A Rising Partnership: URC Flour and Sariaya LGU Ignite Local Baking Innovation for Agawan Festival 2026

 

L-R: Mr. Dario ‘Jun’ Arive - URC Flour Sariaya Plant Manager, Dr. Ruben De Gracia - Head, Sariaya Tourism Culture, and the Arts Office, Ma. Lilia “Chinkee” Andres -URC Flour, Marketing Manager, Ms. Ritchel Sulit - URC Flour Sariaya Plant HR Associate

The Municipality of Sariaya and URC Flour have officially formalized a partnership for the upcoming Sariaya Agawan Festival through a Memorandum of Agreement (MOA) signing. This collaboration introduces the SUGOD BAKERY campaign to the festivities, highlighted by the arrival of the SUGOD BAKERY VAN, which aims to promote local entrepreneurship and celebrate the town's culinary traditions.

The partnership marks a powerful commitment to boosting local livelihoods while celebrating Sariaya’s rich cultural heritage. The Sugod Bakery Van will serve as a high-energy hub of innovation on the festival grounds, offering professional development and community engagement for local artisans and bakeshop owners.

URC Flour expressed deep appreciation for the partnership, emphasizing a mission that extends beyond product supply to holistic business growth for the community.

"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's bakers with the products and guidance they need to succeed.

Through the Sugod Bakery campaign, we are helping them with practical business tips to improve their bakery businesses and stay competitive,” stated Naida Ebora, URC Flour Commercial Director.

L-R: Dr. Ruben De Gracia - Head, Sariaya Tourism, Culture, and the Arts Office with Ma. Lilia “Chinkee” Andres - URC Flour, Marketing Manager

Dr. Ruben V. De Gracia Jr., Executive Assistant III and Chief Tourism Operations Officer-Designate for the Municipality of Sariaya, highlighted the significant history of this alliance and its impact 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, " said De Gracia. "Having URC Flour with the Sugod Bakery campaign ensures that our local traditions are matched with innovative opportunities for our constituents," shared De Gracia Jr.

Beyond the excitement of the festival, the initiative offers lasting value through professional upskilling. Local bakers will benefit from technical workshops on updated baking essentials, along with business mentorship focused on marketing strategies and operational efficiency. By blending the festive energy of the Agawan Festival with technical expertise, URC Flour and the Sariaya LGU are ensuring that the town’s unique bread culture continues to thrive and reach new heights.