There’s no denying the fact that Coco Martin has bagged the
title, “Hari ng Primetime” with his long-running show, “Probinsyano”. The show
has been airing in ABS-CBN for the past three years which is not an easy feat
especially with the new and bolder shows taking the spotlight.
But Martin has proven that the Filipino taste has not really
changed much over the years especially when it comes to entertainment. His show
which is a mix of action, suspense, drama and comedy has that distinct Filipino
flavor stamped all over it.
So it came as no surprise when he became the face of a local
brand of sardines – King Cup -- “Hari ang Sarap, Hari ang Sardinas”.
Just as many Filipinos are making sure they come home from
work early just so they can tune in to this popular show, this new brand of
sardines will surely make you want to come home because of its delicious taste
and distinct flavor – mapapauwi ka talaga sa sarap!
“Isang malaking kasiyahan sa akin na maging King Cup
Sardines’ brand ambassador dahil naniniwala ako sa kalidad ng produktong ito.
Naalala ko, bata pa lang ako, excited talaga ako umuwi sa lola ko– at ang
paborito kong ginisang sardinas na hinahanda nya. Simple lang pero mapapauwi ka
talaga sa lasa at sarap!” Coco excitedly shared.
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| King Cup Sardines newest ambassador Mr. Coco Martin with Permex Executives--President Jimmy Yap, Vice-President of Sales and Marketing Engr. Jaydrick Yap and Chief Finance Officer of Eugene Yap |
Three Decades of Excellence
King Cup is just one of the many brands under Permex
Producer and Exporter Corporation which has been around for more than 30 years.
Hailing from the biggest sardine-making city in the country, Permex operates in
Zamboanga which is considered one of the biggest and efficient tuna and sardine
processing plants in the country. In fact, they employ about 1,500 workers and
with rated capacity to process 70 metric tons of tuna and 150 metric tons of
sardines per day.
This family corporation is headed by its President Jimmy Yap
who was born and raised in Davao. The second generation currently takes an
active role in running the family business with Engineer Jaydrick Yap as the
Vice President of Sales and Marketing, and Eugene Yap as the Chief Finance
Officer.
Small Beginnings, Big Vision
As with most companies, Permex started small with an initial
capacity of 10 metric tons of fish and a work force of 300 but they have
expanded and grown so much in just three decades.
Permex owns seven separate warehouses, ice plant that can
produce 180 metric tons of ice per day, a cold storage facility for 1,200 tons
of fish storage at -25C that maintains fish freshness, and a fully
air-conditioned tuna cleaning facility with temperature maintained at 70F.
“Our modern facilities and resources equip us to engage in
deep sea fishing, ice production and cold storage, seafood canning, fishmeal
production, ship repair, dry dock and maintenance. These resources enable
Permex to provide fresh fish to the market and its cannery. Because of our
modern facilities, we are able to enter markets in Asia and Europe,” Jaydrick
shares.
World-Class Quality
“Permex takes pride in being the only Philippine fish
cannery to attain a ‘Double Triple A’ rating by the Department of Fisheries and
Oceans of Canada in 1991. This rare distinction has allowed the company to
continue and enjoy preferential status of its products in Canada after passing
the Canadian Food Inspection Agency’s rigid quality management program. The
company was also awarded in 1991 with the Golden Shell Award for Excellence in
Exports, the first fish cannery to be a recipient of this prestigious award
from the Department of Trade and Industry (DTI) and the Center for
International Trade and Expositions and Missions (CITEM),” Eugene added.
Permex is also one of the few Philippine canning plant
accredited by European Union, that produces both sardines and tuna for export
to EU market.
Their excellence in their products has reached world-wide
recognition which is a pleasant surprise since sardines has been known for far
too long as a poor man’s food.
Sardines: A Filipino Kitchen Staple for Good Reason
If we were to scour your kitchen, how likely is it that we
will find a can or two of these sardines sitting comfortably in your pantry or
your kitchen cabinet? Considered a Filipino food staple, sardines can be found
in almost every kitchen in the country because it not only boasts of its
affordability, but it also prides itself in its taste and nutritional value.
Did you know that a single can of sardines is packed with
high protein and is low in carbs? It is also a good source of calcium, iron and
omega 3 fatty acids. That is why the American Heart Association recommends
adding fatty fish to your diet at least twice a week to help lower cholesterol
levels and improve your heart’s health.
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Herbed Butter Crostini with King Cup Sardines Pâté
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Specifically created for mass market consumption, King Cup Sardines
are made from fresh tamban fish cooked in tomato sauce with just the right
amount of spices. Deliciously flavorful, King Cup Sardines has a firm, meaty
texture rarely found in regular sardines.
Since Filipinons enjoy their sardines sautéed, this new
brand is definitely suited for moms. Lola’s or Tita’s special recipe of ginisang
sardinas!
That is why it is clear as day that sardines are here to
stay and with the new brand of royalty in town, King Cup is sure to reign in
the hearts—or in this case, the kitchen---of many.
King Cup has two variants: King Cup Sardines in tomato sauce
and King Cup Sardines in tomato sauce with chili added are available at all
leading supermarkets and groceries nationwide.
For more information on King Cup Sardines, visit www.permex.com.ph and follow on Facebook https://www.facebook.com/KingCupA1Sardines/.
Contact the Sales and Marketing at (02) 3666054 located at 232 Baesa Industrial
Terminal Quirino Highway Q.C.#
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