The MassKara Festival was conceptualized in 1980, with one of the highlights being the “Higante Parade,” where the top ten winners each earned P100. The Bacolod Public Plaza was also lined with kiosks from Coca-Cola and San Miguel Beer for nearly four decades. In the festival’s second decade, private institutions became part of the process, with politicians and government officials seen as participants. 
Today, it is surprising to see Coca-Cola removed from the festival map. After the soft drink company was one of the forerunners in the financing and handling logistics of the festival for nearly 37 years, it is now prohibited from joining the celebration; with city lawmakers passing a resolution banning the said company’s products – as they say, that’s it.
What sin has Coke committed? It is said their products use high fructose corn syrup (HFCS) as an alternative to local sugar. Despite the company putting up a giant billboard showing they use 100 percent local refined sugar from the Victorias Milling Company, people still question, why are they banned?
Visit Bacolod City and stop into a participating festival store, if they do not carry a particular drink one desires, the customer is forced to patronized a different store, and the festival store loses.
The resolution banning Coke will deal a big blow to their positions in government. What if those connected with the company choose to shelve these officials in the next elections?
Coke did nothing wrong, they merely did what was best for business.
An article by a seasoned journalist asked why politics is being infused into festival celebrations. The company was a big contributor to the festival for decades but, now, it is mixed with the interests of certain parties, using the government to persuade festivalgoers into rejecting the product.
Many other beverages using HFCS are not banned.
With the absence of a favorite soft drink, what options do vendors have left? If Coke is not being sold, then the volume of sugar being purchased will also decrease. Kiosk concessionaires will particularly see these losses when revelers visit their stands and are not able to find the beverage of their choice – people cannot be forced to drink a product they do not like.
Many said the Sangguniang Panlungsod (SP) should have foreseen possible repercussions to this Coke ban. The company itself will not be affected too badly, as the expenses previously made in helping produce the festival surpasses sales earned during the event. The SP seems to have viewed the ill effects as outweighing the benefits.
You will miss Coke at the MassKara Festival after being an institution of the annual celebration for 37 years.
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This column greets Marikina first district Rep. Bayani Fernando; Marides Fernando; Negros Oriental Governor Roel Degamo; Atty. Helen Catalbas of the Department of Tourism; Charo Lagamon; Jane Javellana of the Office of the Presidential Assistant for the Visayas; Atty. Jan Rubiato; and Directorate for Integrated Police Operations-Western Mindanao (DIPO-WestMin) director, Police Chief Superintendent Manuel B. Felix/WDJ