URC Flour Joins Forces with Lucban LGU to Empower Bakers at Pahiyas Festival

The most vibrant harvest festival in the Philippines is about to get a major flavor boost. The Lucban Local Government Unit (LGU) and URC Flour have officially signed a Memorandum of Agreement to launch the SUGOD BAKERY campaign during this year’s Pahiyas Festival. Led by Mayor Agustin “Tenten” Villaverde, the partnership aims to uplift local livelihoods while honoring the town’s deep cultural roots.

Aligned with the theme "Keeping the Color, Keeping the Vibes, Keeping the Tradition, KIPING PAHIYAS," this initiative turns the festival grounds into a hub for culinary innovation and growth.

Professional Techniques at Patio Rizal

On May 11 and 12, 2026, the festival excitement moves to Patio Rizal. Renowned culinary expert Chef Jac Laudico will lead exclusive baking demonstrations. Local artisans and visitors will have a front row seat to professional pastry sessions, learning the secrets behind high quality baked goods using URC Flour’s premium products.

Upskilling the Grassroots Economy

Beyond the festive atmosphere, the Sugod Bakery movement is designed to provide lasting value to the Lucbanin baking community. Local bakeshop owners and bakers will gain access to direct mentorship focusing on:

• Food Safety: Ensuring the highest standards for consumers.

• Cost Management: Helping small businesses maximize their resources.

• Marketing Strategies: Giving neighborhood bakeries the tools to reach more customers.

Mayor Villaverde highlighted the importance of this support, stating that URC Flour is providing bakers with the tools and inspiration needed to sustain their craft and improve their livelihoods.

A Commitment to Sustainable Growth

For URC Flour, the partnership is about more than just a festival presence. It is about the long term success of every local baker.

Our commitment goes beyond providing high quality flour. We are here to support every local baker in their journey toward success, shared 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.

By blending the legendary energy of Pahiyas with professional technical expertise, URC Flour and the Lucban LGU are ensuring that the unique bread culture of Lucban continues to thrive for generations to come.