‘To Nourish & Delight Everyone, Everywhere, Everyday.’
Receiving the award on behalf of CPFI during the awards was EVP and COO Greg Banzon who is also an Agora awardee for Marketing Management Excellence in 2014. For several years now, Century Pacific Food, Inc. (CPFI), the company founded by visionary entrepreneur and iconoclast Ricardo Po Sr. in 1978, has been successfully bringing these brands to many markets across the globe.
From its dominant local industry position with a market share of 83% in the canned tuna market, the company gained wide acceptance for its flagship product Century Tuna in key markets in the Middle East, North America, and Europe and across Asia Pacific. Even more impressive, Century Tuna has become a leading supermarket brand in China and Vietnam and is among the top three brands in the Middle East.
Where there is a large community of Filipinos in any country across the globe, you will almost certainly find the taste of home in every can of Century Tuna and Argentina canned meats in the shelves of top supermarkets.
Further proof of the warm acceptance of CPFI’s brands globally is how the packaging for Century Tuna and Argentina Canned Meats are translated into multiple languages—among them Spanish, Italian, German, Dutch, Swedish, Hebrew, Arabic and Chinese—plus the fact that they are carried by leading global retailers like Walmart, Safeway, Carrefour, Metro, and Giant. Today, the brands of CPFI are present in as many as 60 countries.
For this outstanding achievement, CPFI has been awarded the Outstanding Achievement in Export Marketing by the Agora Awards of the Philippine Marketing Association, the highest award-giving body has been recognizing individuals and companies that are at the cutting edge of marketing excellence. Long a coveted honor and a true feather to a local marketing professional’s cap, the Agora Awards is truly the highest marketing distinction handed out in the Philippines, highlighting versatility, innovativeness, and ingenuity.
In bestowing the Outstanding Achievement in Export Marketing, the Agora Awards took due notice of CPFI’s disciplined approach of first focusing on large Filipino communities abroad as their entry point towards establishing a market base in each region. From there, they gradually expand their reach to mainstream consumers in each country, by participating in food expos and by contacting top accounts.
Moreover, this prized recognition from the Agora Awards is a testament to the dedication of the men and women of CPFI and its Global Branding Group, led by global brands group head Randy Cruz and export marketing and sales department manager Sherry Lou Marzo.