Daven Tamayo

Mega Prime’s Sardine Strategy: IPO, Superfood Pitch & Global Reach

Article (news)

Raine Musñgi

<p>MANILA — Mega Prime Foods Inc, maker of the iconic Mega Sardines, is doubling down on a bold three-part strategy: prepare for an initial public offering (IPO), transform its brand into a certified superfood, and double export share — all within two to three years.</p><p>“We are targeting an initial public offering within the next two to three years…” said Michelle Tiu Lim‑Chan on ANC’s Market Edge.</p><p>She adds that the company can produce 3 million sardine cans daily, with demand remaining steady thanks to 90 percent Filipino consumption, averaging 15 million cases annually.</p><p>Amid inflation, Mega Prime chose to absorb cost pressures, keeping prices stable for Filipino consumers. Meanwhile, a P1 billion+ capex investment is kickstarting automation, new boats, and upgraded facilities.</p><p>The brand’s superfood certification by the U.S. Medical Wellness Association adds a healthy halo, ideal for new markets. With exports currently at just 5 percent, Mega Prime aims to reach 10 percent of sales abroad by 2027, targeting non-Filipino consumers in key global markets.</p><p>Global demand supports the move. Global Information Inc. reports, the worldwide canned sardine market is expected to grow from $10.8 billion in 2025 to $15.5 billion by 2029.</p><p>Also in the works is an acquisition slated for next year, accelerating brand expansion and EBITDA ahead of the IPO, part of a larger plan to double revenues every five years.</p><p>Separated from lab-grown protein trends, Lim‑Chan reiterated that canned sardines need whole fish, so cultivated “shreds” won’t cut it.</p><p>Catch the full interview of Michelle Tiu Lim‑Chan with Michelle Ong on Market Edge, exclusively on the ABS-CBN News Channel.</p><div> </div><div><span class="fr-video fr-deletable fr-fvc fr-dvb fr-draggable" contenteditable="false" draggable="true"><iframe width="640" height="360" src="https://www.youtube.com/embed/RGR1lqwufl4?&amp;wmode=opaque&amp;rel=0" frameBorder="0" allowfullscreen="" class="fr-draggable"></iframe></span><br/></div>

Mega Prime’s Sardine Strategy: IPO, Superfood Pitch & Global Reach

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Mega Prime’s Sardine Strategy: IPO, Superfood Pitch & Global Reach

Raine Musñgi,

ABS-CBN News Channel

Published Jul 23, 2025 08:22 PM PHT

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