Bounty Celebrates 40th Anniversary, Commits to Strengthening Food Security

As the massive industrial agriculture company commemorates 40 years of improving food, Bounty pledged to assist the nation in achieving food security and self-sufficiency.

This was the main point of Atty.'s message. Kenneth Cheng, President of Fresh Group and CEO of Bounty Fresh Group Holdings, Inc., at the company's milestone celebration on June 25 at the Marquis Events Place in Bonifacio Global City, Taguig.

Key Bounty executives, media partners, and industry experts participated. Company representatives used the occasion to reflect on Bounty's journey, give their perspectives on the nation's agriculture industry and food security, and talk about what lies ahead.

As the massive industrial agriculture company commemorates 40 years of improving food, Bounty pledged to assist the nation in achieving food security and self-sufficiency.

This was the main point of Atty.'s message. Kenneth Cheng, President of Fresh Group and CEO of Bounty Fresh Group Holdings, Inc., at the company's milestone celebration on June 25 at the Marquis Events Place in Bonifacio Global City, Taguig.

Key Bounty executives, media partners, and industry experts participated. Company representatives used the occasion to reflect on Bounty's journey, give their perspectives on the nation's agriculture industry and food security, and talk about what lies ahead.

"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.

In 2022, the Philippines placed 67th out of 113 nations in the Global Food Security Index. Four years later, the country is facing the same dilemma, with the Department of Social Welfare and Development promoting food security through regional collaboration.

Bounty intends to address this by strengthening local agricultural production and assisting the country in becoming food self-sufficient. The company collaborates with Filipino farmers, giving them with tools, technological support, and training, as well as market access required to succeed in a competitive environment.

These activities serve to ensure fresh, safe food for the country while also actively promoting a better, more sustainable Philippine poultry business.

"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

Food made better

Bounty's humble beginnings date back to Santa Maria, Bulacan, when it was a single-layer farm with 5,000 chickens. Over the years, it has invested in grandparent farms, parent stock farms, hatcheries, dressing factories, feed mills, and cool-cell broiler complexes to ensure that all of its products are safe and of excellent quality.

By 2023, the corporation had converted from many Bounty enterprises to One Bounty with four core groups: Bounty Fresh Group, Agribusiness Group, Branded & Value-Added Group, and Restaurant Group, each with a distinct focus of operations within Bounty. This change attempted to consolidate strategic vision, allowing seamless collaboration. Maximizing the overall value provided to partners and customers. This integration ultimately benefited the company's whole ecology.

"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

Bounty's comprehensive approach--from feeding cattle to fueling the nation--solidifies its position as a pillar of the country's agriculture economy. As the company celebrates its 40th anniversary, it commits to continue innovating and partnering to ensure that a more food-secure tomorrow is within reach for the nation.

Today, the company continues to grow with more than 2,200 stores nationwide under the country's leading takeaway brands, Chooks-to-Go and Uling Roasters.

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.

Bounty Fresh Chicky's Easter Camp with Chicky and BFF Jolina Magdangal-Escueta!

"Sarap Mornings Basta Breakfast, Bounty Fresh!" Positions the brand as the family's go-to breakfast, whether eaten at home or packed as a baon to go. Bounty Fresh simplifies and improves mornings by offering convenient, nutritious, and delicious options.

This Easter season, Chicky's Easter Camp sponsored by Bounty Fresh features chicken, eggs, and a large, beautiful, healthy breakfast. Ayala Malls U.P. Town Center, Phase 2 Activity Area, Katipunan Avenue, Quezon City, hosted a fun-filled day of games, adventures, surprises, and delectable discoveries for the entire family. This enjoyable and educational exercise took place last Sunday, April 12, 2026.

Bounty Fresh's campaign emphasizes the importance of making healthy choices for breakfast and baon, empowering families to provide meals they are proud of.

Bounty Fresh – the leading, fully integrated poultry company in the Philippines that produces and sells fresh chicken, various meat products and table eggs known for its “no antibiotics ever” chicken production policy – is staging the camp to highlight the importance of breakfast for both young and old.

