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.

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.

A Taste of the Islands: URC Flour’s ‘SUGOD BAKERY’

 

Through the Sugod Bakery campaign, URC Flour is traveling across the country to help and support local baking. The Local Government Units (LGU) gain a partner in grassroots development, while bakers walk away with new skills in food safety, marketing, and advanced production.

Showcases the Best of Regional Bread Culture

In the Philippines, every province has a story, and more often than not, that story is told through its bread. From the crusty, carabao-shaped Pinagong of Quezon to the melt-in-your-mouth Pastel

of Cagayan de Oro, our regional bread culture is a delicious map of Filipino identity. Recognizing this rich heritage, Universal Robina Corporation (URC) Flour is hitting the road with SUGOD BAKERY, a high-energy campaign that celebrates these local treasures while providing the "secret ingredient" to help them reach their full potential.

The Secret Behind the Local Crust

What makes a regional specialty truly iconic? It is the perfect balance of tradition and quality ingredients. Whether it is the dense, satisfying bite of a Sariayahin bread during the Agawan Festival or the pillowy softness of Mindanao’s favorite pastries, URC Flour has quietly been the backbone of these recipes for decades.

By providing world-class, locally-milled flour, URC ensures that the soul of regional baking remains intact while meeting modern standards of taste and texture. SUGOD BAKERY is an invitation to discover how premium wheat flour products can elevate a simple community staple into a world-class culinary experience.

VIBRANT COLORS, RICH TRADITION AND BRIGHTER FUTURE FOR BAKERS. The streets of Lucban are officially in full bloom! But this year, the energy is reaching a whole new level WITH the participation of URC Flour’s SUGOD Bakery Campaign.

"The Pahiyas Festival has always been a grand celebration of bounty and the incredible craftsmanship of the people of Lucban. This year, we are especially thrilled and grateful to have URC Flour as our partner in bringing the SUGOD BAKERY campaign to our town. We would like to extend our sincerest thanks to URC Flour for choosing to celebrate with us and for investing so deeply in our community through this special event," said Ms. Aiza Andaya, OIC Budget Officer and Chairman of the Sponsorship Committee, Lucban, Quezon. "This collaboration is a significant boost for our local economy, as it directly empowers our neighborhood bakers—the hardworking hands behind our beloved local breads” shared Andaya.

Celebrating Success at the Heart of the Festivals

To ensure maximum excitement and community impact, URC Flour has partnered with Local Government Units (LGUs) to embed the SUGOD BAKERY experience into the country’s most vibrant celebrations. This isn't just a business tour; it’s a cultural celebration where modern technology meets age-old recipes. Bakers and food enthusiasts can catch the movement as it ignites the Pahiyas Festival in Lucban and the Agawan Festival in Sariaya.

Onward to Modern Tradition: An Unstoppable Movement

URC Flour is bridging the gap between time-honored traditions and the future of baking. At every stop, SUGOD BAKERY will make local festivals into centers of discovery. Here, bakers can master new production methods and innovative marketing tips to grow their shops without losing their unique local flavor. It’s the perfect time to learn something new, step into the spotlight, and take your business to the next level.

EMPOWERING THE FILIPINO BAKER. Building on the solid foundation of the BIDA sa Masa program, the SUGOD BAKERY Campaign is now fueling a new era of growth, giving our community bakers the tools and expertise they need to expand their businesses and master the art of baking.

CELEBRATING SARIAYA’S FINEST AT THE AGAWAN FESTIVAL. The energy was electric in Sariaya, Quezon, as URC Flour joined the vibrant festivities of the Agawan Festival. For this year, a number of festivals from Luzon to Mindanao will be visited by the SUGOD BAKERY caravan, as URC Flour continues its commitment to fueling the passion of Filipino bakers and honoring the rich culinary traditions that bring our communities together.

Rising Together: URC Flour Launches ‘SUGOD BAKERY’ to Empower Filipino Bakers

 

Universal Robina Corporation (URC) Flour is officially igniting a new era for the local baking industry with the launch of SUGOD BAKERY, a high-impact nationwide campaign dedicated to the growth, modernization, and triumph of Filipino bakers. Positioned as a transformative movement rather than a mere program, SUGOD BAKERY is designed to bridge the gap between time-honored traditions and modern excellence. This ambitious initiative serves a dual-purpose mission: equipping community bakers with cutting-edge technical skills while fueling their businesses with the world-class flour products that have made URC a household name.

A Festival-Powered Revolution in Baking

In a one-of-a-kind implementation, URC Flour is taking the SUGOD BAKERY campaign to the heart of the Philippines' most vibrant celebrations through strategic partnerships with Local Government Units (LGUs). This collaboration brings innovative baking solutions and essential upskilling directly to local bakers in their own provinces. The campaign will travel nationwide, activating its high-energy presence in Naga, Cagayan de Oro, Zamboanga City, and throughout Quezon in Lucban, Sariaya, and Lucena.

SHAPING THE FUTURE OF LOCAL BAKING

Beyond providing high-quality flour products, URC Flour is dedicated to being a true business partner. By sharing professional tips and strategic recommendations for expansion, URC FLOUR aims to equip local bakeries with the tools they need to grow from neighborhood favorites into thriving enterprises.

Fueling the Future of the Filipino Bakeshop

SUGOD BAKERY transcends the typical workshop by offering a comprehensive support ecosystem that addresses every facet of a baker’s journey. The campaign brings industry experts directly to these festival hubs to share the latest trends in innovative recipes and efficient production methods, ensuring local bakers stay ahead of a rapidly evolving market. More than just baking, URC Flour offers practical tips on food safety, pricing, and marketing to help you run a more profitable bakeshop. By combining these professional insights with direct education on URC’s premium flour portfolio, the campaign ensures that every loaf of pandesal and every pastry produced meets the gold standard of quality, ultimately uplifting the livelihoods of the entrepreneurs who serve as the nation’s food industry backbone.

"At URC, we believe our growth is fueled by the success of our local bakers, which is why the launch of SUGOD BAKERY marks our evolution from a mere supplier into a dedicated business partner. We aren't just selling flour; we are investing in the

people who use it. By delivering premium products, modern technology, and technical expertise directly to our provinces, we are committed to providing the tools every Filipino baker needs to elevate their craft and build a more profitable, prosperous, and sustainable future,” shared Naida Ebora, Commercial Director, URC Flour Division.

PARTNERS FOR GROWTH URC Flour believes that the success of a bakery is built on more than just the quality of the ingredients—it’s built on the growth of the hands that knead the dough. With the SUGOD BAKERY program, the company reiterates its position of being “We are partners for growth for bakeries nationwide.”

With the nationwide roll-out of SUGOD BAKERY, URC Flour reinforces its position as an industry leader driven by innovation and community impact. As the campaign reaches these key regions, bakers can expect a hands-on partner ready to help them rise to new heights.