As marine resources continue to be depleted, the private sector is doing its share to impart ways for the country’s fisherfolk to make fishing more sustainable, particularly the staple viand, sardines.

Data from Oceana Philippines in 2017 showed that nine out of 10 Filipinos consume sardines regularly, making it one of the most vital and nutrient-dense foods. In addition, sardines are accessible, affordable, shelf-stable, and, most importantly, essential for food security.

However, according to a 2022 report of Maritime Fairtrade, overfishing, climate impacts, and post-harvest inefficiencies have led to a significant drop in catch volumes in major fishing areas.

Amid the headwinds, publicly-listed and Po Family-run Century Pacific Food Inc. (CPFI), producer of household sardine brands Ligo, 555, Lucky 7, and Fresca, has recently launched the “Sustenido Bulan” (Sustainable Bulan) initiative in Bulan, Sorsogon.

Sustenido Bulan promotes sustainable sourcing, empowers local fisherfolk, and establishes long-term supply resiliency while easing pressure on traditional fishing grounds.

“Conserving marine life and providing a ready market for local fisherfolk has been the core of CNPF’s business model since its establishment in 1978 as a pioneering tuna canning facility in the Philippines. The company’s partner fishermen and fishing companies supply an estimated 200 to 250 tons of sardines a day to CNPF, and one way of giving back is to support the daily operation of these hundreds of fisherfolk,” the company’s website stated in terms of promoting sustainability.

Community impact stressed

The initiative reflects CPFI’s commitment to creating meaningful community impact beyond its products. This spirit lives in the Ligo brand, which is known for its practical nutrition and everyday value.

The program aims to empower communities, improve marine resource management, and build a supply chain that benefits everyone.

Guided by its mission to nourish and delight everyone, every day, everywhere, CPFI brings its purpose to life through partnerships, innovation, and brand stewardship – balancing the needs of the people, the planet, and the business to create lasting value.

In collaboration with the Department of Agriculture’s Bureau of Fisheries and Aquatic Resources, the Philippine Fisheries Development Authority, and local governments, the “Sustenido Bulan” initiative boosts fishermen’s capabilities, promotes sustainable fishing, and supports local economies while addressing environmental and livelihood needs.

The sardines brand is rooted in creating shared value—offering more nourishment, more income for fisherfolk, and more sustainable sourcing. For CPFI, “Lamang ka sa Ligo” is more than a marketing message; it’s a tangible benefit felt across the value chain. Each can of sardines supports a system where consumers, suppliers, and communities all gain.

“Sustenido Bulan” transformed CPFI’s sardine sourcing into a holistic development model and generated a measurable impact, in which to date, the program has already trained 250 fishermen in sustainable fishing practices; multiple fish suppliers have been accredited, supporting 500 families; 850 jobs have been created through increased plant operations, and 1,075 students have been nourished through school feeding.

For the planet, the program has improved catch rejection rate from 13 percent to 3 percent; lowered marine resource strain because of enhanced practices, and imparted diversified fish sourcing to reduce single-location dependency.

The initiative also contributed meaningfully to several United Nations Sustainable Development Goals — including No Poverty (SDG 1), Zero Hunger (SDG 2), Quality Education (SDG 4), Decent Work and Economic Growth (SDG 8), Sustainable Cities and Communities (SDG 11), Responsible Consumption and Production (SDG 12), and Life Below Water (SDG 14) — underscoring the decisive role business-led efforts can play in addressing pressing social and environmental challenge.