Early beginnings (1950s)

Ligo entered the Philippine market in 1954 when Gregory Tung Sr. established A. Tung Chingco Trading, Inc. and became the exclusive distributor of Ligo products in the country.[1] This partnership introduced Ligo canned goods to Filipino consumers and laid the foundation for the brand’s long-term presence.

During its early years, Ligo focused primarily on canned seafood, especially sardines. The brand gained popularity due to its combination of affordability, convenience, and consistent quality, making canned fish a practical food choice for many Filipino families.

Local production

As demand increased, A. Tung Chingco Trading established its own cannery operations in 1980 to manufacture Ligo sardines and mackerel locally.[1] This development allowed the company to increase production capacity and better serve the growing Philippine market.

The company later expanded its product portfolio beyond sardines to include:

• Ligo Mackerel
• Ligo Squid
• Ligo Corned Beef
• Ligo Meat Loaf
• Ligo Tuna Flakes
• Various flavored sardine products

Ligo sardine variants became especially popular, featuring flavors such as Spanish Style, Gata, Extra Hot, Kaldereta, Afritada, and other regional-inspired recipes.[2]

Meaning and positioning

Ligo has traditionally positioned itself around the concepts of quality, reliability, and accessibility. Its long-running messaging emphasizes providing dependable food products that remain affordable for everyday consumers.

The brand is deeply embedded in Filipino food culture, with many consumers using “Ligo” almost interchangeably with canned sardines due to its strong market recognition.

Ligo’s main product categories include:

Canned seafood

• Sardines in tomato sauce
• Spanish-style sardines
• Spicy sardines
• Coconut milk (gata) sardines
• Mackerel
• Tuna products
• Squid products

Processed foods

• Corned beef
• Meat loaf
• Other canned meat products

Although strongly associated with the Philippines, Ligo products have also reached international markets. The brand has been exported to regions including:

• United States
• Europe
• Asia
• Middle East
• Pacific markets

This international presence has helped establish Ligo as one of the better-known Filipino canned food brands overseas.

In 2021, the Ligo brand became part of Century Pacific Food, Inc., one of the major food manufacturers in the Philippines. The acquisition placed Ligo within a larger portfolio of consumer food brands while maintaining its identity as a heritage canned food brand.

Ligo holds a notable place in everyday Filipino cuisine. It is commonly used in home cooking because of its convenience and versatility. Popular uses include:

• Eating directly with rice
• Cooking with eggs
• Adding to noodles and pasta dishes
• Mixing into traditional Filipino recipes
• Preparing quick family meals

For many Filipinos, Ligo represents practical home cooking and a familiar pantry staple passed down across generations.

Ligo is a heritage canned food brand with more than seven decades of history in the Philippines. Originally introduced as a canned seafood brand, it grew into a household name through its sardines, mackerel, and other affordable food products. Built around values of quality, reliability, and accessibility, Ligo remains one of the most recognizable pantry brands in the country and continues to represent convenience food in Filipino households.

1. Ligo celebrates 65 years in the industry | FlingerosPhilippines.com
2. Ligo Celebrates 65 Years In The Industry – Orange Magazine