January 21, 2026

 

Bounty Plus, Inc. strengthens relationship with Aviagen as distributor of Ross in Philippines

 

Aviagen^® Asia Pacific has announced that Bounty Plus Inc. has entered into a new supply agreement to become the authorised distributor of Ross® genetic stock in the Philippines — marking a significant evolution in the long-standing relationship between the two companies.

 

For nearly 15 years, Bounty has collaborated closely with Aviagen through the distribution and internal use of Indian River^® Parent Stock and broilers. While Indian River initially supplied a modest portion of Bounty's total requirements, confidence in the breed grew rapidly as Bounty and its customers gained experience with its performance.

 

In recent years, Indian River has become the majority breed used within Bounty's integrated operations and client network. Bounty will continue to distribute Indian River in the Philippines.

 

The continued collaboration has given Bounty leadership deep insight into Aviagen's balanced breeding philosophy and its focus on performance, welfare, and sustainability — priorities that align closely with Bounty's own direction. Bounty has also gained first-hand exposure to the Ross 308 through its New Zealand subsidiary, Tegel Foods Ltd, a long-time Ross user, known for delivering some of the best broiler performance globally, while maintaining excellent welfare outcomes.

 

The Chen family's venture into poultry began in the 1980s with a modest farm in Bulacan. It has now grown into Bounty Fresh Group Holdings Inc., one of the country's leading fully integrated poultry companies.

 

Over the decades, Bounty expanded its capabilities and strengthened its farm-to-table system, operating grandparent and parent stock farms, hatcheries, feed mills, dressing plants, and state-of-the-art cool-cell broiler complexes to ensure consistent quality.  It is the country's first integrated producer of raised without antibiotics (RWA) poultry, and its retail brand Chooks-to-Go is on track to reach 2,000 outlets by the end of 2025. With strong biosecurity systems and a deep understanding of the entire value chain — from GP production to retail — Bounty is uniquely positioned to support growing demand in the market.

 

Under the new agreement, the first Ross Grandparent flock will be delivered in late 2025, with parent stock (PS) chicks expected to be available nationwide in late 2026. The Ross distribution will help meet the strong domestic demand for Ross genetics, and with the combined support of Bounty and Aviagen, demand is expected to grow further.

 

"Our long and successful experience with Indian River, our exposure to Aviagen's culture, and the strong local demand for Ross make this the right moment for Bounty to welcome another Aviagen brand into our portfolio," said Atty. Kenneth Cheng, chief executive officer of Bounty Plus, Inc.

 

Larry Blackstone, Ross Brand Manager for Asia Pacific, said: "Ross has a new home in the Philippines now, and we couldn't be more pleased to be strengthening our partnership with Bounty."

 

- Aviagen