After five decades of nourishing Filipino households and growing into a household name through brands like Mega Sardines, which held a commanding 26% market share in 2023, Mega Prime Foods, Inc. (MPFI) is now turning inward to nurture something just as essential as its food products: its people.
This July, as MPFI celebrates its 50th year, the company launched its first-ever Employer Branding, grounded in the simple yet profound message: “Nurturing Purpose, Uplifting Lives, Trusting God.” It’s a powerful statement, one that sets the tone for the next era of Mega’s growth, not just as a food manufacturer, but as a people-first organization.
A new chapter begins within
For years, Mega has quietly built a workplace culture that reflects the values embedded in its products: honesty, grit, and faith. But until now, that culture was never formally articulated. That changed on July 1, 2025, when employees gathered at the Prime Hotel Building for the official internal unveiling of the brand’s Employer Branding identity, followed by milestone launches at Mega’s newest Batangas Manufacturing Plant on July 3 and the Mega Global Warehouse on July 4. This August, Phase 2 of the launch will roll out across Zamboanga’s Mega Business Units in Cawit, Talisayan, and Ayala.
Purpose, People, and Faith
The internal launch featured three of the company’s top leaders, each unpacking one of the brand’s core pillars; purpose, upliftment, and trust.
Mr. Mark Tiu Lim, Chief Spiritual and People Officer, reflected on Nurturing Purpose, beginning with a question: “How do you find meaning in your work?” He answered it not with job titles or achievements, but with stories of teamwork, shared values, and the everyday dignity of honest work. “At Mega, we don’t just work for results, we work with purpose, for people, and always with faith.”
For Mr. Sean Angsanto, People and Strategic Projects Senior Director, Uplifting Lives is about realignment. “When the right people are in the right seats,” he explained, “they don’t just perform better, they feel better.” He spoke of moments when employees were close to giving up, and how MEGA responded with empathy, reshaping roles to match both skill and passion.
Ms. Jena Rojas, Chief Finance Officer, brought the room to quiet reflection as she spoke about Trusting God. “Fishes can’t be cultured. No machine can guarantee a catch,” she said. “But by God’s grace, we go out to sea and return. Boats may have submerged, but not one of our fishermen or captains has been harmed. We begin everything at MEGA with trust in Him.”
An identity with impact
The Employer Branding launch is more than an internal milestone, it’s a clear signal of Mega’s intent to lead with values in a rapidly evolving workforce landscape. As talent priorities shift nationwide from compensation to culture, Mega’s message is timely: here, employees are not just workers. They are individuals with purpose, potential, and a place.
And as MPFI continues to grow, most recently with the acquisition of Jimm’s Coffee in the wellness space, and a stronger global distribution network, it does so with a renewed focus on sustaining not only business performance, but employee meaning and morale.
What sets this Employer Branding effort apart is its foundation in faith. While many corporations build brand identities around innovation or performance, Mega builds from within, believing that people who are anchored in purpose and guided by faith will always uplift others.
“We became the number one sardines brand in the country not because we had the biggest budget, but because we had the biggest heart,” said MPFI President and CEO Michelle Tiu Lim-Chan during the company’s anniversary. That same heart now beats louder, this time, for its people.
