Homegrown Century Pacific Food, Inc. wins top Asian marketing award
A company that started as a small fish cannery enterprise in far-flung
Mindanao has just been named Asia’s Marketing Company of the Year, a
recognition from the Asia Marketing Excellence Award which is considered
the highest marketing award given to
deserving corporations in Asia for their outstanding and trailblazing efforts
in marketing products and services.
Century Pacific Food, Inc. (CPFI), represented by its CEO Chris Po and
General Manager Greg Banzon, received the esteemed recognition in a highly
anticipated awards ceremony held in South Korea. The award is a first for the Philippines and
definitely a major feat for CPFI, a company whose brands and products dominate
the canned food market in the Philippines, outshone 39 entries from 9 Asian countries.
The company has obviously come a long way from its humble beginnings in
1978 when it was founded by journalist and advertising man turned entrepreneur
Ricardo S. Po, Sr. Mr Po first launched the
company under the name Century Canning Corporation with then flagship
product555 Canned Sardines. Mr. Po’s keen eye for consumer needs has seen early
success for the brand in sales and market share. Soon, the company found itself
breaking into the canned tuna category in spite of the presence of competitive
imported brands. This ushered the birth of Century Tuna.
From a humble fish cannery business to one of the country’s most
outstanding food and beverage companies, with brands present in 600,000 stores
nationwide. To date, the corporation exports to 58 countries the world over.
Today, Century Tuna has pioneered lifestyle marketing in the food
category –with its brand positioning pegged on health, fitness and being sexy. This
helped propel the brand to success, reaching foreign shores even, as its cans
now line the shelves of some of the top multinational retail chains like
Walmart, Safeway and Carrefour. It has also launched the biggest, most highly
anticipated and glamorous model search in the country – Century Tuna Superbods.
CPFI also launched mid-priced tuna variants under the 555 brand name to
expand to the lower income bracket. The company now dominates the tuna category
with a strong 85% share.
Apart from marine products, CPFI also ventured into the canned meat
category through the Argentina brand, best known for market leader Argentina
Corned Beef. Its savoury taste, good quality meat and long shreds have made it
an instant Pinoy favourite. The company also ventured into the highly
competitive milk market with strong brands Birch Tree and Angel.
Beyond strengthening its solid base in the local canned products industry
and setting its sights on penetrating the more competitive global market, CPFI
makes it a point to always give back, sharing its success to the community. Through
the RS Po Foundation’s Kain Po Feeding Program for less fortunate public school
students, the company has been able to serve a total of 3 Million meals to
indigent youth. Now that’s taking its vision of truly nourishing and delighting
everyone, everyday, everywhere to heart.
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