ZAMBOANGA CITY — Mega Prime Foods Inc., the country’s most integrated canned sardines manufacturer, continues to dominate the domestic market with roughly 30 percent share, 92 fishing vessels, and 900 fishermen —an industry lead it has held for more than 15 years. As it mulls further expansion, including stronger commercial fishing and shipbuilding capabilities and new product lines, the company maintains its distinct branding rooted in stewardship and faith.
Founded in Valenzuela in 1975, the company expanded to Zamboanga City in 1995. Mega Prime recently marked its 50th anniversary.
Today, its two Zamboanga City facilities operate with state-of-the-art, vertically integrated systems. With a fleet of 92 fishing vessels, the company produces about 2 million cans of sardines daily from Zamboanga and another 1 million from its Batangas plant. Its hallmark “12-hour catch-to-can” process underscores its commitment to freshness and quality.
The second generation of the Tiu Lim family now leads the business, building on founder William Tiu Lim’s vision.
Honoring the “heroes” behind the brand
One of the company’s most distinct traditions is its annual Heroes Welcome, a celebration honoring its 900–1,000 fishermen who spend nine months at sea.
“We have around 1,000 fishermen, they go to the sea for nine months. So, we consider them our heroes because their work is very hard… This is our way of giving back to them,” CEO Michelle Tiu Lim-Chan said.
The event coincides with November’s National Sardines Month, which marks the end of the fishing season. Before heading home for the fishing ban period from November to February, fishermen receive medical checkups, grooming, and fellowship activities.
“Our can of sardine is only PHP25 with 4 pieces of fish, but the amount of work we put into it is so much,” Michelle added. Fishermen receive full benefits, including bonuses, medical support, and food provisions.
During the assembly, Mega Prime awards service milestones, recognizes top performers, and distributes prizes. Many fishermen—hailing not only from Zamboanga but also from Iloilo and Cebu—have stayed with the company for more than 20 years.
Integrated operations and sustainability
Mega Prime operates one of the country’s most vertically integrated fishing and canning systems. The company owns and builds its vessels, manufactures its own cans, and runs a 450-metric-ton ice plant. Plans are underway to expand its shipbuilding and shipyard capacity.
The canning line is highly automated, with minimal human intervention and strict quality control. All fish waste is processed into fish meal as part of the firm’s environmental stewardship.
Expanding markets and product portfolio
Beyond its strong domestic footprint, Mega Prime exports to 30 countries, with about 10 percent of total production heading overseas. Mega Sardines has been certified as a Superfood, after being endorsed by the Medical Wellness Association (MWA). This highlights Mega Sardines high nutritional value and absence of preservatives.
The company has broadened its product lines to include Mega Mackerel, Mega Tuna, Mega Prime Quality fruits and vegetables, Primo Sparkling Juice, and Jimm’s Coffee Mix.
Earlier this year, Mega Prime partnered with Baqer Mohebi Enterprises in Dubai to further global expansion. Its products are now available through major distributors such as Costco in the US and Canada.
Despite early doubts from others about entering a fragmented and highly competitive sector, Michelle credits their success to their people. “The secret is our fishermen and the quality of our fish,” she said.
A God-centered culture
Michelle’s siblings, Mark Tiu Lim (chief spiritual and people officer) and Malcolm Tiu Lim (chief technical and innovations officer), help lead the company’s operations and spiritual culture.
Malcolm highlighted their integrated Zamboanga operation: “We make our own vessels… we also have 450 metric ton ice plant, and we have our can making factory,” he said. The company has already built nine of its 92 vessels and is establishing a TESDA-accredited school to develop future shipbuilding skills.
Mark emphasized the company’s God-centered identity, rooted in their parents’ spiritual transformation. Their branding reflects the belief that the company is a steward of God’s provisions.
“Providing good livelihood is the best charity,” Mark said, noting their goal to uplift lives through meaningful employment. He added that faith guides them through both strong and weak fishing seasons. “Whether we have big or small catch we always thank God because there is purpose to that, there are seasons,” he said. This season’s catch was 20 percent lower due to bad weather and earthquakes.
The siblings regularly join fishing trips to stay connected to operations and the workforce. Prayer remains part of the company’s daily routine, but Mark said, “We encourage our employees to have a personal relationship with the Lord.”
Founder William Tiu Lim now serves as chairman, offering guidance as the next generation takes the lead. “He is a man beyond his years… he saw that it is about time he steps back a bit and allow us to make mistakes,” Mark said.
William has written a book, The Heart of the Catch, chronicling 50 life lessons he hopes to share with his children and grandchildren.
