Philippines Edition 1 Century Tuna
@niY!Y.
Love it with all your heart
TUNA
THE MARKET It is normal to expect the people of the Philippines, a land made up of over 7,000 islands, to be fond of the bounty of the sea. In recent years, this love of seafood has grown to include canned fish. So much so that it is reported that every Filipino consumes 1.7 kg. of canned fish a year. While 80% of this figure is sardines, a growing number are turning to- canned tuna. Century Canning Corporation, manufacturer of the Century Tuna brand, is currently the leader in the canned tuna market that grows at an average of 20 percent annuaUy. Century Tuna is a convenient and affordable viand. ormally consumed as a main meal, it has become a regular menu item in millions of Filipino homes. Having achieved an 80"o level of distribution, Century Tuna can be seen on the shelves of supermarkets, groceries and even sari-sari stores virtually anywhere in the archipelago. Tuna has become the world's most popular fish. Century Tuna products have gained worldwide acceptance as one of the best in the global market. With over 35,000 metric tons of tuna processed yearly, Century Tuna has truly captured the market's confidence and appreciation with its high quality, superb taste and good value.
ACHIEVEMENTS
ogy from Japan and Taiwan. Although Filipinos
Century Canning Corporation has the largest and most modem processing facility in Southeast Asia. The plant in Taguig, Metro Manila sits on a fuU 2 hectare lot and provides work for over 1,500 people. A second plant, in general Santos Gty in Mindanao, is also expanding. From these plants, Century Tuna is delivered to the various distribution points all over the country. Century Canning's 90% combined share (Century Tuna, along with 555 and Fresca, 2 other
@nfu!y; TUNA
R~
leading canned tuna brands of the company) of the market is a clear indication of the superiority of its products and the company's effort in products research, de' elopment, distribution and promotion. Century Tuna has also established a strong and growing export market - supplying tuna to Japan, USA, Canada, Sweden, Denmark, the Middle East and China.
HISTORY In 1977, Ricardo S. Po, founder of Century Can ning, envisaged that there was a potential market for canned ftsh in the Philippines. His entrepreneurial spirit gave birth to a small canning plant using the latest techno!-
26
at that time preferred to eat fresh fish, a ready market for the products of this initial venture was found in the American military bases. From this point, the company persistently kept working on bringing about the market's acceptance of canned fish and expanding its base of consumers. By 1990, the business had already grown significantly. Century Tuna's Flakes in Oil variantthe flagship product -and Hot & Spicy flavor gained wide popularity amongst Filipino consumers., Within the next 2 years, the company made another breakthrough, which pro,·ed to be the turning point in its history : it introduced canned tuna prepared in well-loved traditional Filipino recipes -like Adobo, Afritada, Mechado, Caldereta, among others. While canned tuna was then already a popular sandwich filling, serving the ready-to-eat" viands with rice became the food of choice not only for the cost, but also for the taste. Until 1993, Century Tuna products had been offered only in 184-gram cans. Although economically priced, canned tuna was still out of the reach of a large segment of the potential market. To address this, the company introduced a smaller !55gram can. This enabled the brand to penetrate a wider consumer base- and as a resu lt, sales soared. 1996 was a banner year for Century Tuna. In that year, an intensified promotions campaign was launched ... which bore witness to a staggering 100"-o increase in sales!
THE PRODUCT To produce quality products requires quality raw materials - which in the case of Century Tuna, is tuna fish. Only the best of the catch is used, with 70 "'o sourced from the Philippines and
the balance imported from Taiwan. All processing as carried out by Century Canning to ensure that only the prime cuts are used. Aside from the Flakes in Oil, Hot & Spicy and viand CenturyTunaalsooffers the premier "red" line: Chunks or solid in either Oil or Water - which enjoys increa ing popularity with the higher end of the market. And to cater to the children's market- Century Tuna also has Century Tuna in spaghetti Sauce, Century Tuna 'n Cheese, Century Tuna Sandwich Spread and Century Tuna Barbeque. New flavors and recipes are continuously being developed. These emanate not only from the company's own Research and Development group but also from concoction designed by the Century Tuna Culinary Club.
RECENT DEVELOPMENTS To cater to the ever-increasing export market and the growing demand for the "red" line products, Century Canning recently opened a new plant in general Santos Cityin the pro,•ince of Mindanao, Southern Philippines. The development of the Century Tuna Culinary Club has been mutually beneficial to both the company and its customers. In the ultra-modem kitchen, both amateurs and professionals can benefit with lessons in the preparation of
many gourmet dishes, using the company's products. The regular Culinary Club members also develop new recipes, some of which are adopted by the company.
