LUCBAN, QUEZON – 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 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.
L-R (Standing): Aiza Andaya – OIC, Budget Officer, Ma. Jennifer Babad – Tourism Officer, Atty. Socorro Jade De Averia – Municipal Administrator, Mr. Dario ‘Jun’ Arive – URC Flour Sariaya Plant Manager, Ms. Ritchel Sulit – URC Flour Sariaya Plant HR Associate L-R (Seated)Mayor Agustin “Tenten” Villaverde – Lucban Mayor, and Ma. Lilia “Chinkee” Andres – URC Flour, Marketing Manager
“We are grateful to URC Flour for partnering with Lucban as we celebrate our annual Pahiyas Festival,” said Mayor Augustin “Tenten” 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.
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
“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.
