Positioning itself firmly among Asia’s leading integrated food and agribusiness companies, Aboítiz Foods (AF) garnered top regional recognition as its rebranding initiative—integrating Pilmico and Gold Coin under a single corporate brand—won Gold in the Philippines and Bronze in Asia-Pacific at the first-ever NEXT Awards 2025.
Held on November 27, 2025, at Shangri-La The Fort Manila, the NEXT Awards celebrated the most innovative branding initiatives across the region.
AF’s rebranding initiative was honored for its creativity, innovation, and excellence in successfully unifying a diverse, multi-country business under one corporate brand, affirming the company’s regional growth ambitions and reinforcing its commitment to the brand promise, “Together We Nourish the Future.”
“Becoming Aboítiz Foods represented more than a name change or logo refresh; it marked a new chapter for the company,” said Joeben Gamatero, AF’s Vice President for Brand & Reputation Management and Agribusiness Marketing, adding, “Bringing Pilmico and Gold Coin together under Aboítiz Foods propelled our business forward, creating a distinct, singular voice that resonates powerfully with both our customers and employees. It clearly demonstrated how a unified identity can inspire teams to pursue shared goals,” Gamatero added.
A Reputation-led Campaign Strategy across Asia
Following Pilmico’s acquisition of Gold Coin Management Holdings Inc. (Gold Coin) in 2018, AF needed a unified brand that could bring together two legacy organizations, align thousands of team members across Asia, reflect a shared purpose, and strengthen its reputation for long-term regional growth.
Rather than launching a mass-market advertising campaign, the company pursued a reputation-led, people-first approach anchored on leadership visibility, strategic public relations, thought leadership, and a comprehensive internal rollout. The AF corporate brand was launched simultaneously across eight countries on August 1, 2024, followed by brand roadshows to deepen understanding and engagement among employees.
The rebrand honored the heritage of Pilmico and Gold Coin while establishing a forward-looking identity aligned with AF’s vision to become a leading integrated food and agribusiness company in Asia. It enhanced collaboration, sharpened focus, and supported the company’s strongest financial performance to date, reinforced by purpose-driven programs that elevate the brand’s regional positioning across the food value chain.
Winning Gold at the NEXT Awards Philippines qualified AF for the APAC competition, where it ultimately secured Bronze, distinguishing itself among entries from Singapore, Malaysia, and Indonesia.
Reflecting on the dual wins, Gamatero expressed appreciation for the teams behind the campaign:
“We are grateful for the jury behind NEXT Awards, which recognized the brand’s remarkable efforts and achievements for this rebranding campaign. It would not be possible without the passionate people behind it.”
Strengthening reputation beyond branding
AF’s strengthened reputation is also reflected in other recent achievements. Its Risk Management team recently earned the global Risk and Insurance Management Society-Certified Risk Management Professional (RIMS-CRMP) credential, demonstrating adherence to international risk management standards and enhancing organizational resilience.
The company’s corporate social responsibility programs were also recognized at the American Chamber of Commerce of the Philippines’ Corporate Social Impact Awards, acknowledging AF’s efforts to support local communities through livelihood, education, and sustainability programs.
Together, these recognitions reinforce the company’s commitment to delivering safe, high-quality, responsibly sourced, and expertly crafted food across the food value chain, while creating meaningful impact and lasting value in the communities it works closely with.
As AF moves forward with a unified brand anchored on purpose and shared wins, it continues to strengthen its reputation as a trusted partner in sustainably feeding Asia’s growth from mill to meal. The recognitions mark an important step in its journey toward strengthening regional presence and fulfilling its promise: Together We Nourish the Future.