PROMOTION For over 20 years, Century Tuna utilized trimedia campaigns that have used the theme, "the best-tasting healthy tuna celebrities love." The celebrities used in individual campaigns constantly changed through the years. This included some of the best-known and wellloved Filipino entertainers. Each of them has endorsed the brand, the distinctive taste and value of the products. The effectiveness of these promotions have caused the Filipinos to consider that canned fish and more importantly, Century Tuna- is a desirabIe and very beneficial part of a natural diet, as clearly indicated in its e''erincreasing sales volume. Recently, using the locally well-known and well-respected actor Aga Muhlach, more emphasis has been placed on the health-giving content of Century Tuna products. Century Tuna is, after all, rich in Omega 3, which has been medically proven to
be good for the heart.
BRAND VALUES Century Tuna is not just known for its taste and value because of promotions. Over the years it has gained the trust of it customers. Before even opening a can of Century Tuna, they know that the fla,·or and quality will be as good as the last one purchased. The recognazable labeling has meant that Century Tuna is asked for by name. Century Tuna is known and lo,·ed by a large majority of Filipinos, as well a an overseas market. Thevalueofthebrand narneofCenturyTuna is immeasurable. It is a superbra11d of a super product!
Things you didn't know about CENTURY TUNA
0
O"cr the l.tst !if, )'l'af'. Century Tun.a has e•portl.'d on a\'eragc of 'i,580,000 cartono. uf
tl!;
products every year.
0
Ea.:h) ..-ar, nearly 3,000 m..-tric toru. of tinpli:lte lS
required by Centul} Tuna to prodl.I01 it«
caru.
0
The part' of the fi~h which are unused are proc:cssed by Century 1un.t to produce fbh meal~'~" !>-products are fish oil and tn.-.:~ted wa!>lc water.
0
The unu,able portion~ of fbh that go to make up one case Century Tuna will provtdt.' one
kilo of fi>h meal.
Q
Twtnl}·hve metnc ton, of paper are n
Love it with all your heart
TUNA
THE MARKET It is normal to expect the people of the Philippines, a land made up of over 7,000 islands, to be fond of the bounty of the sea. In recent years, this love of seafood has grown to include canned fish. So much so that it is reported that every Filipino consumes 1.7 kg. of canned fish a year. While 80% of this figure is sardines, a growing number are turning to- canned tuna. Century Canning Corporation, manufacturer of the Century Tuna brand, is currently the leader in the canned tuna market that grows at an average of 20 percent annuaUy. Century Tuna is a convenient and affordable viand. ormally consumed as a main meal, it has become a regular menu item in millions of Filipino homes. Having achieved an 80"o level of distribution, Century Tuna can be seen on the shelves of supermarkets, groceries and even sari-sari stores virtually anywhere in the archipelago. Tuna has become the world's most popular fish. Century Tuna products have gained worldwide acceptance as one of the best in the global market. With over 35,000 metric tons of tuna processed yearly, Century Tuna has truly captured the market's confidence and appreciation with its high quality, superb taste and good value.
ACHIEVEMENTS
ogy from Japan and Taiwan. Although Filipinos
Century Canning Corporation has the largest and most modem processing facility in Southeast Asia. The plant in Taguig, Metro Manila sits on a fuU 2 hectare lot and provides work for over 1,500 people. A second plant, in general Santos Gty in Mindanao, is also expanding. From these plants, Century Tuna is delivered to the various distribution points all over the country. Century Canning's 90% combined share (Century Tuna, along with 555 and Fresca, 2 other
@nfu!y; TUNA
R~
leading canned tuna brands of the company) of the market is a clear indication of the superiority of its products and the company's effort in products research, de' elopment, distribution and promotion. Century Tuna has also established a strong and growing export market - supplying tuna to Japan, USA, Canada, Sweden, Denmark, the Middle East and China.
