The Municipality of Sariaya has officially solidified a landmark partnership with URC Flour for the highly anticipated Sariaya Agawan Festival, formalizing the collaboration through a ceremonial Memorandum of Agreement (MOA) signing. This strategic alliance introduces the high-impact SUGOD BAKERY campaign to the festivities, anchored by the arrival of the state-of-the-art SUGOD BAKERY VAN—a mobile hub designed to ignite local entrepreneurship and honor the town’s deep-rooted culinary heritage.
A Vision for Community Empowerment
The partnership represents more than a seasonal sponsorship; it is a profound commitment to boosting local livelihoods. By integrating URC Flour’s industry expertise with Sariaya’s vibrant cultural backdrop, the initiative aims to transform the festival grounds into a center for innovation. The Sugod Bakery Van will serve as a high-energy venue for professional development, providing a unique platform for local artisans and bakeshop owners to engage with modern baking trends.
URC Flour leadership emphasized that their mission transcends the role of a traditional product supplier. Instead, they are focusing on holistic business growth, ensuring that the "Bread Capital" of the region continues to evolve without losing its soul.
Voices of the Partnership
During the MOA signing, key representatives expressed their enthusiasm for the journey ahead:
"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."
— Naida Ebora, URC Flour Commercial Director.
Ebora further noted that through the Sugod Bakery campaign, the company is providing practical business intelligence—from cost-efficiency tips to marketing strategies—to help local panaderias remain competitive in a rapidly changing market.
Dr. Ruben V. De Gracia Jr., Executive Assistant III and Chief Tourism Operations Officer-Designate for Sariaya, reflected on the historical weight of this alliance. He recalled the success of their collaboration two years ago, which featured a record-breaking Pinagong eating activity.
"Having URC Flour back with the Sugod Bakery campaign ensures that our local traditions are matched with innovative opportunities for our constituents," De Gracia stated.
Beyond the Festivities: Upskilling the Local Workforce
The true value of this initiative lies in its "legacy" component. Beyond the spectacle of the festival, the campaign offers:
- Technical Workshops: Hands-on training for local bakers on updated baking essentials and modern dough handling techniques.
- Business Mentorship: Specialized sessions focused on operational efficiency and digital marketing for small-to-medium bakeshops.
- Culinary Innovation: Showcasing how traditional breads, like the iconic Pinagong, can be enhanced using premium ingredients and contemporary methods.
By blending the festive energy of the Agawan Festival with professional technical expertise, URC Flour and the Sariaya LGU are ensuring that the town’s unique bread culture reaches new heights of excellence.
Event Logistics and Representation
The MOA signing was attended by key stakeholders who will oversee the campaign’s implementation:
- Mr. Dario ‘Jun’ Arive – URC Flour Sariaya Plant Manager
- Dr. Ruben De Gracia – Head, Sariaya Tourism, Culture, and the Arts Office
- Ma. Lilia “Chinkee” Andres – URC Flour Marketing Manager
- Ms. Ritchel Sulit – URC Flour Sariaya Plant HR Associate
As the Sugod Bakery Van prepares to roll into the festival, the message is clear: the future of Sariaya is baking, and it is brighter than ever.
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