Bounty Agro Ventures, Inc. was established in 1997 as a family business of Tennyson Chen. The company initially started as a supplier of dressed whole chickens and chicken parts under the
Bounty Fresh brand to retailers. Chen has been involved in the poultry business as early as the 1980s, who began with a layer farm in
Santa Maria,
Bulacan with 5,000 chickens. The company was threatened by the gradual implementation of the
ASEAN Free Trade Area of the late-1990s and faced fiercer competition from other producers in Southeast Asia, particularly in Thailand, which could offer larger chicken at the same price Bounty offers. The implementation of the free trade area led to Bounty's later expansion to sell cooked chicken. By 2002, Bounty started serving its chicken products under vacuum packaging, being the first company to do so in the local market. At around that time Bounty has a ten percent share of the market. In 2008, Bounty launched the
Chooks-to-Go rotisserie chain, which was initially known as Bounty Fresh Oven Roasted Chicken. It set up a second brand, Uling Roasters which sells charcoal-roasted chicken. ==Sports==