Ronald R. Mascariñas.

Bounty Agro Ventures, Inc. (BAVI) is a leading poultry integrator in the Philippines and a key member of the Bounty Fresh Group of Companies. Established in 1997, the company initially operated in Cebu and Davao, carrying the Bounty Fresh brand. Over the years, BAVI expanded its reach and is now ranked 207th among the top 1,000 corporations in the country. Together with its sister company, Bounty Fresh Food, Inc., BAVI supplies high-quality poultry products across the entire Philippine archipelago.

Nationwide Expansion and Innovation

By 2002, BAVI launched its nationwide operations, covering provincial Luzon, as well as the Visayas and Mindanao regions. Under the leadership of President and General Manager Ronald R. Mascariñas, the company implemented modernization programs to enhance operational efficiency and expand market reach. Today, BAVI boasts a nationwide network of branches, distributors, contract farms, hatcheries, feed mills, and poultry processing plants. Its facilities consistently earn Triple A ratings from the National Meat Inspection Service, ensuring cleanliness and top-quality products.

Overcoming Industry Challenges

BAVI faced significant challenges following the implementation of the ASEAN Free Trade Agreement, which opened the market to cheaper poultry imports. The company was forced to adapt to thin profit margins and increased competition. Under Mascariñas’s leadership, BAVI took bold steps to diversify its operations, launching its own retail business and developing a range of cooked and dressed chicken products.

In 2009, BAVI introduced “Chooks-to-Go,” its oven-roasted chicken brand, completing the company’s farm-to-table poultry integration. Today, BAVI owns three additional food store brands—Uling Roasters, Reyal, and Maro—and has set itself apart as the first and only poultry integrator in the country to offer antibiotic-free chicken. With nearly 2,000 rotisserie stores nationwide, BAVI has become the largest rotisserie chicken chain in the Philippines, a milestone unmatched by any other company in the industry.

Leadership and Workforce Development

Mascariñas credits BAVI’s success to a combination of vision, people, and training. He believes in leading by example, working closely with employees to teach, guide, and mentor them. His leadership philosophy emphasizes ethical business relationships, teamwork, and trust.

BAVI is the only poultry company in the country with a dedicated training and development department staffed by full-time trainers. The company has developed 14 training modules focusing on both soft skills and operational excellence for its 900 employees. Personal development programs such as the “7 Habits of Highly Effective People” are conducted in-house by licensed facilitators, while supervisors and senior management participate in Performance-Oriented Leadership and Executive Leadership programs. To further invest in its workforce, BAVI offers scholarships for MBAs and specialized professional courses to high-potential employees.

Commitment to Social Responsibility

Beyond its business success, BAVI is deeply committed to corporate social responsibility (CSR). The company focuses on socio-cultural and health initiatives, conducting social values seminars eight times a month in various communities and government units. Additionally, BAVI regularly organizes blood donation drives, tree-planting campaigns, community clean-up efforts, and feeding programs to support underprivileged communities.

A Vision for the Future

BAVI’s journey from a regional poultry integrator to the nation’s top poultry company and largest rotisserie chain is a testament to its resilience, innovation, and commitment to excellence. Under Mascariñas’s leadership, the company continues to push boundaries in poultry integration while fostering a culture of ethical leadership, employee development, and community engagement. With a strong vision and a dedicated team, BAVI is set to redefine the poultry industry in the Philippines for years to come.

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