HISTORY In 1977, Ricardo S. Po, founder of Century Can ning, envisaged that there was a potential market for canned ftsh in the Philippines. His entrepreneurial spirit gave birth to a small canning plant using the latest techno!-
26
at that time preferred to eat fresh fish, a ready market for the products of this initial venture was found in the American military bases. From this point, the company persistently kept working on bringing about the market's acceptance of canned fish and expanding its base of consumers. By 1990, the business had already grown significantly. Century Tuna's Flakes in Oil variantthe flagship product -and Hot & Spicy flavor gained wide popularity amongst Filipino consumers., Within the next 2 years, the company made another breakthrough, which pro,·ed to be the turning point in its history : it introduced canned tuna prepared in well-loved traditional Filipino recipes -like Adobo, Afritada, Mechado, Caldereta, among others. While canned tuna was then already a popular sandwich filling, serving the ready-to-eat" viands with rice became the food of choice not only for the cost, but also for the taste. Until 1993, Century Tuna products had been offered only in 184-gram cans. Although economically priced, canned tuna was still out of the reach of a large segment of the potential market. To address this, the company introduced a smaller !55gram can. This enabled the brand to penetrate a wider consumer base- and as a resu lt, sales soared. 1996 was a banner year for Century Tuna. In that year, an intensified promotions campaign was launched ... which bore witness to a staggering 100"-o increase in sales!
THE PRODUCT To produce quality products requires quality raw materials - which in the case of Century Tuna, is tuna fish. Only the best of the catch is used, with 70 "'o sourced from the Philippines and
the balance imported from Taiwan. All processing as carried out by Century Canning to ensure that only the prime cuts are used. Aside from the Flakes in Oil, Hot & Spicy and viand CenturyTunaalsooffers the premier "red" line: Chunks or solid in either Oil or Water - which enjoys increa ing popularity with the higher end of the market. And to cater to the children's market- Century Tuna also has Century Tuna in spaghetti Sauce, Century Tuna 'n Cheese, Century Tuna Sandwich Spread and Century Tuna Barbeque. New flavors and recipes are continuously being developed. These emanate not only from the company's own Research and Development group but also from concoction designed by the Century Tuna Culinary Club.
RECENT DEVELOPMENTS To cater to the ever-increasing export market and the growing demand for the "red" line products, Century Canning recently opened a new plant in general Santos Cityin the pro,•ince of Mindanao, Southern Philippines. The development of the Century Tuna Culinary Club has been mutually beneficial to both the company and its customers. In the ultra-modem kitchen, both amateurs and professionals can benefit with lessons in the preparation of
many gourmet dishes, using the company's products. The regular Culinary Club members also develop new recipes, some of which are adopted by the company.
PROMOTION For over 20 years, Century Tuna utilized trimedia campaigns that have used the theme, "the best-tasting healthy tuna celebrities love." The celebrities used in individual campaigns constantly changed through the years. This included some of the best-known and wellloved Filipino entertainers. Each of them has endorsed the brand, the distinctive taste and value of the products. The effectiveness of these promotions have caused the Filipinos to consider that canned fish and more importantly, Century Tuna- is a desirabIe and very beneficial part of a natural diet, as clearly indicated in its e''erincreasing sales volume. Recently, using the locally well-known and well-respected actor Aga Muhlach, more emphasis has been placed on the health-giving content of Century Tuna products. Century Tuna is, after all, rich in Omega 3, which has been medically proven to
be good for the heart.
BRAND VALUES Century Tuna is not just known for its taste and value because of promotions. Over the years it has gained the trust of it customers. Before even opening a can of Century Tuna, they know that the fla,·or and quality will be as good as the last one purchased. The recognazable labeling has meant that Century Tuna is asked for by name. Century Tuna is known and lo,·ed by a large majority of Filipinos, as well a an overseas market. Thevalueofthebrand narneofCenturyTuna is immeasurable. It is a superbra11d of a super product!
Things you didn't know about CENTURY TUNA
0
O"cr the l.tst !if, )'l'af'. Century Tun.a has e•portl.'d on a\'eragc of 'i,580,000 cartono. uf
tl!;
products every year.
0
Ea.:h) ..-ar, nearly 3,000 m..-tric toru. of tinpli:lte lS
required by Centul} Tuna to prodl.I01 it«
caru.
0
The part' of the fi~h which are unused are proc:cssed by Century 1un.t to produce fbh meal~'~" !>-products are fish oil and tn.-.:~ted wa!>lc water.
0
The unu,able portion~ of fbh that go to make up one case Century Tuna will provtdt.' one
kilo of fi>h meal.
Q
Twtnl}·hve metnc ton, of paper are n
