La Union's Fairest opens 25th edition, highlights local craftsmanship
La Union's flagship trade and tourism fair opened its 25th edition on 4 November 2026 at the Grand Atrium of Shangri-La Plaza Mall in Mandaluyong City, bringing together homegrown businesses and showcasing products reflecting the province's culture and craftsmanship.
Governor Mario Eduardo C. Ortega led the ribbon-cutting ceremony to formally open the five-day event, which runs until 8 November.
Dubbed "La Union's Fairest," the annual trade fair provides local micro, small and medium enterprises (MSMEs) an opportunity to introduce their products to a wider market, bringing La Union-made goods beyond the province.
Ortega reaffirmed the provincial government's support for local entrepreneurs, recognizing their contribution to preserving cultural heritage, promoting local identity and creating economic opportunities.
He also paid tribute to the former provincial leaders and pioneers who established the trade fair in 2001, saying the province must continue building on their work while finding ways to improve and expand opportunities for local businesses.
Provincial Board Member Maria Rosario Eufrosina "Chary" Nisce said the fair has become the province's longest-running platform for enterprise development, crediting former officials and pioneering exhibitors for laying the groundwork for its continued success.
She said the initiative has helped create livelihoods and expand business opportunities under the province's banner of "La Union Agkaysa."
Department of Trade and Industry Regional Director Merlie Membrere also underscored the agency's continuing commitment to supporting entrepreneurs, connecting businesses to markets and creating opportunities for local enterprises.
The opening ceremony also recognized the contributions of the fair's pioneers, including former Governor Victor F. Ortega, former San Fernando City Mayor Jane Ortega, former DTI La Union Small and Medium Enterprise Division chief Maria Elena Difuntorum, and founding exhibitors.
Former Governor Ortega and former Mayor Ortega were represented by Atty. Maria Victoria Ortega-Follosco during the ceremony.
Now marking 25 years, La Union's Fairest features a range of locally made products, from handcrafted items to food specialties, offering visitors an opportunity to experience the province's craftsmanship and culinary heritage in one venue.
Organizers said the fair aims to strengthen market access for local entrepreneurs while helping sustain the province's growing economy through support for homegrown businesses.