P1 rollback on some sardines seen
The company stated that the price reduction is part of its advocacy to prioritize the welfare of Filipino consumers, especially during times of economic uncertainty.
Daily TribuneThe company stated that the price reduction is part of its advocacy to prioritize the welfare of Filipino consumers, especially during times of economic uncertainty.
Century Pacific Food Inc. (CPFI) announced Sunday it will implement a P1 price rollback on its Ligo and 555 sardines, effective 1 July 2025.
The company attributed the price decrease to cost-efficient initiatives and the maximization of its value chain, aiming to ease the burden on consumers facing spiking meat commodity prices.
CPFI sells hundreds of millions of sardine cans annually under its flagship 555 and Ligo brands. The company stated that the price reduction is part of its advocacy to prioritize the welfare of Filipino consumers, especially during times of economic uncertainty.
“In our small way, Ligo and 555 brands want to ease the burden on consumers and support them during these times,” said Ronald Agoncillo, vice president and general manager of CPFI Sardines.
“Cost-effective actions, such as our continuous efforts to maximize the value chain, working with different communities, and alignment with stakeholders, allowed us to give maximum value to our customers while maintaining high product quality standards,” he added.
CPFI recently received recognition at the 2025 Tambuli Awards for its Sustenido Bulan initiative, which aims to promote inclusive growth and sustainable sardine fishing practices among smallholder fisherfolk in Bulan, Sorsogon.
The program earned Gold for Inclusive Growth and Silver for Care for the Environment in the Corporate Purpose-Driven Impact Category.
Meantime, the Sustenido Bulan initiative has led to a significant 10 percent reduction in fish rejection rates, minimizing food and marine waste while boosting the incomes of over 200 smallholder fisherfolk.
It has also created more than 850 local jobs and enabled the additional production of over 65 million servings of quality sardine products.
Furthermore, the company extended its flagship school feeding program, “Kain Po,” through the RSPo Foundation, reaching over 1,000 children in Bulan, Sorsogon, with regular servings of protein-rich meals.
The program also yielded strong business results by fostering a more resilient supply chain, enabling CPFI’s sardine brands like 555 and Ligo to achieve profitable growth.
“The Tambuli Awards represent more than recognition — they reflect the values we strive to uphold,” said Gregory H. Banzon, executive vice president and COO of CPFI. “What began as a necessity became a partnership and a mission. Through our Sustenido Bulan initiative, we didn’t just improve fish quality or create jobs — we helped empower lives.”
