"For four decades, Filipinos have given Bounty a place on their tables, and the biggest way we can pay back their trust is by strengthening the country's food security. We're committed to safeguarding food security for all Filipinos through agricultural production and leadership." ~Kenneth Cheng, President of Fresh Group and CEO of Bounty Fresh Group Holdings, Inc.
A celebration of four decades of passion, innovation, and dedication to Filipino families unfolded as Bounty marked its 40th anniversary with a powerful message — continuing its mission to help strengthen the country’s food security.
I had the opportunity to witness this milestone celebration held last June 25 at the Marquis Events Place in Bonifacio Global City, Taguig, where Bounty executives, media partners, and industry leaders gathered to look back on the company’s incredible journey and discuss the future of Philippine agriculture.
More than just an anniversary celebration, the event became a meaningful conversation about one of the country’s biggest challenges — achieving food security and building a stronger, more sustainable agricultural industry.
During the program, Atty. Kenneth Cheng, CEO of Bounty Fresh Group Holdings, Inc. and President of Fresh Group, shared Bounty’s commitment to helping the Philippines move closer toward food self-sufficiency.
What stood out to me during the discussion was how Bounty’s vision goes beyond simply producing food. The company emphasized that food security starts from the roots — from supporting farmers, improving agricultural practices, investing in technology, and creating opportunities for communities across the country.
Through partnerships with Filipino farmers and livestock raisers, Bounty provides access to tools, training, technology, and market opportunities to help them grow and become more competitive.
Mr. Rodolfo Abelardo “Polo” Ablazo, General Manager of the Commercial Feeds - Agribusiness Group, also highlighted the importance of empowering agricultural partners.
"We want the whole agricultural sector to thrive together, so we empower thousands of entrepreneurs across the country and help farmers and livestock raisers succeed by providing advanced nutrition, technology, and technical support that improve animal health, productivity, and profitability. When our partners succeed, they help strengthen food security, create jobs in their communities, and ensure Filipino families continue to have access to safe, high-quality, and affordable food." ~Mr. Rodolfo Abelardo "Polo" Ablazo, general manager of the Commercial Feeds - Agribusiness Group
A fascinating takeaway from the event is how Bounty has built an integrated food ecosystem — from raising livestock and producing feeds to delivering ready-to-enjoy meals for Filipino consumers.
Food made better
Bounty’s story started from humble beginnings in Santa Maria, Bulacan, beginning as a single-layer farm with only 5,000 chickens.
Over the years, the company expanded by investing in different parts of the agricultural supply chain, including grandparent farms, parent stock farms, hatcheries, dressing plants, feed mills, and modern cool-cell broiler complexes.
This growth allowed Bounty to maintain better control over quality, safety, and production — ensuring that every product reaching Filipino households meets their standards.
One interesting milestone in Bounty’s journey was its transition in 2023 into “One Bounty,” bringing together four major groups: Bounty Fresh Group, Agribusiness Group, Branded & Value-Added Group, and Restaurant Group.
This move created a more unified vision for the company, allowing each group to work together and strengthen Bounty’s overall ecosystem.
"For 40 years, Filipinos have trusted and allowed us to be part of their meals, so we share our success with everyone who welcomed us to their tables. We will continue to provide comfort food that makes every moment better." ~James Benedict Carreon, president of Restaurant Group
"Our diverse portfolio of convenient, high-quality, and nutritious products is what makes Bounty a household fixture daily. We will continue to push the boundaries of food innovation, staying true to our commitment to 'food made better." ~Arch. Edwin Chen, president of Branded & Value-Added Group
For many Filipinos, Bounty is already a familiar part of everyday meals. Today, the company continues to expand its reach with more than 2,200 stores nationwide under popular brands such as Chooks-to-Go and Uling Roasters.
From family dinners to quick meals on busy days, these brands have become part of Filipino food culture by providing accessible and comforting meals.
James Benedict Carreon, President of Restaurant Group, shared how the company values the trust that Filipino consumers have given them throughout the years.
Meanwhile, Arch. Edwin Chen, President of Branded & Value-Added Group, highlighted how Bounty continues to innovate while staying true to its promise of “food made better.”
After 40 years, Bounty’s journey reflects more than business growth — it represents a commitment to helping build a stronger agricultural sector in the Philippines.
From supporting farmers and creating jobs to producing food that reaches millions of Filipino families, Bounty continues to play an important role in the country’s food landscape.
The celebration was a reminder that every meal has a story behind it — from the hardworking farmers and agricultural partners to the people who make sure quality food reaches Filipino tables.
As Bounty enters its next chapter, the company continues to focus on innovation, collaboration, and sustainability — proving that making food better also means helping create a better and more food-secure future for everyone.
About Bounty
Bounty is a large-scale industrial agriculture corporation founded by the Cheng family in 1986 with 5,000 birds in its layer farm in Sta. Maria, Bulacan and is now the second-largest poultry integrator in the Philippines. It started as Bounty Farms Inc., a producer of table eggs that became the standard for quality and freshness with its "golden yolk," a unique color of yolk achieved through the hen's good nutrition and excellent living conditions. In 1993, Bounty Fresh Food Inc. was created to compete in the broiler integration segment.
Today, Bounty operates with a singular, driving purpose: to innovate more to improve the lives of families through life's bounty. With a vision to be the trusted choice, everyday, everywhere, Bounty seamlessly integrates poultry farming, feed operations, and retail networks to deliver value, modern food solutions, and happiness to millions of customers nationwide.
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