40 Years of Food Made Better: Building the Future of Food

Bounty looked towards the bright future ahead and the momentous journey so far as the company celebrated its 40th anniversary milestone on Tuesday, July 28, at Shangri-La Plaza in Mandaluyong with a slew of exciting previews, discussed expansion plans, and a new chapter for the Filipino dining table.

Atty. Kenneth Cheng, CEO of Bounty Fresh Group Holdings, Inc. & President of Fresh Group, said the next 40 years of the agriculture corporation remain focused 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 started in 1986 as a small farm with 5,000 birds in Santa Maria, Bulacan. Driven by the pledge to continue improving its products for Filipinos, the company focused on creating its own ecosystem to help uplift local agriculture and provide Filipinos with nutritious and affordable meals nationwide. 

Today, Bounty invests in its own facilities to control every step of how its products are made—from the grain feeds they import all the way to their modern, climate-controlled farms and clean handling facilities. By managing these processes under strict, clean conditions, they ensure that every food that reaches the table is safe, nutritious, and of the highest standard.

“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’s greatest strength has always been the people behind it. Every milestone over the past four decades has been made possible through the dedication of employees, the trust of customers, the partnership 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—investing in innovation, strengthening its integrated ecosystem, expanding its portfolio of food brands, and pursuing new opportunities in regional markets. Guided by its purpose of making food better, Bounty continues to help shape a stronger, more resilient, and globally competitive Philippine food industry.