Magnolia chicken is a brand product of San Miguel Foods Inc (SMFI), one of the largest business conglomerates of The Philippines. The first chicken processing plant which produced the trade mark Magnolia Fresh Chicken was set up in Muntinlupa in 1973. Magnolia chicken is sold through an innovative way of setting up Magnolia chicken stations. The first set up was done in 2004 and this expanded to a chain of 500 outlets by 2010. These stations can be found in both supermarkets and Monterey neighbourhood meat shops. Prior to the stations, fresh chilled chicken was usually available in wet markets while supermarkets sold mostly frozen chicken.
The most convenient product innovation found at the Magnolia Chicken station are pre-marinated chicken, called the ‘cook-easy line’ – ideal for various types of mouth-watering dishes such as Asian-inspired Korean barbecue or chicken teriyaki, grilling staples such as chicken-on-sticks and chicken inasal, or even party favourites like chicken fingers, chicken bites and chicken balls to name a few.
Other than chicken, the company is engaged in the agro-industrial sector, specifically in commercial feeds, poultry, pork and beef, with leading market shares in each of these industry segments. It keeps on innovating and delighting its customers by continuing to work on the dishes. It promises to deliver uncompromising quality, great taste and value. It provides cook-easy chicken products that provide the warmth of home-cooked meals at an affordable cost.
In addition to these revolutionary offerings, the Magnolia Chicken stations are also abuzz with marketing activities that add a new dimension to the customer’s purchase experience. The company has its business model built on sustainable partnerships through outsourcing and franchising. Through the years, an extensive network of third-party owned and operated facilities which include feed mills, farms, hatcheries, processing plants, warehouses and distribution facilities and a nationwide infrastructure of branded retail outlets selling pork, beef and chicken have been established.
So while the contract farmers take care of the ‘rearing’ part of operations, SMFI handles all sales and marketing. SMFI’s main brands – Magnolia Fresh Chicken and Monterey for pork and beef – remain the country’s leading products in the fresh meat category. Its 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
