SOCIAL MEDIA

Jollibee Wins Company of the Year at Anvil Awards

Monday, February 2, 2026


Jollibee has always been more than just a fast food brand for Filipinos. It is comfort food, childhood memories, and a symbol of joy wrapped into one cheerful red bee. This year, that deep connection with Filipinos was once again recognized as Jollibee was named Company of the Year at the 61st Anvil Awards, one of the highest honors in Philippine public relations and communications.

The country’s number one fast food chain took home a total of 16 Anvil Awards, including one Grand Anvil, eight Gold Anvils, and six Silver Anvils. This impressive haul made Jollibee the most awarded single organization at this year’s ceremony, underscoring the brand’s consistent excellence in storytelling, advocacy, and audience engagement.

The Campaign That Led Jollibee’s Big Wins

At the heart of Jollibee’s recognition was the campaign “Bida Best, Bida Pinoy.” The multi-platform initiative earned the coveted Grand Anvil Award, along with three Gold Anvils and one Silver Anvil across categories such as marketing and brand communication, social media, influencer marketing, and experiential campaigns.

“Bida Best, Bida Pinoy” resonated strongly because it celebrated everyday Filipino victories. Instead of focusing only on big achievements, the campaign highlighted simple wins rooted in Filipino values like perseverance, kindness, and excellence. By honoring real-life moments that Filipinos could relate to, Jollibee strengthened its emotional bond with its audience.

The campaign’s success reflects how well the brand understands its market and how effectively it translates Filipino stories into meaningful content across multiple platforms.

Recognition That Goes Beyond Awards

For Jollibee, the Anvil Awards recognition is not just about trophies. According to Dorothy Ching, Vice President for Marketing of Jollibee Philippines, the wins represent something far more meaningful.

“Receiving 16 Anvil Awards, including Company of the Year and the Grand Anvil Award, is a great honor for Jollibee,” Ching shared. “More than the awards, this recognition shows our commitment to creating work that truly matters. Work that brings joy, makes a positive difference in our customers’ lives, and helps the communities we serve. We share this achievement with our dedicated Jollibee team and our agency partners, whose hard work and teamwork made this possible.”

This message reflects Jollibee’s long-standing philosophy of purpose-driven communication, where marketing is used not only to promote products but also to uplift communities and reinforce shared values.

Celebrating Values, Advocacy, and Innovation

Beyond “Bida Best, Bida Pinoy,” several other Jollibee initiatives were also recognized by the Anvil Awards jury.

The Kids Values Meal campaign earned two Gold Anvils and one Silver Anvil, highlighting the brand’s commitment to teaching positive values to children. Through advocacy, partnerships, and experiential marketing, the campaign reinforced lessons on kindness, responsibility, and good citizenship, proving that fast food brands can play a role in shaping young minds.

Jollibee also received Gold Anvil Awards for several notable programs. Project Abulug was recognized for corporate social responsibility efforts, while Project 1000: 1,000 Kilometers of Joy earned praise in the partnerships category. Another Gold Anvil went to Deliver Joy: The All-New Jollibee App, which showcased innovation in customer experience and digital engagement.

These wins demonstrate how Jollibee continues to evolve, combining technology, partnerships, and community involvement to stay relevant in a rapidly changing landscape.

Creative Campaigns That Sparked Conversation

Jollibee’s creative range was further highlighted by multiple Silver Anvil Awards. One of these was Bee Earth’s Best Friend, an environment-focused campaign that promoted sustainability and environmental awareness.

The brand also earned two Silver Anvils for its collaboration with The Dessert Museum x Peach Mango Pie, a playful and immersive experience that merged food, art, and social media engagement. Another Silver Anvil went to Serving Joy and Music, an in-store initiative that brought together dining, music, and community connection.

These campaigns show how Jollibee continues to experiment with formats and experiences while staying true to its joyful brand identity.

Often referred to as the Oscars of Public Relations in the Philippines, the Anvil Awards are organized by the Public Relations Society of the Philippines (PRSP). The annual event honors outstanding strategic public relations programs and communication initiatives across industries.

Jollibee’s strong showing at this year’s awards reflects a disciplined and values-driven approach to brand building. It also proves that Filipino brands can set benchmarks not only locally but on a global stage when guided by authenticity and purpose.

