Philippine poultry conglomerate Bounty Fresh Food Incorproated (BFFI) is spearheading a campaign for Filipino consumers to develop a taste for Pollo Primero, triple-washed and vacuum-packed free-range chickens grown in the farms of Bounty.
Patricia Cheng, the marketing group manager of BFFI, said the company's free-range chickens are a healthier alternative to native chickens, which are becoming less available in the country's wet markets.
Helping Chen are Dr. Eldani "Budjie" Fernando who graduated in 2005 from the University of the Philippines in Los BaÃ±os with a degree of doctor of veterinary medicine; and Raya Sabina Bienvenida, brand supervisor. Dr. Fernando is the company's technical sales representative for its commercial free-range and day-old chicks, and veterinarian for its PS Layer and PS Broiler operations.
Similar to the native chickens that previous generations of Filipinos ate before the advent of commercially grown chicken, Bounty Fresh's free-range chickens are grown in farms and forage for food the natural way: scratching the ground for grass, grains, insects and worms.
Its main difference with native chickens is that its meat is moist and tender, unlike the stringy meat that characterizes their native relatives. The company also takes pride in the higher nutritional content of its free-range chicken meat such as protein, vitamin A and Omega 3 fatty acids, and the fact that free-range chickens have 65 percent less abdominal fat than factory-raised chickens. Native chickens also grow slower and are ready to eat at 120 days while BFFI's free-range chickens already weigh 1.5 to 1.8 kilos at 56 days. The company obtained the breeders of its chicken stock from France and regularly replenishes its breeding stock to ensure the highest-quality meat it supplies the local market.
Dr. Fernando said BFFI sells day-old chicks at animal-feed outlets to both commercial and backyard growers. He said the company always emphasizes to the buyers that their chickens are meant to be eaten (end products) and are not meant for egg production and breeding purposes.
BFFI has partnerships with contract growers. To ensure the continued quality of the end-products and for biosecurity purposes, the company conducts seminars and exhibits and has field personnel who regularly visit the contracted chicken farms to provide technical support.
Cheng said that at present, the company does not intend to export its products. "For now, domestic demand is already higher than our production."
Aside from its dressed chicken sold under the Bounty Fresh brand, BFFI also produces Chicken Licken Hotdogs, Chicken Nuggets, Corned Chicken, Spicy Necks, and Adobo Loco Liver and Gizzard. Its Chooks to Go stores are best known for the company-produced rotisserie chicken marketed under the tagline "Masarap kahit walang sauce."
BFFI sells its products nationwide through company-owned Chooks to Go outlets found in areas with high pedestrian traffic including wet markets and transport terminals. Bounty Fresh products are also sold in many supermarket chains and groceries.