Bounty at 40: Building food security through innovation and integrity

Values guiding growth

Mr Cheng emphasized that Bounty’s growth rests on clear values. “Our purpose is to be the trusted choice every day, everywhere,” he said in the press release. “Family is at the heart of what we do. We treat customers and partners as family.”

He added that courage, responsible growth, and integrity are central to the company’s vision. “Courage to change and innovate is very important. We want this company to be multi-generational. And we lead with integrity, because corruption is everywhere, but our decisions must rest on ethical foundations.”

Expanding production and ensuring biosecurity

Mr Cheng detailed how Bounty manages its poultry operations, from importing pedigree stock to producing broilers. “From the time we bring in the grandparent stocks to the time we produce broilers, that’s two years,” he explained.

He highlighted the company’s biosecurity measures. “We have 15 grandparent farms, all separated. If one farm has disease, we can isolate it. This is how we keep our farms healthy.”

Bounty also operates one of Southeast Asia’s largest hatcheries, producing 3 million hatching eggs weekly.

Building on these measures, the company has established farms and hatcheries across the country. It also has a network of contract growers nationwide. By producing chicken locally, Bounty avoids the need to transport poultry over long distances. This localized approach ensures fresher products, reduces logistical risks, and strengthens food security by keeping supply close to consumers.

Antibiotic-free poultry production

A point of pride for Mr Cheng was Bounty’s antibiotic-free poultry. “We are currently the only company producing no antibiotic ever chicken,” he said. “From the time the birds are reared to the time they are delivered, they are not given antibiotics.”

To ensure compliance, Bounty undergoes audits by Lloyd’s Register Quality Assurance. “We want systems that guarantee farms are managed properly and audited regularly. It’s not about claiming certification, it’s about ensuring integrity.”

Empowering farmers through agribusiness

Rodolfo Ablazo, General Manager of the Commercial Feeds – Agribusiness Group, underscored Bounty’s support for farmers.

Rodolfo Ablazo

“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,” he said.

Mr Ablazo explained that the Agribusiness Group delivers solutions, expertise, and market access to help farmers operate more efficiently, profitably, and sustainably. “Our mission is to improve farm productivity, strengthen livelihoods, and support partners with the right tools and supplier networks,” he noted.

He stressed that consistency, availability, and value are critical, since farmers buy outcomes rather than products. “When farms become more productive, food becomes more accessible. Our commitment is to follow farmers with the right innovation, technology, and market support. This is how we build a more productive, profitable, and sustainable food system,” he added.

This combination of technical support, reliable distribution, and farmer‑focused programs reflects Bounty’s broader commitment to strengthening food security.

Consumer innovation for changing lifestyles

Edwin Chen, President of the Branded & Value-Added Group, focused on consumer innovation. “Our mission is to bridge the gap between hectic routines and nutritious eating by providing premium, effortless food solutions that enrich everyday lives,” he said.

Edwin Chen

Mr Chen highlighted three pillars: high-quality eggs, value-added products, and seasonings. “We are proud pioneers in pasteurized liquid eggs and cage-free systems,” he said. “We also offer nuggets, Korean fried chicken, and other convenient meals designed for air fryers.”

He added that sustainability is integral. “True innovation isn’t just inside the package; it’s about how you get it to the table. We harness renewable energy from our farms and invest in eco-friendly operations.”

The Branded and Value‑Added Group translates Bounty’s four decades of agricultural expertise into modern food solutions. Its role is to transform the company’s foundation in farming into premium, convenient, and innovative choices that fit the evolving needs of Filipino households.

With a diverse portfolio of high‑quality and nutritious products, the group has secured Bounty’s place as a trusted household name. Looking ahead, it remains committed to advancing food innovation while staying true to the company’s guiding principle: food made better.

Restaurant expansion and community reach

Restaurant Group President James Benedict Carreon emphasized Bounty’s role in everyday meals. “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,” he remarked.

James Benedict Carreon

Mr Carreon noted that restaurant operations extend Bounty’s integration from farm to table. “We will continue to provide comfort food that makes every moment better,” he added.

Looking ahead to food security

Mr Cheng had a strong message on food security.

“Demand will double in the next 20 years. We want that opportunity to belong to Filipino farmers, not foreign partners,” he said.

He welcomed government decisions to limit chicken import volumes. “This is a positive sign that local producers are doing their job. Together, Bounty and the poultry industry are working hard to ensure opportunities remain with Filipino farmers.”

As Bounty enters its fifth decade, its leaders pledged continued innovation, farmer empowerment, and consumer-focused solutions. From antibiotic-free poultry to sustainable practices, the company aims to remain a trusted choice while strengthening national food security.