As Jollibee continues to grow both in the Philippines and internationally, being named Company of the Year reinforces its role as a brand that understands its audience, champions meaningful stories, and creates real impact beyond advertising.

A Celebration of Filipino Joy

At its core, Jollibee’s success at the 61st Anvil Awards is a celebration of Filipino creativity, values, and shared experiences. By turning everyday moments into powerful stories, the brand continues to remind Filipinos why it holds a special place in their hearts.
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Eastern Communications Named Cisco Preferred Partner

Wednesday, January 28, 2026


As Philippine businesses move deeper into cloud adoption, cybersecurity priorities, and AI-powered operations, the role of trusted technology partners has never been more critical. In this fast-changing digital environment, Eastern Communications has taken a major step forward by earning recognition as a Cisco Preferred Networking Partner, placing it among the first in the country to receive this designation ahead of Cisco’s global program rollout.

This recognition comes under the upcoming Cisco 360 Partner Program, which officially launches worldwide in January 2026. Being awarded Preferred Partner status early signals that Eastern Communications is not only aligned with Cisco’s future vision, but is already operating at the level required for the next phase of enterprise technology.

What the Cisco Preferred Partner Status Really Means

The Cisco 360 Partner Program represents one of Cisco’s biggest partner transformations in over two decades. The updated framework shifts focus from traditional product-based metrics to long-term value creation. Partners are now evaluated based on technical expertise, customer lifecycle management, service delivery, and their ability to help clients grow sustainably in an AI-driven economy.

Under this model, Cisco Preferred Partners are organizations that have demonstrated advanced technical skills, strong customer engagement practices, and mature lifecycle services. Eastern Communications’ inclusion in this group reflects years of investment in both technology and people.

For local enterprises, this designation translates to better outcomes. It means access to faster deployments, stronger cybersecurity foundations, and solutions designed for scalability and resilience. More importantly, it ensures that businesses are supported by a partner with deeper access to Cisco’s expertise and AI-ready network architectures.

A Milestone Built on Innovation and Consistency

For Eastern Communications, the recognition validates the strategic direction of its product and service roadmap.

“On behalf of Eastern, we are incredibly proud of our entire team's relentless drive for innovation,” said Edsel Paglinawan, Chief Revenue and Innovation Officer of Eastern Communications. “This recognition and new designation as Cisco’s Preferred Networking Partner signifies a validation of the quality and strategic relevance of our product roadmap, positioning us to deliver even more advanced, high-impact solutions to our customers.”

Earning the designation before the formal program rollout highlights Eastern Communications’ readiness for what lies ahead. It shows that the company is not preparing for the future of enterprise technology. It is already working within it.

Years of Collaboration with Cisco

Eastern Communications’ early elevation did not happen overnight. It is the result of sustained collaboration with Cisco since 2020, alongside continuous investment in workforce development, service maturity, and innovation-led solutions.

Over the years, this partnership has produced tangible results. Eastern Communications has been recognized as Cisco’s Top Small Business Partner of the Year in 2021 and later as Breakthrough Partner of the Year in 2024. These milestones reflect the company’s consistent performance across networking, cloud, cybersecurity, and managed connectivity solutions.

By strengthening its lifecycle services and deepening technical capabilities, Eastern Communications has positioned itself as a dependable partner for organizations navigating complex digital requirements.

Supporting Businesses Beyond Technology

Beyond commercial success, Eastern Communications has also focused on empowering the local business community. Through its thought leadership initiative, Access Eastern, the company provides organizations with insights on digital transformation, AI adoption, and evolving security challenges.

This approach reinforces Eastern Communications’ belief that technology should be paired with guidance and education. For many Philippine enterprises, especially those transitioning to AI-enabled operations, having access to both infrastructure and strategic insight is essential.

Meeting the Demands of an AI-Driven Economy

As more organizations integrate AI into their operations, expectations for technology partners are rising. The Cisco 360 Partner Program emphasizes the ability to deliver bundled, outcome-driven solutions that address real business challenges.

Eastern Communications’ Preferred Networking Partner status confirms its capability to meet these demands. Its service philosophy blends advanced technical expertise with personalized support, often described as combining “High Tech” with “High Touch.” This balance ensures that while solutions are cutting-edge, customer relationships remain hands-on and responsive.

The recognition also aligns with Eastern Communications’ 2025 commitment to exceeding customer expectations. By offering secure, future-ready solutions while maintaining close client engagement, the company continues to differentiate itself in a competitive ICT landscape.

