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| L-R: Mega Prime Foods Inc. (MPFI) Chief Development Officer Marvin Tiu Lim, Medical Wellness Association (MWA( Board Member and Faculty Member James Michael Lafferty, MPFI CEO Michelle Tiu Lim Chan (Image Source: Business Mirror/Mega Prime Foods Inc.) |
The Medical Wellness Association (MWA), in its mission to improve wellness of the World’s consumers, has declared 2026 as “The Year Of The Sardine” to educate and inspire consumers across the globe on the wellness benefits of eating real, nutritionally dense foods – with sardines being one of the optimal and most affordable choices available. And now, the US-based organization has some crucial help to drive the message to more consumers.
“Given the consistent worsening of wellness metrics across most of the developed world, it is clear the wellness community needs to course-correct its recommendations to the public. Metabolic Health is rapidly being revealed in research as an underlying key to wellness, from preventing classic metabolic diseases such as Type 2 Diabetes and non-alcoholic fatty liver, to cardiovascular disease, certain cancers, and even kidney and liver dysfunction,” says MWA President Dr. Christopher Breuleux. MWA Board Member and Faculty Member James Michael Lafferty adds, “Sardines represents one of the stronger options to combat metabolic disease. By consisting of proteins and Omega 3 fats and loaded with a high density of essential vitamins and minerals; coupled with being one of the most cost-effective proteins available, it really is a ‘superfood’. We believe declaring 2026 as the year of the sardine, is a simple and clear call to action consumers can easily act upon.” Sardines have been garnering heavy press recently, with leading physicians and wellness gurus from around the world promoting concepts such as “The 3-Day Sardine Fast” across social media from Instagram to X (formerly Twitter). Sardines have been featured on globally leading podcasts and as the world shifts its focus to metabolic health, sardines figure prominently on the top of the new food pyramid endorsed by the United States Government. Given this convergence of events, the MWA was keen to seize this momentum to further consumer education and hence improve worldwide health.
Mega Sardines is one of the world’s leading brands and is the sole brand globally to earn the prestigious MWA seal of “Superfood”. As Mega Prime Foods Inc. (MPFI) Chief Development Officer Marvin Tiu Lim says, “Through our close work with the MWA, we admire their commitment to improving global health. As the sole ‘Superfood’ designated brand, we feel an obligation to step up and help the MWA spread the message. As we are participating in one of the world’s leading food shows, GulFood in Dubai, later this month, we have flipped our entire exhibition plan to drive ‘The Year Of The Sardine’ and help the MWA. Our investment will be an estimated Php5M (5 million pesos) to help drive this message. We should leverage this event to help drive the health message. This is the responsible action to take.” The MWA is deeply appreciative of Mega’s support. “We are honored to have Mega step up and invest in this effort, something they were not obligated to do. It just reinforces the underlying commitment of Mega Prime Foods to providing healthy and nutritious food products,” says Lafferty. Mega is a 50-year-old company that embraces the Filipino concept of “malasakit” which means “giving to society without any expectation of payment in return”. As the company has embraced this philosophy and has seized on the MWA seal to drive the category, MPFI has emerged as the leader driving knowledge, education, and awareness across the globe and is actively developing a battery of clinical studies, underwritten by major universities, to expand the range of knowledge on food choices and impact on metabolic health. Furthermore, MPFI brings a stream of innovation to help consumer adoption of the category, such as the unique vertical can orientation, whilst deviating from the traditional tin, helps keep product moister and fresher.
MPFI CEO Michelle Tiu Lim Chan sums it up best, stating, “It all starts with our cultural value of malasakit and we are proud to be serving consumers in the Philippines and around the globe, high quality and high value foods that improve their health. We see the ‘Superfood’ seal from the MWA and being the sole brand in the world to earn this, as the culmination of our commitment to our consumers for the past 50 years. My father and mother started this mission, and it is my honor to continue it for another 50 years and beyond.”
