Cargill Joy Poultry Meats Production Inc. (C-Joy), a joint-venture (JV) between Cargill Philippines with fast-food giant Jollibee Foods Corp, is all geared up to drive its poultry business forward while doubling down on commitment to sustainability.
C-Joy aims to build a ‘robust portfolio’ through the Tip-Top Chicken brand and enter new territories across and outside the metropolis. Tip-Top Chicken has 15 poultry products which include marinated and processed chicken.
According to its first female Country Director, Mija Darlene Cachapero, “At first, we were only doing some breast chicken and for you to be known as a poultry brand, you have to have the entire suite of chicken products.” From chicken nuggets to patties, tocino and roast chicken, the company wants to bring them all to the consumers.
C-Joy also plans to expand its presence in the grocery retail segment with focus on the small grocery stores. Currently, it is heavily concentrated in the Calabarzon region (Cavite, Laguna, Batangas, Rizal and Quezon) because it has a processing plant in nearby Sto. Tomas, Batangas. It is now penetrating into Metro Manila and adjacent provinces, including Bulacan.
C-Joy is also aiming to boost its supply chain by strengthening the farms and partnerships with farmers while optimizing plant operations. It currently works with 100 farm partners mainly located in Central Luzon and Calabarzon. Its poultry processing facility in Batangas has a production capacity of 50 million birds annually. This plant also supplies to affiliated food service brands such as Jollibee and Mang Inasal.
