Behind Bounty Fresh Group Holdings, Inc.’s rise to the top is a leader whose vision, resilience, and genuine care for people have pushed the company forward.
As the CEO of Bounty Fresh Group Holdings, Inc., Atty. Kenneth Cheng has spearheaded the company’s growth, but his journey and leadership style offer more than just business insights—they highlight the power of learning, collaboration, and staying grounded, even amidst challenges.
Atty. Cheng’s vision is to create a sustainable and innovative business model. As he once pointed out, “We make mistakes, but we make sure we only do it once. We need to learn from our mistakes.”
Atty. Cheng’s humility in admitting the company’s missteps is a testament to his forward-thinking nature. Learning from mistakes and ensuring they are not repeated has allowed him to build a more resilient and innovative organization. However, the real genius in Atty. Cheng’s leadership lies in how he treats the people around him.
Building on People
One of Atty. Cheng’s strongest belief is the importance of surrounding oneself with talented individuals. He isn’t afraid of having people on his team who might be more skilled in certain areas than him. In his words, “We learned that if we use good people, they can help us grow this business.” This mindset reflects his confidence and understanding that success is a collective effort.
For Atty. Cheng, it goes beyond simply assembling a team of talented individuals—it’s about cultivating their potential. At Bounty, he has fostered a culture of collaboration, continuous learning, and mentorship, where employees are empowered to lead. This people-first approach has enabled Bounty to expand while preserving the close-knit, family-run spirit at its core.
This emphasis on people extends beyond his core team. Atty. Cheng is also deeply committed to guiding those just beginning their careers. ‘I’m always sympathetic to someone starting out,’ he shares. ‘I try to help them.’ His mentorship reflects a belief that success is not just built on experienced talent but also on fostering new potential, keeping the company’s spirit of growth and learning alive.
From Humble Beginnings
The story of Bounty didn’t start with the acquisition of a major company. Instead, it began with a single poultry house—a humble beginning that has since transformed into one of the largest integrated poultry producers in the Philippines, under Atty. Kenneth Cheng’s leadership, Bounty Philippines has expanded its operations and become a major player in the industry.
Atty. Cheng’s leadership has also been instrumental in Bounty’s involvement in various sectors of the poultry business. The company operates an Agri Group, which works with people in the industry by selling feeds, chicks, and other essential products. “We’re one of the largest sellers of day-old chicks. We’re one of the largest sellers of parent stock,” Atty. Cheng proudly states. This vast network showcases Bounty’s significant role in not just poultry production, but also in supporting others in the field.
In an industry as competitive as poultry farming, it’s refreshing to see Atty. Cheng’s collaborative spirit. When faced with crises like the avian influenza outbreak, Atty. Cheng didn’t just focus on his own company’s success. Instead, he extended a helping hand to others. “We started selling day-old chicks to people here in Luzon who cannot send hatching eggs or chicks to Mindanao,” Atty. Cheng recalls. This act of support turned competitors into allies and strengthened relationships within the industry.
Atty. Cheng’s willingness to help others, even when there could have been opportunities for personal gain, is a reflection of his integrity as a leader. His focus isn’t on short-term wins but on building long-lasting partnerships that benefit everyone involved. It’s this kind of collaborative mindset that has cemented Bounty Philippines as a trusted name in the industry.
Being The Top Of Mind Choice
Atty. Kenneth Cheng’s ultimate goal for Bounty Philippines is to be “top of mind” for consumers. He is committed to ensuring that the company consistently delivers high-quality products. “We want to be there all the time. Good products there all the time,” he emphasizes. This focus on consistency is what sets Bounty Philippines apart from the competition.
But Atty. Cheng also understands that the poultry industry, like any other, requires constant innovation. From ensuring a low-stress environment for chickens to using cutting-edge practices that allow them to claim ‘No Antibiotics Ever’ for their Bounty Fresh chicken, Bounty Philippines has made a name for itself in producing healthy, sustainable products. Atty. Cheng’s commitment to animal welfare and food safety is clear—Bounty focuses on having their chickens maintain their health naturally as much as possible. As he aptly puts it, ‘The only time you don’t need antibiotics is when you don’t get sick
This approach is not only good for the animals but also for consumers, who are increasingly looking for healthier and more ethically produced food. By prioritizing sustainability and animal welfare, Bounty Philippines is not just keeping up with the times but leading the way in responsible poultry farming.
A Rare Gem
What truly stands out about Atty. Kenneth Cheng is his authenticity. He’s a leader who isn’t afraid to admit his mistakes, who values his people, and who believes in lifting others as he climbs. His leadership style isn’t about being the best at everything but about empowering others to excel.
It’s rare to find a CEO as hands-on and involved in the day-to-day workings of the business as Atty. Cheng His genuine care for his employees and industry partners shines through in everything he does. From helping struggling competitors during a crisis to mentoring the next generation of poultry farmers, Atty. Cheng has created a culture at Bounty Philippines that is rooted in compassion and collaboration.
Under Atty. Kenneth Cheng’s leadership, Bounty has grown from its humble beginnings to become a dominant player in the industry. His visionary approach, commitment to quality, and genuine care for the people around him have driven the company’s success. Atty. Cheng’s leadership style is a perfect balance of innovation, empathy, and resilience, making Bounty a name that is synonymous with excellence.
As Bounty continues to thrive under Atty. Cheng’s guidance, one thing is clear: the company’s success is a reflection of its CEO’s unwavering dedication to the business, the people, and the community.