Chicky's Easter Camp provided children with the opportunity to experience the joy of the Easter season with family and friends. There includes a little play area for children, a Photo Booth, games such as Eggy's Adventure and Breakfast Match, and freebies and surprise items from the vendors.

Jolina Magdangal, an actress and certified ka-Bounty Fresh family member, joins in the fun and shares tips on how to prepare delicious and nutritious morning dishes. Chicky, the renowned Bounty Fresh mascot, made a special appearance, and campers learned about proper nutrition!

Easter Camp is a natural continuation of this message. Easter is a time for family connection, celebration, and new beginnings. The ideal moments to highlight how Bounty Fresh helps families start their day perfectly. We will bring breakfast to life with engaging activities, product experiences, a fun program, and a special meet-and-greet with Chicky at a family-oriented event.

Only Bounty Fresh Sarap Mornings - ang ideal na almusal na masarap, masustansya, at madaling ihanda mula sa chicken, eggs, meats, at breaded items para masayang pamilya o invigorating me-time!

Many people begin their mornings in a hurry, rushing to get ready, preparing for work or school, and frequently bypassing important times with family or even themselves. This rushed pattern makes mornings feel hectic, repetitive, and devoid of joy. People want for lighter beginnings and happier moments that fuel positivity throughout the day.

Only Bounty Fresh Sarap Mornings - ang perfect na almusal na masarap, masustansya, at madaling ihanda mula sa chicken, eggs, meats, at breaded products para sa masayang pamilya o energizing me-time!

Chicky's Easter Camp has everything from fresh chicken and eggs to a large assortment of poultry, meat, and breaded goods to assist moms and dads plan and prepare the most important meal of the day.

Have fun at Chicky’s Easter Camp presented by Bounty Fresh on April 12 at Ayala Malls U.P. Town Center

Why are chickens and chicks the most popular Easter symbols? Because chickens and eggs represent fresh life, fertility, and rebirth, which is the core message of Easter.

This Easter season, Chicky's Easter Camp presented by Bounty Fresh features chicken, eggs, and a large, beautiful healthy brunch. The entire family will enjoy a day of activities, adventures, surprises, and delectable discoveries at Ayala Malls U.P. Town Center, Phase 2 Activity Area, Katipunan Avenue, Quezon City. This entertaining and educational program takes place on Sunday, April 12.

From 10 a.m. to 10 p.m. Chicky's Easter Camp allows children to celebrate the Easter season with their families and friends. There includes a little play area for children, a Photo Booth, games such as Eggy's Adventure and Breakfast Match, and freebies and surprise items from the vendors.

At 2 p.m. Jolina Magdangal, an actor and certified ka-Bounty Fresh family member, will join in the fun and provide recipes for delicious and nutritious morning dishes. Chicky, the renowned Bounty Fresh mascot, will make an appearance, and campers will also learn about proper nutrition!

Bounty Fresh, the Philippines' leading, fully integrated poultry company that produces and sells fresh chicken, various meat products, and table eggs known for its "no antibiotics ever" chicken production policy, is hosting the camp to emphasize the importance of breakfast for both young and old.

Chicky's Easter Camp seeks to educate campers and their parents on how to cook tasty, nutritious, economical, and simple breakfasts that can be eaten at home or packed as baon.

Bounty Fresh created the "Basta Breakfast, Bounty Fresh!" campaign with the goal of providing the greatest, high-quality, nutritious food options. To make breakfast the highlight of the day.

Not just any breakfast. High-protein breakfasts are recommended by health professionals for children to give them with prolonged energy, increased focus, behavior, and academic achievement. High-protein breakfasts promote growth, muscle development, and improved metabolism.

For adults, a protein-rich breakfast stabilizes blood sugar, aids weight management, increases energy levels, and lowers cravings and overeating throughout the day.

