By Eva Visperas
Each year, the second week of January marks the much-anticipated Talong Festival in Villasis, Pangasinan—an event that not only honors the agricultural heritage of the town but also brings together farmers, families, and visitors in a grand display of unity and excitement.
Known as the “Vegetable Bowl of Pangasinan,” Villasis is famous for its rich agricultural landscape, particularly its eggplant production, which plays a central role in the festival’s activities.
The Talong Festival, which was conceptualized in 2005 by Mayor Nonato Abrenica and his friends, has grown into an annual tradition that celebrates Villasis’ agricultural bounty. The highlight of the festival is the Pinakbet sa Kawa, a culinary competition where local barangays (villages) participate by cooking their own versions of pinakbet, an iconic Ilocano vegetable dish. The competition is not only a showcase of the town’s produce but also a celebration of community spirit.
The town government provides the basic ingredients for the pinakbet, while each barangay can add their own ingredients, making each dish unique. Once the dishes are cooked, participants gather to share and enjoy the meal together, creating an atmosphere of camaraderie and joy.
Villasis’ fertile soil produces more than just eggplant, or talong, which the festival is named after. The town also grows a wide variety of crops such as upo (bottle gourd), sitaw (string beans), patola (sponge gourd), saluyot (jute leaves), and squash, which all contribute to the local economy and flavor the town’s culinary offerings.
The long purple variety of eggplant is the primary product, with the town’s 420 hectares of eggplant plantations yielding around 20,000 metric tons annually. This supply ensures that the town’s produce is available year-round, along with other crops such as ampalaya (bitter melon), tomatoes, and okra.
As a testament to the festival’s success, it has become the beating heart of the town’s annual fiesta. The festival is packed with activities that cater to all ages and sectors, ensuring that every part of the community feels involved.
From street dancing and the Talong Cookfest to nightly concerts, reunions, and even a Barangay Night, the event offers something for everyone. It’s a time for locals and balikbayans (overseas Filipinos) to reconnect, celebrate, and show off their pride in their town.
“We’re really excited every year,” says Mayor Nonato “Nato” Abrenica, who has been the driving force behind the festival’s growth and longevity. “Our activities are packed from day one until the very end. It’s all about bringing the community together—whether you’re a farmer, a local resident, or a visitor,” he said.
The Talong Festival is also a way to recognize the contributions of Villasis’ farmers, who are the backbone of the town’s economy. As the town grows in popularity, so too does the demand for its agricultural products, and the festival plays a key role in elevating Villasis’ status as a major producer of vegetables in the region.
Engr. Rosendo So, the founding chairman of the Abono party-list and a strong advocate for Filipino farmers, notes that Villasis’ eggplant production is even marketed in Metro Manila, making it the largest eggplant producer in Pangasinan.
Mayor Abrenica is deeply committed to supporting the town’s farmers, regularly providing them with essential assistance like machinery, fertilizers, and certified seeds. This year alone, nearly 3,000 farmers received aid to help boost their productivity. “Our farmers are the ones who feed us. This festival is a way to honor them,” Abrenica adds.
His wife, former mayor Dita Abrenica, has been an unwavering pillar in ensuring the success of the festival. As the chief organizer of the Talong Cookfest, she has helped shape it into one of the event’s main attractions. Dita is also known for her culinary contributions, having published a book on 101 ways to cook talong and other vegetable dishes.
In addition to her culinary expertise, she is the driving force behind the LAB (Ladies’ Brigade) organization in Villasis, which has been involved in the festival and various community activities since 2001.
The Talong Festival is not only a time for fun and festivities; it also serves as a fundraiser for the town’s development. The proceeds from events like the Mrs. Villasis pageant—where this year’s winner, Madam Raquel Obieta, raised an impressive P7 million—are channeled into various community projects. Mayor Abrenica highlights that these funds have been instrumental in improving the town’s infrastructure, including the construction of a new town hall, legislative building, auditorium, and playgrounds, among others.
“Every year, we use the proceeds from these events to fund major projects that improve the town. It’s a win-win situation for everyone,” says Mayor Abrenica.
As Villasis continues to grow and evolve, the Talong Festival remains an essential part of the town’s identity, drawing in visitors from across the region and even overseas. The festival’s celebration of eggplant—and the hardworking farmers who produce it—has not only boosted the town’s agricultural profile but has also strengthened community bonds, providing a sense of pride and unity.
From the cookfests and street dances to the vibrant concerts and fundraisers, the Talong Festival is a reminder of the importance of agriculture, community, and tradition in Villasis. As the festival continues to thrive, it will undoubtedly remain a central event that brings joy and prosperity to the people of Villasis for years to come.