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Aviagen Asia Pacific is pleased to announce that Bounty Plus Inc has entered into a new supply agreement to become the authorized distributor of Ross genetic stock in the Philippines—marking a significant evolution in the long-standing relationship between the two companies.
For nearly 15 years, Bounty has collaborated closely with Aviagen through the distribution and internal use of Indian River parent stock (PS) and broilers. While Indian River initially supplied a modest portion of Bounty’s total requirements, confidence in the breed grew rapidly as Bounty and its customers gained experience with its performance.
In recent years, Indian River has become the majority breed used within Bounty’s integrated operations and client network. Bounty will continue to distribute Indian River in the Philippines.
The continued collaboration has given Bounty leadership deep insight into Aviagen’s balanced breeding philosophy and its focus on performance, welfare, and sustainability—priorities that align closely with Bounty’s own direction.
Bounty has also gained first-hand exposure to the Ross 308 through its New Zealand subsidiary, Tegel Foods Ltd, a long-time Ross user, known for delivering some of the best broiler performance globally, while maintaining excellent welfare outcomes.
The Chen family’s venture into poultry began in the 1980s with a modest farm in Bulacan. It has now grown into Bounty Fresh Group Holdings Inc—one of the country’s leading fully integrated poultry companies.
Over the decades, Bounty expanded its capabilities and strengthened its farm-to-table system, operating grandparent and parent stock farms, hatcheries, feed mills, dressing plants, and state-of-the-art cool-cell broiler complexes to ensure consistent quality.
Bounty is the country’s first integrated producer of Raised Without Antibiotics (RWA) poultry, and its retail brand Chooks-to-Go is on track to reach 2,000 outlets by the end of 2025.
With strong biosecurity systems and a deep understanding of the entire value chain—from GP production to retail—Bounty is uniquely positioned to support growing demand in the market.
Under the new agreement, the first Ross grandparent flock was delivered in late 2025, with PS chicks expected to be available nationwide in late 2026. The Ross distribution will help meet the strong domestic demand for Ross genetics, and with the combined support of Bounty and Aviagen, demand is expected to grow further.
“Our long and successful experience with Indian River, our exposure to Aviagen’s culture, and the strong local demand for Ross make this the right moment for Bounty to welcome another Aviagen brand into our portfolio,” said Atty Kenneth Cheng, CEO of Bounty Plus Inc.
Larry Blackstone, Ross Brand Manager for Asia Pacific, added, “Ross has a new home in the Philippines now, and we couldn’t be more pleased to be strengthening our partnership with Bounty.”
About Aviagen
Since 1923, Aviagen has been recognized as a preferred global poultry breeding company.
Its mission is to ‘Breed Success Together’ with its valued customers, supporting these global chicken producers in their crucial endeavor to supply sustainable, affordable and nutritious protein to communities worldwide.
Committed to driving positive change in the poultry industry, Aviagen implements efficiencies that not only make commercial chicken production environmentally and socially responsible, but also economically beneficial to producers.
Their holistic approach focuses on simultaneously enhancing flock performance, health and welfare, while ensuring food safety and security by upholding the highest biosecurity standards.
To meet varied market demands, Aviagen offers a full portfolio of breeding stock under the Arbor Acres, Indian River and Ross brand names. The Rowan Range and Specialty Males target slower-growing and other niche market needs.
Aviagen is based in Huntsville, Alabama, the US, with operations across the UK, Europe, Turkey, Latin America, India, Australia, New Zealand, Africa and the US, and joint ventures in Asia.
The company employs close to 8,000 people and serves customers in 100 countries.
For more information, please visit Aviagen.com