Decades of providing food for people’s health and wellness
Century Pacific exports Century Tuna to over 60 countries globally, including the key markets of Middle East, North America and Europe.
When Century Pacific Food Incorporated (CPFI) won in the Asian Export Awards 2018 late last year, the recognition not only underlined the company’s stellar growth in reaching new markets and shores, but also emphasised the largest canned food company in the Philippines’ commitment to providing its customers with canned products that offer the best taste and the most health benefits for their wellness.
Making a global mark
Best known for their Century Tuna brand, the company has truly made its mark not just in the Philippines but all over the world, particularly in banishing the notion that canned foods do not offer any health benefits.
“One of the biggest drivers of change in the food and beverage industry has been the raised level of awareness in health-related matters, and Century Tuna has ensured [that] we are known to be the healthy brand, [and] not just because of our tuna product, but because it is Century Tuna,” said Sherrylou Marzo, CPFI’S Export Sales and Marketing Manager.
CPFI, as the largest canned food company in the Philippines, is currently engaged in the development, marketing, and distribution of processed fish, meat, dairy, and coconut under the company’s own brand, as well as others.
But it’s in the canned meat and canned fish, particularly in tuna, that the company has made its mark and retains its market leadership locally. Century Tuna has been a dominant market leader for over 30 years in the Philippines, with its focus on superior taste and health benefits - something that is in line with the company’s common purpose of nourishing and delighting everyone, everyday, and everywhere.
“To continue building on health equity, Century Tuna leveraged on the many health benefits that are inherent in tuna and continued differentiating itself amongst the slew of health brands via the Superbod icon,” said Marzo, explaining that the Superbod concept was developed to allow people to look at Century Tuna as not only a food product with health benefits, but as an integral part of a “healthy way of life.”
Marzo noted that in the past 4 years, CPFI and Century Tuna embarked on various marketing and strategy narratives to push the health and wellness concept attached to the brand, including dramatic transformations of celebrities from a “regular Joe” to health and wellness icons, or what CPFI refers to as a certified Century Superbod. (this has proven to be a hit in the Philippines, according to Marzo).
“To drive consumption, the Superbod Diet and Exercise programme was published online,” she said. “This made the now iconic Superbod ideal accessible to the public.”
Century Pacific Team at the Asian Export Awards 2018