WHAT canned food does your favorite celebrity eat? If you ask Probinsyano star Coco Martin, his answer would be King Cup Sardines. After all, he is the face and the brand ambassador of this excellent local brand of sardines, dubbed “Hari ang Sarap, Hari ang Sardinas.”
Just recently introduced as such, Coco is happy to represent King Cup Sardines because he truly enjoys its delicious taste and appreciates the nutritional value it provides him and everyone who eats it. Each can is packed with high protein, calcium, iron and Omega 3 fatty acids, and since King Cup Sardines is specifically created for mass market consumption, it is affordable to almost everyone and therefore contributes to the promotion of nutritional food among people from all walks of life. Sardines may be considered as a Filipino food staple, but King Cup Sardines elevates this so-called “poor man’s food” into a gastronomic delight. Made from fresh tamban fish cooked in tomato sauce with just the right amount of spices, it has a firm, meaty texture rarely found in regular sardines. It tastes great straight from the can or sautéed with ginger and onion to make ginisang sardinas, which is a big Pinoy favorite.
“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,” says Coco.
Just one of the many brands under Permex Producer and Exporter Corporation and backed by 30 years of experience, King Cup is produced in Zamboanga, which is reputed to be one of the biggest and most efficient tuna and sardine processing plants in the country. Permex employs about 1,500 workers and has a capacity to process 70 metric tons of tuna and metric tons of sardines. It has certainly come a long way from its humble beginnings, with a work force of 300 and a capacity of 10 tons of fish. It has grown and expanded tremendously over the last three decades.
Aside from these, the company has won several awards and earned accolades over the years. It 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. It was also a recipient of the Golden Shell Award for Excellence in Exports, the first fish cannery to earn the recognition. Permex also happens to be one of the few Philippine canning plants accredited by the European Union.
King Cup Sardines comes in two variants—King Cup Sardines in Tomato Sauce and King Cup Sardines in Tomato Sauce with Chili Added. These are available in all leading supermarkets and groceries nationwide.