Bounty Fresh – Asia’s Best This is not just a slogan for a marketing gimmick. This is simply a statement of fact. Winner of numerous prestigious national awards in the poultry and livestock industry for the past several years, from product quality excellence all the way to consumer services, the Bounty Fresh Group upped the ante and bested the leading and world renowned poultry and livestock companies in Asia and won the 2009 Best Poultry and Livestock Company Award at the 2009 Asian Livestock Industry Awards held in Kuala Lumpur, Malaysia, in the categories of Technological Excellence, Food Safety, Marketing Excellence and Industry Leadership.
A member of the Bounty Fresh Group of Companies, Bounty Agro Ventures, Inc. (BAVI) is the poultry integrator company in the group together with sister company Bounty Fresh Food, Inc., that carried the Bounty Fresh Brand to the entire archipelago. BAVI is presently ranked 207th among the top 1,000 corporations in the Philippines.
Owned by the Chen family, BAVI was incorporated in 1997 with initial operations in Cebu and Davao. In 2002 the company launched into full operation as poultry integrator covering provincial Luzon, and the whole Visayas and Mindanao. It engaged the best qualified professionals in the industry and embarked on a program to modernize operational capability and market expansion, led by the current President and General Manager, Ronald R. Mascariñas, a product of the country’s premier agri-business institution, the U.P. Los Baños and the Asian Institute of Management.
The operations of BAVI has a nationwide business network of nineteen branches and two sales offices across the country with over 60 distributors, fully supported by over 600 broiler contract farms with a total capacity of 11 million birds, 15 hatcheries, 10 feed mills, 21 poultry processing plants and 2 processed meats plants. Owned by individual business partners under contract or tolling arrangement, these facilities are closely supervised and monitored by BAVI, creating a highly efficient supply chain in poultry integration and further extending the business and economic impact of BAVI’S enterprise. The company adds value in the supply chain by organizing and providing technical assistance to each part of the supply chain, making sure that the business interests of each part of the chain are reasonably served.
The company’s processing plants have been conferred by the National Meat Inspection Service (NMIS) as the best and cleanest processing plants in the country for the last four years with consistent Triple A ratings. In layman’s terms, BAVI processing plants have been coming out with the cleanest and the best quality chicken in the country for the last four years. For the last four years, Bounty Fresh eggs have been the market leader for table eggs, not to mention that Bounty Fresh is also the market leader in the layer genetics business.
In 2008 BAVI launched into the oven roasted chicken business under the “Chooks To Go” trade name, completing the entire integration cycle of the poultry operations, from farm to the dinner table. Today BAVI is the country’s number one rotisserie chicken chain with more than 1,000 rotisserie stores nationwide, and retails more than 100 million chickens a year. No other poultry integrator in the country has accomplished this feat.
BAVI has also gone beyond selling the usual complement of dressed chicken products and has developed a line of processed products under the Bounty Fresh brand. The processed business line includes hotdogs, cold cuts, nuggets and sausages, and plans are in place to strengthen the company’s product line via new product introductions in the coming months.
In October 2010, the Chairman of the Board of Bounty Agro Ventures, Inc., and concurrent president of sister company Bounty Fresh Food, Inc. Mr. Tennyson G. Chen was named Entrepreneur of the Year 2010 and Master Entrepreneur, in the highly prestigious and much coveted SGV Foundation’s Ernst & Young Entrepreneur of the Year awards for his outstanding leadership, melding innovation and quality to secure Bounty Fresh’s position as one of the country’s largest and most reputable food producers. Under Mr. Chen’s steady hand, the company revolutionized the broiler chicken production industry and pioneered many of the systems now being used by the country’s poultry integrators.
Today,Bounty Fresh is Asia’s Best.