Philippines-based Bounty Fresh Group recently unveiled its “Food Made Better” campaign at a recent meet-and-greet event.
“The campaign underscores Bounty’s unwavering commitment to continuous improvement, reflected in expanded product offerings, innovative solutions, employer brand values, and a strong focus on sustainability and community support,” the company stated on a LinkedIn post.
During the event, Bounty Fresh Group CEO Kenneth Cheng, Vice President for Corporate Marketing Patricia Cheng-Lim, and Senior Vice President and Chief Agriculture Officer Dr. Vicente Manalo Jr., outlined the campaign.
Among the things discussed was the company’s commitment to producing no antibiotics ever (NAE) chicken.
“This approach helps combat the global threat of antimicrobial resistance, a serious health concern recognized by the World Health Organization,” the company said.
Another part of that initiative is the “AgriCOOLture Campaign,” which aims to get young people interested in agriculture and make them feel empowered. In doing so, the company hopes to address the problem with a lack of young people in the industry.
Bounty Fresh Group, according to the WATTPoultry.com Top Poultry Companies database, has 21 processing plants and 15 hatcheries. It slaughtered 140 million broilers during the past year, making it the 20th largest broiler producer in Asia.
In 2018, Bounty Fresh Group made an offer to acquire New Zealand poultry producer Tegel Foods, which holds a 50% market share for chicken in the country, as well as a 90% share for turkey. Tegel Foods operates one slaughter plant, four processing plants and three hatcheries.