A Trusted Partner with a Long-Term Vision

With over 145 years of service, Eastern Communications has evolved alongside the country’s technological landscape. From being a pioneer in telecommunications to becoming a trusted ICT solutions provider, the company continues to adapt to the needs of modern enterprises.

This latest recognition from Cisco reinforces Eastern Communications’ growing role as a strategic partner for businesses nationwide. As organizations navigate rapid digital change, the company remains focused on providing the expertise, infrastructure, and support needed to thrive in an increasingly connected world.


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AXA Study Finds Mental Health Awareness Gaps in PH


Mental health has become a more open topic in the Philippines over the past few years. Conversations that once felt uncomfortable are now happening at home, in workplaces, and even online. Many Filipinos can already recognize terms like anxiety, burnout, and emotional distress. But a new study reveals a crucial truth. Awareness alone is not enough.

According to the 2025 AXA Mind Health Study, Filipinos rank among the most mentally health-aware populations globally. About 65 percent of respondents said they are aware of mental health issues. However, the same study uncovered a concerning gap. Only around one in three Filipinos actually know what steps to take when they or someone they care about experiences mental health challenges.

Awareness Without Action Can Be Risky

As the year begins, many Filipinos are setting goals centered on balance, wellness, and personal growth. Mental well-being is often included in these intentions. Yet despite good intentions, many people feel lost when it comes to practical action.

Paula Ferrer Cheng, Head of Research and Development at Mind You, AXA Philippines’ mental health partner, explains why this gap matters.

“It is not enough to know what anxiety looks like. People need to know what to do,” she said. “Awareness without action leaves people stuck, and in some cases, vulnerable to worsening conditions. That’s why education must go hand in hand with any awareness effort.”

Cheng warns that without knowing how to respond, early warning signs can easily be ignored. Over time, this can lead to deeper emotional struggles and even economic consequences, especially when mental health issues affect productivity and relationships.

Being Informed Makes a Real Difference

The AXA study also highlights a hopeful insight. Filipinos who consider themselves well-informed about mental health tend to experience better outcomes. These individuals are more likely to report positive mental well-being and are better equipped to seek help or support others when needed.

Ayman Kandil, CEO of AXA Philippines, emphasized the importance of moving beyond simple awareness.

“Acknowledging mental health is a vital first step, but progress happens when people know how to take action with the right support,” he shared. “Guided by our purpose to act for human progress, AXA is committed to helping Filipinos take meaningful steps toward better mind health through access to reliable tools and resources.”

Introducing the AXA Mind Health Self-Check Tool

To help close the gap between knowing and doing, AXA has introduced the Mind Health Self-Check, a free and anonymous digital tool designed to help individuals better understand their emotional well-being.

The tool provides users with a structured way to assess their mental state and access practical self-care resources. By answering a series of guided questions, users receive a clearer picture of their current emotional condition, making it easier to take proactive steps.

The Mind Health Self-Check evaluates three key areas of daily life. These include Current State of Mind, Skills and Beliefs, and Lifestyle. Using AXA’s proprietary methodology, the tool generates a single Mind Health Index score ranging from 0 to 100.

Understanding Your Mind Health Index Score

Once users complete the self-check, their score falls into one of four categories:

Flourishing, with a score of 68 and above, reflects strong emotional, social, and psychological well-being.

Getting By, with scores between 57 and 68, suggests a generally stable state with room for growth.

Languishing, which ranges from 43 to 57, points to reduced motivation and lower well-being that may require attention.

Struggling, with scores below 43, indicates distress across several areas and may be linked to emotional or psychosocial challenges.

These categories help users better understand where they are and what kind of support or self-care may be helpful.

Why Early Support and Connection Matter

Cheng notes that the findings of the AXA study mirror broader trends seen in the workplace. In a separate Mind You study involving over 15,000 employees, the most common reason people sought help was simply the need for someone to talk to. Emotional distress, rather than clinical diagnosis, drove 80 percent of help-seeking behavior.

This shows a growing cultural shift toward openness and empathy, especially in professional environments. It also reinforces the importance of safe spaces and early support before mental health concerns escalate.

Supporting Filipinos Beyond Awareness

AXA’s commitment goes beyond digital tools. Its health plans now include free mental health counseling, while its Health Max Elite critical illness plan provides coverage for select mental health conditions. These offerings aim to protect Filipinos holistically, addressing both physical and mental well-being at different life stages.

