Mega Prime Foods Inc (Mega Prime), the brand owner for Mega Sardines, is expanding into the mainstream US grocery market, with the Philippine brand set to go on sale in 2,750 stores operated by American retail firm, The Kroger Co. by mid-September.
Mega Prime CEO Michelle Tiu Lim-Chan said the products are already being shipped to the US, covering Kroger and its banners Mariano’s, Fry’s, Dillons and Pick ‘n Save. The demand is strong for sardines in the US.
Mega is currently the only Filipino brand listed with Kroger. Mega’s involvement in major US trade shows have facilitated its entry into lucrative US market.
Mega has plans to adjust its products to match US consumer taste and preference, for example developing new variants with lower salt or using olive oil.
Mega considers US as one of its major markets alongside Malaysia, Canada and Dubai. Currently, exports contributed a very small proportion (5-10%) of Mega overall sales. It is planning to expand exports to other countries like Africa, Jordan and Azerbaijan.
In addition, Mega is also considering acquisition to gain deeper access into new markets and new sources of raw materials.
