The festivities include very popular beauty pageants where girls from the local high schools and universities compete for the title of “Reina” or Queen of Ambato. Posters of the finalists are displayed around the city in anticipation of the final televised selection which takes place after a parade through the streets. The position of Reina is much sought after, and the winner becomes the community’s figurehead and spokesperson until the next Festival of Fruit and Flowers. The selected Reina becomes the focus of attention for the largest all-day parade of the festival.
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