Bringing the best Filipino brands to the world
Where
there is a large community of Filipinos in any country across the globe, you
will almost certainly find the taste of home in every can of Century Tuna and
Argentina canned meats in the shelves of top supermarkets.
For
several years now, Century Pacific Food, Inc. (CPFI), the company founded by
visionary entrepreneur and iconoclast Ricardo Po Sr. in 1978, has been
successfully bringing these brands to many markets across the globe.
From
its dominant local industry position with a market share of 83% in the canned
tuna market, the company gained wide acceptance for its flagship product
Century Tuna in key markets in the Middle East, North America, and Europe and
across Asia Pacific. Even more impressive, Century Tuna has become a leading
supermarket brand in China and Vietnam and is among the top three brands in the
Middle East.
Further
proof of the warm acceptance of CPFI’s brands globally is how the packaging for
Century Tuna and Argentina Canned Meats are translated into multiple
languages—among them Spanish, Italian, German, Dutch, Swedish, Hebrew, Arabic
and Chinese—plus the fact that they are carried by leading global retailers
like Walmart, Safeway, Carrefour, Metro, and Giant. Today, the brands of CPFI
are present in as many as 60 countries.
For
this outstanding achievement, CPFI has been awarded the Outstanding Achievement
in Export Marketing by the Agora Awards of the Philippine Marketing
Association, the highest award-giving body has been recognizing individuals and
companies that are at the cutting edge of marketing excellence. Long a coveted
honor and a true feather to a local marketing professional’s cap, the Agora
Awards is truly the highest marketing distinction handed out in the
Philippines, highlighting versatility, innovativeness, and ingenuity.
In
bestowing the Outstanding Achievement in Export Marketing, the Agora Awards
took due notice of CPFI’s disciplined approach of first focusing on large
Filipino communities abroad as their entry point towards establishing a market
base in each region. From there, they gradually expand their reach to
mainstream consumers in each country, by participating in food expos and by
contacting top accounts.
Receiving
the award on behalf of CPFI during the awards was EVP and COO Greg Banzon who
is also an Agora awardee for Marketing Management Excellence in 2014.
Moreover,
this prized recognition from the Agora Awards is a testament to the dedication
of the men and women of CPFI and its Global Branding Group, led by global
brands group head Randy Cruz and export marketing and sales department manager Sherry
Lou Marzo, who bring to life the credo ‘To Nourish & Delight Everyone,
Everywhere, Everyday.’
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