With cost-efficient initiatives and maximization of its value chain, Century Pacific Food Inc. (CPFI) announced a price rollback of its canned sardine products by P1 starting July 1, 2025.
“There will be a P1.00 rollback per can on all Ligo and 555 sardines starting July 1, 2025,” said CPFI in a statement on June 29, 2025. CPFI sells hundreds of millions of sardines cans annually under each of its flagship brands, 555 and Ligo. The price cut is part of the company’s advocacy of putting the welfare of Filipino consumers first, especially during times of economic uncertainty.
“In our small way, Ligo and 555 brands want to ease the burden on consumers and support them during these times,” said Ronald M. Agoncillo, vice president and general manager of CPFI Sardines.
According to Agoncillo, cost-effective actions, such as its continuous efforts to maximize the value chain, working with different communities, and alignment with stakeholders, have enabled them to give maximum value to its customers while maintaining high product quality standards.
As a testament to its strong commitment to stakeholders and community engagement, CPFI was recently recognized at the 2025 Tambuli Awards for its Sustenido Bulan initiative.
Sustenido Bulan, a holistic program that promotes inclusive growth and sustainable sardine fishing practices among smallholder fisherfolk in Bulan, Sorsogon, received Gold for Inclusive Growth and Silver for Care for the Environment under the Corporate Purpose-Driven Impact Category.
The initiative has led to a significant 10 percent reduction in fish rejection rates– effectively minimizing food and marine waste while boosting the incomes of over 200 smallholder fisherfolk.
It has also created more than 850 local jobs and enabled the additional production of over 65 million servings of quality sardine products.
Furthermore, the company extended its flagship school feeding program, Kain Po, through the RSPo Foundation, reaching over 1,000 children in Bulan with regular servings of protein-rich meals.
The program also delivered strong business results through a more resilient supply chain- enabling CPFI’s sardine brands, such as 555 and Ligo, to achieve profitable growth.