“When people delay seeking help because they do not know what to do, it affects both their personal lives and their livelihoods,” Kandil said. “Filipinos who are better informed are more capable of taking action and thriving.”

Turning Awareness Into Action

Mental health conversations in the Philippines have come a long way, but this study makes one thing clear. Awareness must lead to action. Tools like the AXA Mind Health Self-Check provide a starting point for Filipinos who want clarity, guidance, and practical next steps.

For those looking to build self-awareness and make informed decisions about their mental well-being, AXA’s holistic health initiatives offer accessible support that goes beyond awareness and into real-world care.

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Manulife and AC Health Expand Cancer Prevention Care


Talking about cancer can feel overwhelming for many Filipino families. It is often associated with fear, uncertainty, and high medical costs. Yet health experts agree that early detection and prevention can make a life-changing difference. This is exactly the gap that Manulife Philippines, Manulife China Bank Life, and AC Health aim to address through their new partnership focused on cancer awareness and care.

The collaboration brings together Manulife’s long-term commitment to helping Filipinos live healthier and longer lives with AC Health’s growing expertise in cancer prevention, treatment, and survivorship. AC Health is one of the country’s leading integrated healthcare networks, with services that span clinics, hospitals, retail pharmacies, and pharmaceutical distribution. Together, they are working to make cancer education and comprehensive care more accessible, practical, and easier to navigate.

Why Cancer Prevention Matters More Than Ever

Cancer remains one of the most feared illnesses in the Philippines, according to Manulife’s Asia Care Survey. Many Filipinos still avoid screenings due to cost concerns, lack of information, or fear of diagnosis. This partnership aims to change that mindset by emphasizing prevention and early detection as essential steps toward better health outcomes.

Rahul Hora, President and Chief Executive Officer of Manulife Philippines, emphasized the importance of proactive healthcare.

“At Manulife, we believe that prevention and early detection are essential to helping Filipinos live healthier and better lives,” he said. “Our Asia Care Survey found that cancer remains one of the most feared diseases among Filipinos. This partnership with AC Health, which will provide cancer awareness, diagnosis and preventive programs, easier access to referral and care pathways, allows us to provide our customers with meaningful access to trusted cancer care.”

What This Partnership Means for Manulife Customers

Through ManulifeMOVE, Manulife Philippines’ flagship holistic health program, customers will gain access to cancer awareness initiatives and structured care pathways offered by AC Health. These services are delivered through Healthway Cancer Care Hospital, also known as HCCH, which specializes in comprehensive cancer care.

ManulifeMOVE participants can explore a full range of cancer-related services, starting from early detection and prevention to more advanced support. These include Cancer Concierge services, case management, treatment planning, and even second opinion consultations. The goal is to guide patients and their families every step of the way, reducing confusion and stress during an already challenging time.

Customers can also benefit from discounted cancer screening packages available nationwide. These include FIT tests for colon cancer, as well as screenings for cervical, lung, and breast cancer. By making these services more affordable and accessible, the partnership encourages Filipinos to take preventive action rather than waiting for symptoms to appear.

AC Health’s Role in Expanding Quality Cancer Care

AC Health continues to strengthen its mission of bringing world-class healthcare closer to Filipino communities. With Healthway Cancer Care Hospital and a nationwide network of hospitals and clinics, AC Health focuses on patient-centered care that supports not just treatment, but also education and long-term wellness.

Paolo Borromeo, President and Chief Executive Officer of AC Health, shared how the partnership aligns with their vision.

“AC Health is committed to making world-class cancer care accessible to more Filipinos,” he said. “Through the Healthway Cancer Care Hospital and our nationwide network of hospitals and clinics, we continue to provide comprehensive, patient-focused support. This partnership with Manulife enables us to reach even more Filipino families, empowering them to take charge of their health through early detection and high-quality care.”

Reaching More Families Through Banking Partnerships

Manulife China Bank Life also plays a key role in expanding the reach of this initiative. By working closely with China Bank and China Bank Savings, cancer awareness and preventive care can be introduced to a broader customer base across the country.

Amy Gochuico, President and Chief Executive Officer of Manulife China Bank Life, highlighted the importance of scale and early engagement.

