URC Flour supports local bakers at Quezon's Pahiyas and Agawan festivals

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URC Flour, the flour milling division of Universal Robina Corporation (URC), is bringing its bakery support programme closer to local communities, using two major festivals in Quezon province as platforms to help bakers sharpen their technical and business skills.

Through its ongoing Sugod Bakery advocacy, URC Flour partnered with the local governments of Lucban and Sariaya for activities held alongside the Pahiyas and Agawan festivals. The programme brought local bakers, bakeshop owners and food entrepreneurs together for baking demonstrations, technical workshops and practical business guidance.

“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.”

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In Lucban, Sugod Bakery activities took place at Patio Rizal, where URC Flour brand ambassador Chef Jac Laudico led baking demonstrations and pastry sessions for Lucbanin bakers, bakeshop owners and festival visitors.

Beyond product and baking demonstrations, the programme focused on professional upskilling. Workshop sessions covered food safety, cost management and marketing strategies, giving bakery operators knowledge they could apply to their daily businesses.

Lucban mayor Augustin “Tenten” Villaverde welcomed the partnership, highlighting its potential impact on the town's bakery community.

“We are grateful to URC Flour for partnering with Lucban as we celebrate our annual Pahiyas Festival,” Villaverde said. “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.”

In neighbouring Sariaya, the Sugod Bakery Van formed part of the Agawan Festival, providing another platform for professional development and community engagement.

Local bakers participated in technical workshops covering updated baking essentials, alongside business mentorship focused on marketing strategies and operational efficiency.

The Sariaya programme also built on URC Flour's previous collaboration with the local government, including a Pinagong Eating Event in 2024. The turtle-shaped bread is among the town's best-known culinary specialities.

Dr Ruben V. De Gracia Jr., chief tourism operations officer-designate for the municipality of Sariaya, said the programme helped connect the town's culinary heritage with opportunities for local residents.

“Having URC Flour back with the Sugod Bakery campaign ensures that our local traditions are matched with innovative opportunities for our constituents,” he said.

Sugod Bakery is URC Flour's nationwide advocacy and business support campaign for the Philippine baking industry. The programme works with local government units and communities to provide bakers with technical knowledge, baking solutions and practical business guidance aimed at supporting longer-term growth.

The programme's community approach also reflects URC Flour's wider milling footprint. The division operates four plants across the Philippines - two in Manila, one in Sariaya and one in Davao - alongside flour mills and blending facilities serving different customer requirements.

URC Flour plans to take the Sugod Bakery caravan to other provinces, including Davao, Cagayan de Oro, Bicol and Zamboanga, as it continues its nationwide programme.

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