Village Connect
Bounty marked its 40th anniversary by reaffirming its commitment to shaping the future of the food industry through innovation, sustainability, and continued expansion. During a celebration held on July 28 at Shangri-La Plaza in Mandaluyong, company executives reflected on the journey that transformed a modest poultry farm into one of the Philippines’ leading food and agriculture companies while outlining plans for regional growth and stronger investments in technology.
Bounty Fresh Group Holdings, Inc. Chief Executive Officer Atty. Kenneth Cheng said the company remains committed to its “Food Made Better” vision as it enters a new chapter of growth. He emphasized that future investments will focus on strengthening Bounty’s integrated operations, accelerating automation and digital transformation, expanding its portfolio of value-added food products, and exploring new business opportunities beyond the Philippines.
According to Cheng, the company aims to build a globally recognized Filipino food enterprise that continues to deliver quality products while promoting responsible business practices. He added that Bounty’s achievements over the past four decades include introducing its No Antibiotics Ever technology, improving modern farming systems, and developing healthier ready-to-cook food products designed to meet the changing needs of Filipino families.
Bounty’s story began in 1986 when the Cheng family established a small poultry farm with only 5,000 birds in Sta. Maria, Bulacan. From those humble beginnings, the company steadily expanded by investing in every stage of food production—from importing quality grain feeds to operating climate-controlled farms, processing facilities, and distribution systems. This fully integrated approach allows Bounty to maintain strict quality standards while ensuring food safety and consistency for consumers.
Chairman Tennyson G. Chen highlighted how the company’s popular food brands, including Chooks-to-Go and Uling Roasters, have become part of Filipino celebrations through a nationwide network of more than 2,200 takeout stores. Beyond the local market, Bounty has also established operations in Indonesia through Bounty Segar and expanded its international footprint with Tegel Foods in New Zealand.
Looking ahead, Chen revealed that Bounty is exploring opportunities across the ASEAN region, where demand for poultry products and value-added food continues to grow. He noted that the company’s success has been built not only through innovation but also through the strong support of contract growers, breeders, retailers, suppliers, financial institutions, and partner communities that have contributed to its long-term development.
Company leaders also paid tribute to employees and business partners whose dedication helped shape Bounty’s growth over the past 40 years. They stressed that every milestone reflects the collective efforts of thousands of individuals who have shared the company’s vision of providing quality food while supporting local agriculture.
As it begins its fifth decade, Bounty is positioning itself as a future-ready food and agriculture enterprise by continuing to invest in innovation, strengthen its integrated operations, expand its food brands, and pursue opportunities in international markets. Guided by its commitment to making food better, the company aims to contribute to a stronger, more competitive, and more resilient Philippine food industry while bringing quality products to more families in the years ahead.
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