Actor Cesar Montano won’t endorse anything that he does not believe in.

This he proves by being hands-on during the press tour of the Mega Fishing Corporation facilities in Zamboanga City last Oct. 11. The tour was sponsored by one of the products he endorses, Mega Sardines.

Although the press asked him about politics (yes, he is running as governor of Bohol in next year’s elections), his next film (two in the works namely “Dagohoy” and another on the life of Sen. Ninoy Aquino), and the Aquinos (“It’s okay if they prefer Piolo to play the role of Ninoy in their movie because I have my own movie version”), Cesar was more excited about the tour that was ahead of us that day.

At the Mega Pier in Cawit, Cesar went straight to the area where a state-of-the-art pumping machine keeps the temperature of the fish to zero level when caught. Using the machine also lessens the time between catching the fish and hauling these to shore. These two factors make for a fresher catch; almost as if the fish are canned straight from the sea!   

Further, Mega Sardines is the only company that has the machine, so that means their product is freshest among all of the local brands.

As usual, Cesar was mobbed at Mega Pier not only by females but also by the male workers who identify with the actor’s masa image. Cesar, unmindful of the heat of the sun, greeted them with a handshake and even made small talks with some of them, asking questions about their work conditions and their families.

Before leaving the pier, we learned that the Mega Fishing Corporation owns a total of 55 fishing vessels. The vessels are equipped with sonar fish finders that enable detection of areas where more fishes are.

Our next stop was at Mega’s 360-ton ice plant in Talisayan. Here, we observed how ice that is used to preserve the fish is made. Cesar not only went near the machines but he also entered the storage areas where the ice is kept.

Despite the subzero temperature, Cesar, who was just wearing a shirt then, gamely posed for pictures with the employees and members of the press inside these rooms. He even choreographed the poses and even offered to take pictures for and of the press.

According to a Mega supervisor, the ice plant is the biggest in Mindanao---so big that they even supply ice to the local Zamboanga market.

In Ayala, Zamboanga, where Mega’s cannery called Ayala Seafoods, Corp., is located, we saw how the fish are packed and cooked. What’s remarkable about the process is the strict observance to sanitation and hygiene.

Before entering the facility proper, all of us (including Cesar) were made to wear gowns, boots, and caps so as not to contaminate the fish. We were also asked to remove our jewelries and to keep our cell phones away unless these end up packed into the sardines cans.

According to our guides, Mega Fishing Corporation is so confident of how they conduct business that anyone can tour or inspect any of their facilities at anytime just by submitting a letter of intent. 

Inside the cannery, we saw machines that wash and descale the fish, remove the fish heads and tails, pour sauce (made only from organic and high-grade ingredients) on the fish and cook the fish. Later, the cans of sardines are labeled and then placed in boxes for distribution.

As if all we saw weren’t enough to convince us about the quality of Mega Sardines products, Cesar invited the press to a taste test. Several cans of sardine brands including Mega Sardines were opened in front of us.

Immediately, and clearly, just by comparing the size of the fish, its condition when packed, and the color and consistency of the sauce used, Mega Sardines stood high above the competition. Tasting each brand of sardines proved that there’s no contest at all.

Cesar was so confident that his product would win in the taste test that he kept “challenging” the press to try out all of the brands. He only ate Mega Sardines, though, because he already knew how the other sardines tasted.

The actor later confessed that he ate too much sardines that he barely had space for the lechon that our hosts served for lunch.

The tour ended with Cesar heading a motorcade that drew what must have been half the city’s population onto the streets. He distributed Mega Sardines in pouches which the Zamboangueños eagerly received.