Pahiyas Festival, Agawan Festival set to become even more flavorful

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May 8, 2026 | 1:29pm

MANILA, Philippines — The Pahiyas Festival in Lucban and the Agawan Festival in Sariaya, Quezon are set to become even more flavorful as their local government signed a memorandum of agreement to bring Sugod Bakery to this year’s festivals. 

In Lucban, Mayor Augustin “Tenten” Villaverde and URC Flour signed the partnership, marking a 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, 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," said Mayor Villaverde. "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."

Beyond the excitement of 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. This initiative is designed to help neighborhood bakeries evolve into high-performance businesses, using URC Flour’s premium products as a catalyst for sustainable growth.

In Sariaya, the arrival of the Sugod Bakery Van will promote local entrepreneurship and celebrate the town's culinary traditions.

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.

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.

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