“This collaboration with AC Health will enable us at MCBL to bring cancer awareness, preventive screening, and access to care closer to our customers from China Bank and China Bank Savings,” she said. “Now more than ever, this scale matters. It allows us to help normalize preventive health conversations across the country, and strengthens our ability to walk alongside our customers not only when claims are made, but long before through education, prevention, and guidance.”

A Step Toward Healthier Filipino Futures

By combining insurance, healthcare expertise, and education, this partnership represents a meaningful shift toward preventive health for Filipino families. It encourages open conversations about cancer, supports early action, and offers structured care options that feel less intimidating and more human.

For those looking to learn more about ManulifeMOVE and its cancer care programs, detailed information is available on the official Manulife Philippines website. With initiatives like this, preventive care becomes not just a medical responsibility, but a shared effort toward healthier and longer lives.
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PH Students Lead Asia-Pacific at GA 2025 Awards

Saturday, January 24, 2026


Filipino youth once again proved they have a strong voice in global conversations, this time in the fast-evolving world of communication and artificial intelligence. At the 2025 #NextInLine Changemakers’ Recognition Competition by the Global Alliance for Public Relations and Communication Management (GA), students from the Philippines claimed three of the ten top spots in the Asia-Pacific region.

The regional winners were announced during GA’s final Hero Web Conference on December 5, highlighting how young communicators from the Philippines are helping shape discussions around ethical, purpose-driven communication in the age of AI.

What Is the #NextInLine Changemakers Competition?

The #NextInLine Changemakers’ Recognition is a global essay-writing competition that invites students and young communication practitioners to reflect on the future of the profession.

A Timely and Thought-Provoking Theme

For 2025, participants were challenged to respond to the theme:

“How Can AI-Driven Communication Transform the World? From Information to Impact: Reimagining the Future of Ethical, Purpose-Driven Communication.”

Entrants submitted original essays exploring how innovation, empathy, and the responsible use of artificial intelligence can improve how people communicate, build trust, and create meaningful impact.

In a time when AI tools are becoming part of everyday work, the competition encouraged young voices to think beyond efficiency and focus on ethics, accountability, and human-centered communication.

Filipino Changemakers Recognized in Asia-Pacific

The Philippines stood out in this year’s competition, with Khrysza Paras, Edmund Rhei Morada, and Jillian Barreiro earning recognition among the Asia-Pacific region’s most promising young communicators.

Their work placed them alongside fellow honorees from Indonesia and other parts of the region. All regional winners received a Global Alliance Certificate of Distinction, marking their ideas as standout contributions to the global dialogue on AI and communication.

For Filipino students, this recognition reflects not only individual excellence but also the growing strength of communication education and thought leadership in the country.

Praise for a New Generation of Ethical Communicators

Ana Pista, APR, Chair of GA’s Student and Young Practitioners Month (SYPM) 2025, shared high praise for the winners.

She noted that the judges were impressed by both the quality of ideas and the passion behind them. According to Pista, the essays demonstrated that the next generation of communicators understands the importance of using AI responsibly while keeping people and values at the center of their work.

This perspective is especially important as communication professionals navigate challenges around misinformation, public trust, and digital ethics.

Full List of 2025 Regional Winners

Asia-Pacific
  • Khrysza Paras (Philippines)
  • Edmund Rhei Morada (Philippines)
  • Desak Ayu Bulan Trisna Aprilia Putri (Indonesia)
  • Nabilah Azzahra Putri Bastari (Indonesia)
  • Jillian Barreiro (Philippines)
  • Stephanie (Indonesia)
  • Priscilla Audric Kanabi (Indonesia)
  • Syfa Aulia Manezha (Indonesia)
  • Mumtaaz Qadhifa (Indonesia)
  • Adinda Silvia Maharani (Indonesia)

Africa
  • Aromaradu Salahudeen Salihu (Nigeria)
  • Azeez Sulaiman (Nigeria)
  • Benaja Nkemzikann (Cameroon)
  • Daryl Tchabat (Cameroon)
  • Elvis Miba Pengou (Cameroon)
  • Emmanuel Chiwila (Zambia)
  • Ikwuorgu Favour Eloho (Nigeria)
  • Jessica Gbedemah (South Africa)
  • Venant Axel Alima (Cameroon)
  • Ogunsemowo Moyinoluwa Elizabeth (Nigeria)

North America
  • Amber Marthinsen (USA)

