Most CEOs talk about values. Michelle Tiu Lim-Chan lives by them—even when it’s hard.
As President and COO of Mega Prime Foods Inc., the company behind Mega Sardines, Michelle believes the best brands are built on more than just strategy—they’re built on soul. In an exclusive interview with Financial Adviser PH, she shared how a faith-driven, people-first culture has shaped not only her leadership but also the company’s rise as a Filipino staple.
Faith as the Operating System
“Our values are the heart of everything we do,” Michelle says.
At Mega, business starts with belief. The company’s deeply held value of God-centeredness influences every major decision. “We believe God is always on our side,” she adds. “That faith in God sets us apart as a company.”
Michelle describes prayer as part of the decision-making process—and she credits divine guidance with many of the breakthroughs Mega has achieved. For her, faith provides clarity, alignment, and peace amid uncertainty.
Malasakit as Policy
If faith is the compass, malasakit is the fuel. “Malasakit drives us to care deeply—for our employees, our customers, and our communities,” Michelle shares.
That care isn’t symbolic—it shows up in how Mega treats its people. During the pandemic, instead of focusing solely on keeping the business afloat, the company prioritized job security, food packs for employees, and expanded support through the Mega Tiu Lim Foundation. “It wasn’t a PR move,” Michelle emphasizes. “It was instinct.”
This same care extends to communities. The company’s Mega Bigay Sustansya program delivers nutritious meals and health education to undernourished areas. Meanwhile, the Mega Ocean Cleanup sends out boats to remove waste from local seas—a move that benefits the fishing communities it serves.
“Care isn’t just a value—it’s a responsibility,” Michelle says.
Innovation That Stays True to Its Roots
Michelle holds a degree in Management Information Systems—and she’s put it to good use.
“I don’t change tradition—I enhance it through digitalization,” she says.
She helped design the systems used at Mega today, applying data analytics and digital monitoring to improve everything from quality control to operations. But she insists that innovation must be purposeful, not performative.
“We don’t innovate just to be different—we innovate to serve better,” she explains.
This philosophy helped Mega Sardines earn recognition as a certified superfood by the Medical Wellness Association, underscoring its commitment to both nutrition and modernization.
The Family That Built a Brand
Mega Sardines’ values aren’t just posted on a wall—they’re passed down through generations.
“Our mission—to bring pride to Filipinos by providing world-class brands that uplift lives—is a direct reflection of the values my parents built this company on,” Michelle shares.
She’s continued that legacy while ensuring the company evolves. Even as Mega expands and competes on a global scale, she ensures the company remains people-first and values-led.
“One of our greatest strengths is how we treat our employees like family,” she says. “That trust builds loyalty, resilience, and a shared sense of mission.”
Rooted, Resilient, and Ready for What’s Next
In a fast-moving market, Michelle says values are what keep Mega grounded.
“Markets evolve. But our commitment to uplifting Filipino lives through quality and care never changes.”
As she told Financial Adviser PH, staying rooted in tradition while embracing change is what makes Mega Sardines more than just a brand—it makes it a benchmark.
And that’s how values become a competitive edge.
