Atty. Kenneth Cheng, CEO of Bounty Fresh Group Holdings, Inc., embraces challenges. Prior to establishing one of the Philippines’ largest poultry companies, his family had a background in construction. However, they eventually shifted their focus to building something unique in the field of agribusiness.
In the mid ‘80s, the Cheng family gradually started investing in agribusiness as a hobby with their land in Sta. Maria, Bulacan despite having no experience in poultry farming. Their business acumen and thirst for knowledge fueled their success and gave birth to the Bounty Fresh Food Inc. in 1993.
“We saw the potential in this well-established industry, but also room for improvement. We constantly asked ourselves, ‘How can we make things better?’” said Atty. Kenneth. This innovative spirit defined Bounty from the start, despite the lack of veterinarians or agriculture graduates within the family.
‘Food Made Better’
Bounty, now a major player in the agribusiness sector, takes its role seriously. The company prioritizes producing high-quality products and services. Atty. Kenneth emphasizes their dedication to innovation and industry improvement.
Bounty’s Food Made Better commitment starts with its very own Inoza Feedmill which ensures healthy feed and livestock. The company’s flagship brand, Bounty Fresh, boasts its No Antibiotics Ever (NAE) technology, the first poultry integrator in the Philippines raising “laki sa alaga, laking Farmfresh” chickens.
Bounty’s commitment to improvement includes adopting cutting-edge practices like fully ventilated and temperature-controlled closed houses for optimal chicken growth, efficient silo systems, and automatic feeding to eliminate manual labor.
“We constantly travel the world, learning from the best, and bringing those practices back home,” said Atty. Kenneth.
Innovation also applies to Bounty’s NAE approach as the company heightened its focus on hygiene and the importance of biosecurity in poultry farming. Atty. Kenneth explains how extensive Bounty’s efforts are to ensure their chickens grow in a safe, clean, and stress-free environment.
“We implemented strict protocols such as showering and changing clothes before entering farms – when it’s not an industry practice to do so – to prevent the spread of poultry diseases to the chickens. This translates to higher quality products.”
Better and sustainable practices
Atty. Kenneth explains what he believes are three pillars of sustainability: environment, ethics, and economics. He said a truly sustainable business must have all these three components present and in action.
“For instance, ethical treatment of animals is important, but if it’s not economically viable and harms the environment, it’s not sustainable. The same goes for practices that prioritize profit but neglect animal welfare or pollute the environment.”
Bounty exemplifies this by converting chicken manure into organic fertilizer, ensuring proper wastewater management, and investing in renewable energy sources like solar power.
Bounty is also launching its “AgriCOOLture” campaign to transform the perception of agriculture in the Philippines. Through free seminars and partnerships with educational institutions, the company aims to inspire future generations to consider agriculture as a viable career path.
“We want to showcase agriculture as a modern, innovative, and sustainable field, highlighting its potential for income, job security, and the importance of sustainable farming practices,” Atty. Kenneth said.
Better for small businesses and communities
Bounty extends support beyond its operations. As a leading supplier of day-old chicks, the company assists small-scale and start-up poultry businesses. During the Luzon avian influenza outbreak, Bounty shared resources with those unable to transport hatching eggs or chicks to Mindanao.
“Natulungan namin sila, and in turn, developed stronger partnerships,” Atty. Kenneth said.
Bounty actively supports communities through its CSR arm, Bounty Cares Foundation, with initiatives like feeding programs, educational support, environmental programs, and disaster relief efforts. The company is particularly proud of its partnership with the National Commission on Indigenous Peoples (NCIP), providing crucial abaca stripping machines to support the livelihood of indigenous communities.
Bounty also supports students from Sisters of Mary Schools with financial aid, monthly feeding programs, and sports equipment to promote a healthy lifestyle. The company’s 120-Day Feeding Program in Sto. Nino Elementary School in Tarlac distributes healthy meals to poor and malnourished children.
Furthermore, Bounty promotes animal welfare through its anti-rabies program in partnership with local government units and vaccine suppliers. Various vaccination drives were created to protect dogs and cats from rabies, and in turn, ensure the health and safety of the community.
Better for people
Bounty also underscores its employee programs. Atty. Kenneth believes their people are the reason behind their great products and services. The company offers numerous programs for learning and development, health and wellness, and rewards and recognition.
“We believe in developing people. We always try to hire, as much as possible, new graduates and then train and develop them,” said Atty. Kenneth.
Bounty’s training and upskilling programs include a four-day technical training session with industry experts where best practices, trends, and technical know-hows are shared. The company also promotes healthy living by initiating physical activities such as fun runs and biking programs. To provide proper recognition, Bounty holds an annual innovation summit where employees share their innovative ideas in tech, operations, and sustainability.
Bounty, through Atty. Kenneth and the Cheng family, is a shining example of Filipino innovation and excellence. From the family’s humble beginning to their clucking success, they’re not just building an agribusiness but also building the pathway to the sustainable success of other businesses, communities, industries, and people. – Rappler.com
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