Unique sense of nationalism bring success to BAVI, empowers nation
Companies have varied ways of demonstrating nationalism. For some, it can be as simple as supporting the government’s nation-building programs by being good taxpayers. For other organizations, patriotism translates to corporate social responsibility endeavors that instill and grow a sense of pride for Filipino achievements or celebrate and nurture the local culture and traditions among their host communities.
For Bounty Agro Ventures Inc. (BAVI), devotion to the welfare of the Philippines and its people has been the driving force behind its success as the country’s second largest poultry integrator and operator of the nation’s largest roasted chicken chain, Chooks-to-Go.
BAVI takes nationalism to heart as it reflects this value in all aspects of its business, from its nationwide poultry operations, to its stake in the food retail industry, and its long-term corporate commitment to nurture the Filipino spirit.
With the belief in the Filipinos’ capability, BAVI, over the years, has steadily grown its network of world-class broiler contract farms by strengthening partnerships with local independent poultry farmers, giving them an opportunity to grow and improve their own enterprises.
Today, more than 400 broiler contract farms located nationwide supply high-quality Bounty Fresh dressed chickens to hundreds of supermarkets and thousands of retailers. Aside from contributing to nation building, this has enabled BAVI to help develop local economies while ensuring a stable backbone in the local poultry industry.
For BAVI, love for country also means caring for the welfare of Filipinos, including their health and safety. As part of its commitment to provide quality yet affordable chicken products for the local market, the company has recently introduced the country’s first-ever, all-natural, antibiotics-free chicken through its pioneering no antibiotics ever (NAE) system. The NAE system eliminates the use of any antibiotics throughout the entire poultry production to ensure chickens are naturally healthy and safer to eat.
BAVI also champions nationalism by helping celebrate the Filipinos’ love for litson manok. In 2008, the company ventured into the food retail industry through the Chooks-to-Go oven-roasted chicken. With the brand promise of litson manok na ‘masarap kahit walang sauce’, BAVI introduced a new way to enjoy cooked chicken without the traditional sauce or gravy and now operates the country’s largest and fastest-growing roasted chicken chain, with more than 1,300 retail outlets.
In catering to more diverse tastes when it comes to roasted chicken, BAVI introduced Uling Roasters Litson Manok, a fresh take on traditional charcoal-roasted chicken in 2013. This was followed by the launch of Reyal Litson Manok which boasts of a flavorful sweet-spicy sauce. Both brands have a combined 300 outlets nationwide.
“Instilling a unique spirit of nationalism among our employees and within the industry, through further strengthening our partnerships with local poultry farmers and continuously providing safe and high quality litson manok to Filipino homes, has been the thrust of BAVI’s day-to-day operations, and it has rewarded us with a great sense of fulfillment,” said Ronald Mascarinas, BAVI president and general manager.
Apart from efforts to grow the poultry industry and local economy, BAVI also helps encourage Filipinos to achieve their dreams and ambitions. As a way to nurture and celebrate the resilient Filipino spirit, the company has given its all-out support for world-class Filipino athletes, particularly the country’s men’s national basketball team, Gilas Pilipinas, which Chooks-to-Go has christened “Manok ng Bayan.”
With all these initiatives, BAVI has truly become a strong advocate of nationalism as it strives to inspire more Filipinos to show their love for the country and their fellowmen by engaging in their own worthy endeavors to help others, and celebrating achievements with the family.
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