Bounty Fresh becomes a total food chain business in 20 years

By Rose de la Cruz

From just a poultry raiser when it began in 1997, Bounty Agro Ventures Inc.(BAVI)—producer of Bounty Fresh chicken– has evolved into a complete food chain business 20 years later with its now popular Chooks to Go roasted chicken.

It began expanding in Luzon and the entire Philippines—it started in Cebu and Davao— in 2009, the year it also became the well-known market leader in the industry when it bested companies for the Best Poultry and Livestock Company award in Livestock Asia, Kuala Lumpur, Malaysia when it obtained all award categories namely Technological Excellence, Food Safety, Marketing Excellence and Industry Leadership, a first for the Philippines.

Behind its success is a stable supply of hardworking, high quality people management and an amalgamation of employer and business best practices.

In 2002, the flourishing poultry integrator embarked on an all-out expansion in Luzon and in the whole of Visayas and Mindanao under a new management team led by Ronald Daniel Ricaforte Mascariñas.

Superbrands in 2014

Since it ventured in 2009 in oven-roasted chicken under the “Chooks to Go” brand. The first store opened in Bulacan that year, it was welcomed overwhelmingly by satisfied customers who believed on its proposition of “MasarapKahit Walang Sauce” and by 2014 it bagged the Superbrands Certification.

Employee engagement

BAVI has received global recognition for the way it cares for its people. In the recent Toastmasters International District 75 Convention, BAVI and several of its employees bagged numerous awards, including the Crystal Globe Award for enhancing its employee engagement through the continuing support of the programs in communication and leadership provided by Toastmasters.

The company has evolved its best practices by executing team-building activities such as community involvement, sports fests and many more and a BAVI Academy to provide non-stop and comprehensive training across all employee levels, from the store crew to executives, reinforcing one of its greatest advantages – its superior pool of talented people.

Mascariñas, BAVI President and General Manager, led the modernization of the company and garnered the Communications and Leadership Award, the highest that Toastmasters bestows to a non-member. In this year’s Outstanding Professional Awards, Mascariñas is one of the awardees, nominated by Superbrands for his contribution to the Philippine poultry industry.

“When you have defined roles, the results come fast. When you are trusted to execute defined goals, the growth accelerates faster. And when you have the best people, you become the fastest growing,” Mascariñas says.

Management team
Leading the management team is Mascariñas, a graduate of Bachelors’ degree in Agriculture from the University of the Philippines at Los Baños as a Cocofed scholar and Master in Management degree from the Asian Institute of Management.

The others include: Jose R. Chanyungco, VP and Chief Finance Officer; Erasmus J. Paderes, SVP for Feed Milling Operations, Animal Health Technical Services and Feeds Quality Assurance; Mark Trias, VP sales, business development, key accounts management and rotisserie operations of Metro Manila and Central Luzon; Nedo L. Sasing, VP Legal, HRD and Corporate Administration; Lourdes Villarete, AVP for finance; Paul N. Tiangco, VP South and North Luzon operations; Henry G. Sy, AVP for Southern Luzon operations; Dominic B. Navarro, AVP International Business Operations; Antonio A. Utzurrum, VP Visayas operations; Carlos S. Pelayo, Jr., AVP Mindanao Operations; Nemesio V. Sta. Ana, III, AVP store and dressing plant engineering, maintenance and logistics; Kathlene S. Gomez, AVP marketing and corporate communications; Gladys S. Quillopas, Group Manager, Information Systems Department; Milady Glo T. Resurreccion., Group Manager, Compliance Department and Crispin G. Aquino, VP for supply chain management and executive assistant to the president. .

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