“We will help families start their day right. Through interactive activities, product experiences, a fun program and a special meet-and-greet with Chicky, we will bring breakfast to life and make this meal so enjoyable that it will bring families together at the breakfast table. If you love breakfast, you must come to Chicky’s Easter Camp on April 12 at Ayala Malls U.P. Town Center Phase 2 Activity Area, Katipunan Avenue, Quezon City.” ~Stephanie Balois-Guerrero, Vice President – Head of Marketing of Bounty Plus Inc.

That's why, in addition to the fun and games, Chicky's Easter Camp will sell tasty, nutritious, and handy high-protein goods, ensuring that parents never run out of morning delights and ideas. Chicky's Easter Camp has everything from fresh chicken and eggs to a large assortment of poultry, meat, and breaded goods to assist moms and dads plan and prepare the most important meal of the day.

Bounty Fresh launched the "Baon Food" effort to ease healthful meal preparation and effectively communicate the Pinoy love language

Filipinos, who are kind and nurturing, express their affection via food. Are you a kuma? This is the most frequently requested question by family members and guests.  Typically, kids leave home with a paban. The culture of nurture includes the practice of preparing and carrying packed lunches to work, school, or on leisure vacations.

Bounty Fresh invented "Basta Baon, Bounty Fresh" to make packed meal preparation easier and more convenient, taking into account the endearing Pinoy trait and the fast-paced lifestyle.  Now it's easy to produce effortless baon: hunger-easing nibbles or tasty, conveniently packaged "ulam" for enjoyment away from home.

The effort aims to help parents, partners, students, and professionals prepare fresh and convenient meals for school, work, and travel.  This demonstrates the company's dedication to delivering high-quality meal options for busy Filipinos.

There are "Crispy and Crunchy Options" - a collection of breaded chicken items manufactured from 100% chicken meat, including Nuggets, Sticks, Chicken Popcorn, Mixed Shape Nuggets, and Chomps, which are convenient and delightful options for a fast bite or as part of a bigger meal.

"Savory Sensations" offers ready-to-cook sariwa, malinis, and pre-seasoned meats such as Pork Tapa, Pork Tocino, Garlic Longganisa, and Chorizo Style de Cebu, delivering real Filipino flavors with minimal preparation.

There are also "Baon Essentials"--high-quality, golden yolk Premium Eggs that can jumpstart the day with a protein-rich meal in and of themselves, as well as a variety of fresh chicken cuts raised with No Antibiotics Ever, including whole and marinated options for those who prefer to cook from scratch.

"We understand the daily juggling act our consumers face. Preparing baon should not be a source of stress. Through 'Basta Baon, Bounty Fresh,' we are providing practical solutions that allow individuals and families to enjoy fresh, delicious meals, no matter how packed or busy their schedule is. Basta Baon, Bounty Fresh” initiative aligns with Bounty Fresh's broader "The One You Deserve" thrust that emphasizes the company's dedication to supporting consumers in making healthy and convenient food choices. The launch comes at a time when, according to a recent study by Food Industry Asia (FIA), 81% of Filipinos recognize their personal responsibility in maintaining a healthy, balanced diet. Bounty Fresh aims to bridge the gap between this desire and the realities of time-constrained meal preparation.” ~Stephanie Guerrero, Vice President for Marketing of Bounty Plus Inc.

Bounty Fresh additionally highlights its function as a reliable partner in the poultry goods market, ensuring quality and freshness.  The "Basta Baon, Bounty Fresh" campaign exemplifies this commitment by providing accessible and convenient options for daily meal preparation.  

Consumers are urged to explore the Bounty Fresh product line to see how they may streamline their meal preparation routines and enjoy delicious, worry-free baon every day.

The "Basta Baon, Bounty Fresh" goods are currently available at www.bountyfreshmarket.ph, as well as in top supermarkets and online grocery shops countrywide.

About Bounty Fresh:

Bounty Fresh is one of the leading providers of fresh and processed poultry and meat products in the Philippines. Committed to quality, freshness, and innovation, Bounty Fresh offers a wide range of products to meet the diverse needs of Filipino consumers. With a focus on making meal preparation easier and more enjoyable, Bounty Fresh continues to be a trusted name in Filipino households.