UNAHCO recognized as Marketing Company of the Year at Agora Awards
Shopping in busy markets and large grocery chains, most Filipino consumers don’t think about where their pork or eggs come from–which, typically, is someone’s backyard. In fact, seven out of 10 livestock animals in the Philippines are raised not on sprawling industrial farms, but in backyards, by families working with limited space, tight budgets, and whatever knowledge they can piece together.
These farmers, the backbone of the country’s food supply, are also the most vulnerable when disease hits, typhoons strike, or feed prices spike.
UNAHCO, Inc., the agri-animal health subsidiary of United Laboratories, has built its business on making sure these farmers have what they need to succeed—and in doing so, has become one of the most remarkable marketing stories in Philippine agribusiness.
The case for Marketing Company of the Year
UNAHCO’s win for the Agora Awards’ Marketing Company of the Year category rests on a simple but powerful achievement: turning crisis into opportunity through marketing that actually matters. While other companies retreated during the overlapping disasters of 2021-2023, UNAHCO deployed programs that didn’t just maintain market share; they rebuilt an entire industry’s confidence.
The results speak for themselves. The company achieved a double digit compounded annual growth rate even amid African Swine Fever outbreaks, Avian Influenza disruptions, Typhoon Odette, and global raw material inflation. The company now ranks 119th in the Top 1000 Philippine Corporations and holds the second highest position among feed millers in the country.
But the real story isn’t in the tonnage—it’s in how UNAHCO got there.
Beyond messaging
When African Swine Fever devastated the swine industry, UNAHCO’s Pigrolac and Univet brands launched the Singko Kasado biosecurity program. This wasn’t a traditional marketing campaign. It was a coordinated effort with local government units involving biosecurity seminars, donations of barricades and disinfectants, vaccination drives, and on-ground training. The goal was to protect farms and rebuild farmer confidence when many were ready to abandon hog raising entirely.
The Usapang Baboy Program conducted 11,107 seminars in 2023 alone, engaging over 300,000 participants. Mobile Promo Vans traveled to remote provinces where farmers had no access to technical training or product information. In March 2023, UNAHCO launched the country’s first mobile veterinary laboratory, bringing affordable diagnostic services directly to small farms.
Through these programs, every farmer trained became a potential customer; every farm protected from disease, a sustained revenue stream; and every seminar conducted, a venue for building trust and brand loyalty. UNAHCO invested in farmers’ success.
Category leadership through strategic brand building
UNAHCO’s marketing prowess is evident in its brand portfolio. Across 14 business units, multiple brands have achieved category leadership:
Pigrolac dominates as the top OTC swine feeds brand, serving 70 percent backyard hog raisers and backed by over 1,000 swine technicians who provide life-stage nutrition systems, technical support, artificial insemination, vaccination, and farmer education.
Sarimanok leads in both duck feeds and OTC layer feeds, OTC Broiler, supporting commercial and backyard poultry farmers through programs like Sarimanok Poultry Start-up with Sarimanok Industry Champions and the Itik Pinas Farm Parami Project—a partnership to strengthen local duck breeding and promote improved Filipino duck genetics.
Thunderbird commands the gamefowl industry as the No. 1 OTC gamefowl feeds brand. Its Thunderbird BEXAN XP, Electrogen D+ and Redcell products under the Powervet brand are industry leaders. The “Passion of the Filipino Nation” and “Tagumpay” campaigns didn’t just sell feed—they rekindled pride and community among the sabungero.
Univet’s Animal Health Division holds market-leading positions with veterinary products including Vetracin, Jectran, Bexan SP, and Bexan XP, serving 10,000+ dealer accounts.
DoggiEssentials has rapidly grown in the companion animal care market, tapping into post-pandemic trends around responsible pet ownership and mental wellness.
UNAHCO’s marketing success is supported by impressive infrastructure: 23,000 dealers nationwide (up from 5,400), 14,000 active outlets, Manufacturing output grew by 1,150% from 2004 to 2024.
But infrastructure alone doesn’t win markets. UNAHCO’s Alliance with Technology Partners program brings global innovations from Alltech, Kemin, Olmix, Philchema, Cargill and Novus to Filipino farms. Precision Animal Nutrition—a digital system that optimizes feed formulation—now serves backyard farmers. Technologies like LifeStart, RiteStart, and FastGrow improve swine fertility, immunity, and growth rates.
Strong partnerships with Gamefowl TV brands, such asSabong Nation, Sabong TV, and Bakbakan Na! have likewise contributed to their community development with backyard farmers.
The marketing message is clear: world-class science for the Filipino backyard. It positions UNAHCO as the bridge between global research and local farms—a unique value proposition that competitors can’t easily replicate.
‘Bayanihan’
During the pandemic, UNAHCO’s Kaagapay Campaign distributed vitamins, disinfectants, and protective gear to dealers and farm partners. The Bird Flu-Free Nation campaign rolled out educational programs and distributed protective kits to high-risk areas. The Sari-saring Pigrocery redemption promo rewarded loyal dealers and shoppers.
At Agrilink 2023, UNAHCO reached over 17,000 visitors and 2,000 trade partners. Its partnership with GMA Network’s “Agripreneur” series showcased poultry and duck farmers in 12 televised episodes, giving visibility to customers whose work feeds millions.
These initiatives exemplify bayanihan—the Filipino spirit of communal unity. Each program strengthens relationships with dealers, partners, and end-users. Each creates touchpoints that competitors can’t match. Each reinforces UNAHCO’s position as kaagapay—not just a supplier, but a partner.
Why UNAHCO deserves recognition
The Agora Awards recognizes UNAHCO’S marketing excellence, especially their achievement of growing annually by 16% from 2004 to 2025, proving that effective marketing doesn’t stop at awareness or preference—it extends to genuine value creation.
UNAHCO serves majority of the estimated 300,000 backyard hog farmers nationwide. Over 1,000 field technicians provide veterinary care and conduct seminars that directly improve productivity. The company provides scholarships to agriculture students, supports employee livelihood programs, and responds to calamities affecting rural communities.
This comprehensive approach—combining product innovation, technical education, crisis response, community building, and strategic partnerships—represents marketing in its most powerful form. It creates customers by creating success. It builds loyalty by building livelihoods.
In an industry often measured by tonnage and market share, UNAHCO has redefined what marketing can achieve: not just selling products, but strengthening food security, empowering communities, and ensuring that good food reaches every Filipino table.
