National Sardines Month: Honoring Filipino Fishermen — From Catching to Giving

 

Mega Prime Foods executives and Bulacan City officials led the celebration of National Sardines Month through the SardinaSaya event held at Star Arena, Baliwag, Bulacan.

 

From left: Baliuag LGU officials; on the right: Marvin Tiu Lim (Chief Growth and Development Officer, Mega Prime Foods Inc).

Mega Prime Foods, Inc., maker of Mega Sardines, the country’s #1 sardine brand and the world’s first “superfood” endorsed by the Medical Wellness Association, kicks off National Sardines Month 2025 by recognizing the dedication of Filipino fishermen and supporting local communities through a series of community outreach programs. This month-long celebration highlights Mega Prime Foods’ commitment to uplifting communities, promoting nutrition, and honoring the hard work of those who make every can of Mega Sardines possible.

Ka-Mega Community Outreach Activities

The celebration kicked off on November 5 at the Malabon Sports Center in Malabon City. It will continue on November 13 at Star Arena in Baliuag, Bulacan, and conclude on November 29 at the Danao Civic Center in Danao City, Cebu. These community gatherings are designed to bring families together while promoting nutrition and everyday practicality, reinforcing Mega Prime Foods’ belief that good food and shared moments help build stronger communities.

The event features cooking demonstrations showcasing easy and nutritious Mega Sardines recipes that can be recreated at home, interactive games that encourage family participation and bonding, and gift-giving activities to extend support to local residents.

Heroes’ Welcome in Zamboanga

Separate from the community events, the Heroes’ Welcome on November 18 in Zamboanga serves as the highlight of the celebration. This is an internal homecoming tradition held at the end of every fishing season to honor the hardworking fishermen whose dedication ensures that every can of Mega Sardines meets the highest standards of freshness and quality.

The ceremony will include a Heroes’ Welcome program honoring fishermen and community heroes, a salu-salo celebrating food, unity, and bayanihan, messages from Mega Prime Foods executives expressing appreciation, and awards and recognition for outstanding contributions.

By holding both the community celebrations and this internal recognition, Mega Prime Foods reinforces its appreciation for fishing communities and the vital role they play in sustaining Filipino households and national food security.

A Legacy of Freshness and Quality

Since its founding in 1975 by William Tiu Lim, Mega Prime Foods has been committed to delivering the best sardines through its 12-hour catch-to-can process. From its early operations in Bicol to expansion in Zamboanga, the company has grown into the country’s number-one sardine brand, offering Mega Sardines in Tomato Sauce, Spanish Style, Natural Oil, and Fried Sardines. Today, Mega Sardines remains a staple in Filipino households as a convenient, nutritious, and affordable source of protein.

“Our fishermen and the Ka-Mega community are at the heart of everything we do,” Malcolm Tiu Lim, Chief Technical and Innovations Officer of Mega Prime Foods Inc. “We remain committed to delivering nutritious, high-quality food and strengthening the bonds within the communities we serve.”

National Sardines Month also highlights the broader contribution of the sardine industry, from sustainable fishing practices and responsible sourcing to the livelihoods it supports. By bringing communities together nationwide, the celebration reinforces Mega Prime Foods’ belief that nutrition, quality, and care for people go hand in hand.

Families may discover Mega Sardines products in retail stores nationwide and via the official Shopee, Lazada and Tiktok Shop stores. For more information, visit megaprimefoods.com.ph.

 Local home cooks showcase healthy and practical recipes using Mega Sardines during a cooking demo in Baliuag, Bulacan. The activity is part of the brand's National Sardines Month celebration.

 

Mega Sardines Lumpia. A cooking demo showcased participants'creativity and how Mega Prime Foods helps consumers create easy, healthy, and flavorful dishes at home.

Bulacan community members happily participated and posed for photos during Mega Prime Foods’ National Sardines Month celebration together with the Mega Prime Foods team.