URC Flour Partners with Lucban to Empower Local Bakers at Pahiyas

 

L-R: Aiza Andaya - OIC, Budget Officer, Ma. Jennifer Babad - Tourism Officer, Atty. Socorro Jade De Averia - Municipal Administrator, Mayor Agustin “Tenten” Villaverde - Lucban, Ma. Lilia “Chinkee” Andres - URC Flour, Marketing Manager, Mr. Dario ‘Jun’ Arive - URC Flour Sariaya Plant Manager, Ms. Ritchel Sulit - URC Flour Sariaya Plant HR Associate

The Philippines' most vibrant harvest festival is set to become even more flavorful as the Lucban Local Government Unit (LGU) and URC Flour officially sign a Memorandum of Agreement to bring the SUGOD BAKERY campaign to this year’s Pahiyas. Led by Mayor Augustin “Tenten” Villaverde and URC Flour the partnership marks a powerful commitment to boosting local livelihoods while celebrating the town's rich cultural heritage.

Aligned with the theme "Keeping the Color, Keeping the Vibes, Keeping the Tradition, KIPING PAHIYAS," the Sugod Bakery movement transforms the festival grounds into a high-energy hub of innovation. On May 11 and 12 at Patio Rizal, renowned “Chef Jac [JB1] Laudico” will lead exclusive baking demonstrations, giving local artisans and visitors a front-row seat to professional techniques and premium pastry sessions.

Mayor Villaverde expressed deep appreciation for the collaboration, emphasizing its impact on the grassroots economy.

"Our commitment goes beyond providing high-quality flour; we are here to support every local baker in their journey toward success,” said Naida Ebora, URC Flour Commercial Director. “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,” shared URC Flour .

By blending the festive energy of Pahiyas with technical expertise, URC Flour and the Lucban LGU are ensuring that the town’s unique bread culture continues to thrive.