MAGNOLIA FRESH CHICKEN

, had its beginnings in 1953

. In 1972, the companys integrated poultry operations started with its first breeder farm in
Cavite.
The first chicken processing plant which produced the trade mark Magnolia Fresh Chicken was
set up in Muntinlupa in 1973.
San Miguels acquisition of Pure Foods in 2001 brought together two food industry leaders,
ushering in a new era of growth and market leadership for the integrated businesses. For poultry,
the integration brought together the strengths of two major brands-Magnolia Fresh Chicken and
PurefoodsSupermanok. Today, the SMFI Poultry Business is the countrys leading producer and
marketer of branded poultry products. Other than the domestic market which it dominates, it is
also engaged in export of value-added chicken products to Japan.
SMFIs Poultry Live Operations cover a vast network of over 100 breeder farms for Grandparent
and Parent stocks, 21 hatcheries, and more than 1,400 contracted broiler farms that currently
supply majority of the countrys annual broiler capacity.

Since 2004, SMFI has spearheaded a successful transformation of its broiler chicken grow-out
operations from traditional naturally ventilated poultry houses to tunnel ventilated facilities.
Resulting in more stable broiler supply and superior performance, the new technology also
delivered higher incomes to contract growers who have invested in tunnel ventilated facilities.

The company also convinced its contract partners to install automated feeding and drinking
systems as well as to replace rice hulls as litter material in poultry houses with plastic slats.
Further processing operations managed by SMFI consist of cutting, deboning, portioning,
skewering and marinating. Generally, these further processing activities are done manually to
meet stringent and specific requirements for both domestic and foreign customers. The
marination process utilizes refrigerated tumbling machines to achieve better marinade pick-up
and uniformity.
All equipment are compliant to the requirements of food safety standards
Its San Fernando plant is the only poultry processing plant to-date to have been installed in the
Hall of Fame for the Best Meat Establishment.
Since the inception of the search for the Best Poultry Processing Plant in 1995, majority of the
regional and national winners in the AAA category have always been SMFI plants.

Some of SMFIs processing plants are now ISO 9001:2008v and 22000-2005v certified by the
Bureau of Product Standards of the Department of Trade and Industry and attached to UK or US
standards. All other plants are in certifiable state as audited by trained San Miguel Corporation
Food Safety and Quality Management System auditors.
The Magnolia Chicken Station, an innovative approach to selling fresh chicken was first set-up
in 2004 and by end of 2010, It expanded to a network of almost 500 outlets in both supermarkets
and Monterey neighborhood meat shops. Prior to the stations, fresh chilled chicken was usually
available in wet markets while supermarkets carried mostly frozen chicken. The big idea was
to bring the consumers buying habits honed in wet markets into the cleaner, more sanitized
supermarket environment. The stations allow consumers the freedom to select the chicken format
and quantity they want-whether to buy in bulk, by the piece or by 100 grams, or to choose
specific cuts for themselves using tongs, or to ask the staff to debone a whole chicken.
The most convenient product innovation found at the Magnolia Chicken Station are premarinated chicken, called the Cook-Easy line, ideal for various types of flavorful, mouthwatering
dishes such as Asian-inspired Korean barbecue or Chicken Teriyaki, grilling staples such as
Chicken on sticks and Chicken Inasal, or even party favorites like Chicken Fingers, Chicken
Bites, or Chicken Balls, to name few, Busy homemakers truly appreciate these cook-easy
chicken products that provide the warmth of home-cooked meals at an affordable cost
Chicken Yakitori - Main Export Product
San Miguel Foods Inc. is now looking towards the rest of the world as it expands its product distribution
outside the country. In line with the vision of becoming one of Asias best sources of meats and poultry
it has consolidated both businesses to maximize organizational synergies and expand the availability of
its products domestically and internationally. Overseas marketing efforts have also been stepped up.
This is true especially in Japan, which is one of the worlds largest consumers of processed poultry. Since
2004, SMFI has been providing high value items, particularly Yakitori products to the Japanese market
and the relationship has significantly grown since then.

SMFI bags Platinum Award for both Monterey Meats and Magnolia Fresh Chicken at the
Readers Digest Most Trusted Brands Awards night.

"Reader's Digest has a long history of enriching its readers' lives with information that is
relevant and inspiring. While many other publications have failed, RD has found ways to
keep up with changing lifestyles, remaining a ready "grab" for consumers looking for a
quick read or easy reference. This rich heritage of being a trusted companion extends to
its "Trusted Brands" awards, giving these awards a high degree of credibility that actually
translates into consumers' purchasing decisions. For Monterey Meats, now on its fourth
year as a Platinum awardee, and Magnolia Chicken, now a Platinum awardee after three
years as Gold, the Trusted Brand recognition is a testament to our strong connection with
consumers and our continuing commitment to deliver quality products all of the time. We
are even more inspired to look for new ways of remaining our consumers' brand of
choice."
The brand in each category are rated based on six qualitative criteria trustworthiness
and credibility, quality, value, understanding of consumer needs, innovation, and social
responsibility. With survey respondents from across the country, the awarding body has
showcased how both Monterey Meats and Magnolia Fresh Chicken have continuously
upheld their commitment to their consumers of providing them products with the highest
quality of safety, freshness, value for money and the consumers overall wellbeing.