URC Flour, the flour milling division of Universal Robina Corporation, is taking baker support into local communities through Sugod Bakery, its ongoing advocacy and business support program for the Philippine baking industry.
In Quezon province, that initiative became an integral part of two major festivals in May.
Through partnerships with the local governments of Lucban and Sariaya, URC Flour brought Sugod Bakery to activities linked to the Pahiyas Festival and the Agawan Festival, both held on May 15. The festival programs connected local bakers, bakeshop owners, and food entrepreneurs with baking demonstrations, technical learning sessions, and practical business guidance.
The goal was clear: help community bakeries strengthen their products, improve day-to-day operations, and compete in an evolving market with greater confidence.
“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.”
URC Flour’s work with bakeries is anchored in its milling network, which includes four plants across the Philippines: two in Manila, one in Sariaya, and one in Davao. Its flour mills and blending facilities allow the division to serve different customer needs, while Sugod Bakery extends that expertise to the community bakeries and small enterprises that help sustain the country’s baking industry.
From Pahiyas to Agawan
In Lucban, the campaign took shape through baking demonstrations led by Chef Jac Laudico on May 11 and 12 at Patio Rizal, giving Lucbanin bakers, bakeshop owners, and festival visitors access to professional baking techniques and pastry sessions.
The Lucban activity also focused on professional upskilling for bakers and bakeshop owners. Workshop sessions covered food safety, cost management, and marketing strategies, giving neighborhood bakeries practical tools they could apply to their daily operations.
URC Flour and Lucban local government officials come together for the Sugod Bakery campaign, bringing baker support to the town’s Pahiyas Festival activities. From left: Chinkee Andres, URC Flour Marketing Manager; Chef Jac Laudico, URC Flour brand ambassador; Lucban Mayor Agustin "Tenten" M. Villaverde; Aiza B. Andaya, Municipal Budget OIC; Maria Jenifer L. Babat, Tourism Officer I. IMAGE URC Flour
Lucban Mayor Augustin “Tenten” Villaverde welcomed the partnership, noting its value to 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 Sariaya, the Sugod Bakery Van became part of the Agawan Festival, serving as a platform for professional development and community engagement for local artisans and bakeshop owners.
Sariaya’s bakers took part in technical workshops on updated baking essentials, along with business mentorship focused on marketing strategies and operational efficiency. The activity also built on URC Flour’s earlier partnership with the Sariaya local government, which included the Pinagong Eating Event in 2024. The turtle-shaped bread is one of the town’s best-known specialties.
Dr. Ruben V. De Gracia Jr., Chief Tourism Operations Officer-Designate for the Municipality of Sariaya, said URC Flour’s return to the Agawan Festival helped pair local tradition with new opportunities for residents.
“Having URC Flour back with the Sugod Bakery campaign ensures that our local traditions are matched with innovative opportunities for our constituents,” Dr. De Gracia said.
Supporting Bakers Beyond the Festival
Sugod Bakery is URC Flour’s flagship nationwide advocacy and business support campaign for the Philippine baking industry. Through partnerships with local government units and community-based initiatives, the program gives bakers access to technical knowledge, baking solutions, and practical guidance that can support long-term business growth.
The Quezon activities show how Sugod Bakery brings practical training into community settings, using local festivals as entry points for learning and enterprise support. Through these activities, URC Flour is helping bakery operators turn new skills into stronger businesses and more sustainable livelihoods.
For many community bakeries, that kind of support can matter long after the crowds have left and the festival decorations have come down. It gives bakers practical ideas they can bring back to their ovens, their shops, and the customers they serve each day.
URC Flour will also be holding the Sugod Bakery caravan in different provinces, including Davao, Cagayan de Oro, Bicol, and Zamboanga. For more information, visit the URC Flour Facebook page at facebook.com/URCFlour or the URC Flour website at urcflour.com
