The Philippines, a top global producer of tuna, finally has its own locally manufactured commercial line of wet cat food made by the country's leading canned tuna company, Century Pacific Food Inc. (CNPF).
A popular household brand in the Philippines, Century has joined the cat feeding business after seeing significant activities in this sector, especially during the long periods of COVID-19 community lockdowns. The company expects the ongoing pet boom to accelerate market acceptance for Goodest, its new line of wet cat food made with mackerel, chicken and, of course, tuna.
Goodest has been co-developed with government-certified veterinarians and the resulting products have been reviewed and approved by the Philippine Bureau of Animal Industry. Goodest is manufactured in General Santos City, the tuna capital of the Philippines and the manufacturing headquarters of General Tuna Corp., the export arm of Century which manufactures Goodest for General Odyssey Inc.
Century regards the pet food category “as a strongly synergistic and accretive business unit” that can benefit from its manufacturing and brand-building expertise. “Our entry into the pet category is another output of the company’s innovation thrust that led to recent new product launches,” said Christopher T. Po, executive chairman of Century.
Goodest's target markets include kids, singles and couples who make sure their cats eat well, said Alexander Lim, head of innovations and general manager for pet food at Century. Goodest was developed to meet the standard set by the Association of American Feed Control Officials (AAFCO).
Almost all commercial cat food products sold in the Philippines are imported. Goodest breaks into the market by offering its 85g-pouch varieties for only P25 (about US$0.50), at least 17% less than equivalent foreign brands. Goodest is available in supermarkets and online stores.
Century, which has manufactured other grocery food and beverage products for over 40 years, is among Forbes Asia magazine’s “2021 Best Under a Billion” list of 200 top-performing publicly listed small and mid-sized companies in the Asia-Pacific region. The roster highlights companies with less than US$1 billion in revenues and consistent top- and bottom-line growths. Century grew its 2020 net profit by 23% to P3.879 billion (US$75.85 million) as consumers stocked up on shelf-stable products as the pandemic rages on.
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