PH sardines maker forays into US market

MANILA, Philippines — One of the Philippines’ largest sardine brands is expanding in the US through a partnership with the second-largest American grocery chain, which will carry its products across 2,750 stores.

Mega Sardines, owned by Mega Prime Foods Inc. (MPFI) of the Tiu Lim family, said Tuesday its canned products will roll out across Kroger stores, with nationwide availability targeted by mid-September.

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Mega CEO Michelle Chan said the US expansion has been in the works for nine months, and the company will support it with investments and participation in key food shows.

“The United States has been one of our key priorities and this opportunity has been in development for nine months including investment and participating in major US food shows to assess the American consumer,” Chan said.

Mega has tapped The Turnaround Artists as its international sales partner as it scales up global distribution.

Moreover, the company, which exports to about 30 countries, said the Kroger deal marks a shift from niche ethnic shelves to mainstream US grocery aisles.

Likewise, the company has expanded into Azerbaijan, Kenya and Jordan, and is targeting Uzbekistan, Chile, Panama and Nigeria in its next growth phase.

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Still, Mega allocates 5–10 percent of its catch for exports and said it is now the world’s second-largest sardines brand, behind South Africa’s Lucky Star.

“It will be the No. 1 brand in the world, and it will be the first Filipino consumer brand to be No. 1 in the world, by the end of 2027,” said James Lafferty, managing partner at The Turnaround Artists.

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In Azerbaijan, Mega captured a 10-percent market share within two months and aims to replicate the same momentum in the US.

Meanwhile, asked about the 12.5-percent US tariff on Philippine goods, Chan said the company remains focused on rising demand for sardines as a health-oriented food.

“We’re not really concerned with geopolitical (issues) because it’s about food security,” she said. “It’s about time because the sardines right now are booming. There’s a lot of demand.”

Mega said its export products will remain Philippine-made, supporting 5,000 workers, 1,000 fisherfolk, and three canning plants in the country. /pai