South Asia and Middle East
  • Tisha Jain (India)
  • Abhijit Rawat (India)
  • Divyangna Mehrotra (India)
  • Lamisha Akter Fiza (Bangladesh)
  • Komal Iyer (India)
  • Poshita Jain (India)
  • Pratibha Pandey (India)
  • Senjuti Paul (Bangladesh)
  • Shrida Trivedi (India)
  • Shrimoyee Sur (India)

Why Youth Leadership in AI Communication Matters

The #NextInLine Changemakers’ Recognition is a key initiative under GA’s annual Student and Young Practitioners Month (SYPM). The program spans GA’s six global regions and is designed to elevate youth leadership while encouraging ethical thinking in communication.

This year’s winning essays reflected a shared belief among young communicators. While AI can transform how information is created and shared, it should never replace empathy, inclusivity, and accountability.

GA emphasized that its mission is to support future leaders who see technology as a tool to amplify human values, not overshadow them.

A Proud Moment for Filipino Students

For the Philippines, the strong showing at GA 2025 is a reminder that Filipino students are not just adapting to global trends but actively helping shape them.

As AI continues to influence communication worldwide, these young changemakers represent a generation ready to lead with both innovation and integrity.
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Canon Philippines Appoints Rochelle Plata as CFO


Leadership changes do not always make loud headlines, but some appointments signal long-term impact rather than short-term buzz. Canon Marketing (Philippines), Inc. has announced the appointment of Rochelle Plata as Assistant Director and Chief Finance Officer, a move that underscores the company’s focus on stability, strong governance, and future-ready growth.

Plata takes over the role following the retirement of Rosalia Baldorado, who concluded a distinguished career with Canon. With more than two decades of finance experience and nearly 17 years within the Canon organization, Plata steps into the position with deep institutional knowledge and a clear mandate.

Rochelle Plata is not new to Canon Philippines. She brings 22 years of experience in finance and accounting, with hands-on leadership across critical functions such as budgeting, management reporting, treasury, taxation, credit and collections, and general accounting.

Her long tenure within Canon has given her a comprehensive understanding of the company’s operations, culture, and strategic priorities. This continuity is especially important at a time when businesses are navigating tighter regulations, evolving compliance standards, and increased pressure for financial transparency.

Strengthening Financial Leadership at Canon Philippines

As Assistant Director and CFO, Plata will oversee the Finance and Accounting function, playing a central role in reinforcing Canon Philippines’ financial foundation.
Focus on Data-Driven Decision Making

One of Plata’s key priorities is enhancing financial planning and analytics. This focus supports smarter, data-backed decisions across the organization, helping leadership respond more effectively to market changes and business opportunities.

In today’s competitive landscape, finance teams are no longer just record-keepers. They are strategic partners, and Canon’s direction reflects this shift.

Governance, Compliance, and Controls

Plata will also lead efforts to further strengthen financial governance, internal controls, and regulatory compliance. For multinational brands operating in the Philippines, maintaining high standards in these areas is essential not only for risk management but also for long-term credibility.

Her background in corporate governance positions her well to uphold these standards while keeping operations efficient and aligned with business goals.

Building a High-Performing Finance Team

Beyond systems and numbers, Plata’s role includes developing a high-performing finance organization. This involves streamlining operations, optimizing resource management, and continuing to invest in people development.

Strong finance leadership often works quietly in the background, but its effects are felt across the company. From smoother operations to better-supported teams, this focus creates stability that enables growth.

A Leadership Mindset Grounded in Trust and Accountability

In her statement, Plata shared her appreciation for the confidence placed in her by Canon Marketing Philippines. She emphasized her commitment to building an efficient finance organization that supports operational excellence and sustainable growth.

This mindset reflects a leadership approach centered on accountability, collaboration, and long-term value rather than short-term wins.

What This Means for Canon Philippines Moving Forward

Canon Philippines continues to operate in a dynamic business environment where agility, compliance, and financial discipline are increasingly interconnected. Appointing a CFO with deep internal experience sends a clear message of continuity and confidence.

With Plata at the financial helm, Canon is reinforcing its commitment to responsible growth, strong governance, and operational resilience.

