, and globally respected Philippine food industry.
Here’s to 40 years of excellence, and to many more delicious years of food made better!
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