Jaehwa Bernardo

Local officials from the municipalities of Sariaya and Lucban in Quezon partner with URC Flour.

Article (news)

Sugod Bakery Campaign boosts local bakers in Sariaya, Lucban 

Josh Mercado

<div><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/177848330723100 3.jpg" style="width:960px" class="fr-fic fr-dib" width="960"/>Local officials from the municipalities of Sariaya and Lucban in Quezon partner with URC Flour.</div>The local governments of Sariaya and Lucban have formalized partnerships with URC Flour through separate memorandum of agreement signings for the upcoming Agawan and Pahiyas festivals.Bringing the Sugod Bakery campaign to Sariaya and Lucban with the arrival of the Sugod Bakery Van, these partnerships aim to promote local entrepreneurship and showcase the towns&#x27; culinary traditions.In Sariaya, the partnership demonstrates a strong commitment to improving local livelihoods while also recognizing the municipality’s unique cultural legacy. The Sugod Bakery Van will act as a high-energy innovation hub on the festival grounds, providing professional development and community involvement opportunities for local craftsmen and bakeshop owners.“We are sincerely grateful to the Municipality of Sariaya for their incredible support and for welcoming us into the heart of the Agawan Festival. Our commitment goes beyond providing high-quality flour; we are dedicated to equipping the province&#x27;s bakers with the products and guidance they need to succeed,” said Naida Ebora, URC Flour commercial director.“Through the Sugod Bakery campaign, we are helping them with practical business tips to improve their bakery businesses and stay competitive,” added Ebora, emphasizing a mission that extends beyond product supply to holistic business growth for the community.Ruben De Gracia Jr., executive assistant III and chief tourism operations officer-designate in Sariaya, highlighted the alliance&#x27;s long history and influence on the local tourism and trade sectors.“We thank URC Flour for their continued support of our annual Agawan Festival. This is actually the second time we are partnering with the Sariaya LGU, a journey that began two years ago with our historic Pinagong eating activity — which remains one of the most memorable highlights of our festival,&quot; shared De Gracia.“Having URC Flour back with the Sugod Bakery campaign ensures that our local traditions are matched with innovative opportunities for our constituents,” added De Gracia.Beyond the excitement of the festival, the initiative provides long-term benefit through professional development. Local bakers will benefit from technical courses on current baking techniques, as well as business mentoring on marketing strategies and operational efficiency.Meanwhile in Lucban, led by Mayor Augustin &quot;Tenten&quot; Villaverde, the cooperation shows a strong commitment to enhancing local livelihoods while celebrating the town&#x27;s rich cultural history.Aligned with the theme &quot;Keeping the Color, Keeping the Vibes, Keeping the Tradition, KIPING PAHIYAS,&quot; the Sugod Bakery movement will transform the festival grounds into a high-energy hub of innovation. On May 11 and 12 at Patio Rizal, renowned chef Jac Laudico will lead exclusive baking demonstrations, giving local artisans and visitors a front-row seat to professional techniques and premium pastry sessions.“We are grateful to URC Flour for partnering with Lucban as we celebrate our annual Pahiyas Festival,&quot; the mayor said. &quot;Their support for our local bakery industry is invaluable. By bringing the Sugod Bakery campaign here, they are not just adding to the festivities; they are providing our bakers with the tools and inspiration they need to sustain their craft and improve their livelihoods.&quot;Beyond the live demos, the campaign offers lasting value through professional upskilling. Lucbanin bakers and bakeshop owners will gain direct access to essential business mentorship, covering food safety, cost management, and marketing strategies.&quot;Our commitment goes beyond providing high-quality flour; we are here to support every local baker in their journey toward success,” said Ebora.“Through Sugod Bakery, we aim to equip them with up-to-date knowledge and practical techniques to help grow their businesses and remain competitive. We are honored to be part of the Pahiyas tradition and to support Lucban’s baking community in reaching new heights,” the executive added.

Through the signing of a memorandum of agreement, the local governments of Sariaya and Lucban in Quezon and flour giant URC Flour have formally established partnerships for the forthcoming Agawan Festival and Pahiyas Festival.

Through the signing of a memorandum of agreement, the local governments of Sariaya and Lucban in Quezon and flour giant URC Flour have formally established partnerships for the forthcoming Agawan Festival and Pahiyas Festival.

Sugod Bakery campaign to boost local bakers in Sariaya, Lucban

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Sugod Bakery campaign to boost local bakers in Sariaya, Lucban

Josh Mercado

Published May 11, 2026 03:18 PM PHT

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food

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bakery

Sariaya

Lucban

Quezon

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