For a brand known globally for innovation and reliability, this leadership transition ensures that the financial backbone of the organization remains just as strong.
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2026 Is the Year of the Sardine: Why This Small Fish Is Making a Big Wellness Statement


If there is one unexpected food trending in global wellness conversations, it is the humble sardine. The Medical Wellness Association (MWA) has officially declared 2026 as “The Year of the Sardine”, signaling a renewed focus on simple, nutrient-dense foods that support long-term health.

For Filipino households, this declaration feels especially relevant. Sardines have long been a pantry staple, valued for their affordability, versatility, and comfort-food appeal. Now, science and global wellness leaders are catching up to what many families already know.

Why the Medical Wellness Association Chose Sardines

The MWA’s announcement is rooted in growing concern over declining wellness indicators worldwide. According to Dr. Christopher Breuleux, President of the US-based Medical Wellness Association, modern diets and lifestyles are contributing to widespread metabolic issues.

Research increasingly points to metabolic health as a foundation of overall wellness. Poor metabolic health has been linked not only to Type 2 diabetes and fatty liver disease, but also to heart disease, certain cancers, and organ dysfunction.

The solution, according to MWA, is not complicated. It starts with food choices that are nutrient-dense, accessible, and easy to integrate into daily life.

Sardines as a Metabolic Health Superfood

MWA Board Member and Faculty Member James Michael Laffety describes sardines as one of the most practical weapons against metabolic disease. They are rich in high-quality protein, packed with omega-3 fatty acids, and naturally loaded with essential vitamins and minerals.

What makes sardines stand out even more is cost. Compared to many trendy superfoods, sardines remain one of the most affordable sources of complete nutrition. This makes them accessible across income levels, an important factor in improving public health.

A Trend Already Gaining Momentum

Sardines are no longer just a quiet pantry staple. They have been making headlines across social media and wellness platforms. From Instagram to X, doctors and wellness advocates have been sharing concepts like the “three-day sardine fast.”

They have also been discussed on leading global podcasts, reflecting a wider shift toward metabolic health-focused eating. According to Laffety, this growing attention is unlikely to fade anytime soon.

A Growing Global Market for Sardines

Even before the recent surge in metabolic health awareness, the sardine market was already expanding. MWA reports that the global sardine industry has been growing at an annual rate of 7.5 percent.

With increased education, awareness, and recent updates to the US Food Pyramid, the organization forecasts growth to reach double digits or more starting in 2026. For MWA, this trend represents more than market success. It signals a positive shift toward better global nutrition habits.

Mega Sardines Earns the MWA Superfood Seal

After years of reviewing the sardine category, the Medical Wellness Association awarded its prestigious “Superfood” seal to Mega Sardines in mid-2025.

The recognition was based on two key factors. First, Mega sources its sardines from the clean fishing waters of the South Pacific. Second, the brand follows a unique “catch to can in 12 hours” vertically integrated process, ensuring exceptional freshness for a canned product.

To date, Mega Sardines is the only brand worldwide to receive this distinction from the MWA.

Mega Prime Foods and the Filipino Value of Malasakit

Behind Mega Sardines is Mega Prime Foods, Inc., a Filipino company with over 50 years of history. The brand is deeply rooted in the value of Malasakit, a Filipino concept that means giving to society without expecting anything in return.

This philosophy has guided the company’s approach to food, wellness, and community impact. By embracing the MWA Superfood seal, Mega Prime Foods has taken an active role in educating consumers globally about smarter food choices.

Investing in Science and Future Wellness

Mega Prime Foods is not stopping at recognition. The company is currently developing a series of clinical studies, supported by major universities, to further explore how food choices affect metabolic health.

For Michelle Tiu Lim Chan, CEO of Mega Prime Foods, this milestone reflects decades of purpose-driven work.

She shares that the Superfood seal represents the culmination of a mission started by her parents. One that focuses on providing high-quality, high-value food to consumers in the Philippines and around the world. She sees it not as an endpoint, but as a commitment to continue this work for generations to come.

Why “The Year of the Sardine” Matters to Filipino Homes

For many Filipinos, sardines are already part of everyday meals. From quick breakfasts to comforting ulam during busy weekdays, they are familiar, reliable, and nourishing.

The MWA’s declaration simply reframes sardines as what they truly are. A globally recognized superfood that fits perfectly into Filipino lifestyles. Affordable, nutritious, and easy to prepare, sardines prove that better health does not always require expensive or complicated solutions.

As 2026 approaches, the message is clear. Sometimes, the smartest wellness choices are already sitting on your pantry shelf.

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