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.

Singapore Business Review - - MARKETING BRIEFING -

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

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