Pakistan Rice Festival 2026 promotes exports, enhances global image: Kamal

Staff Report 

ISLAMABAD: Federal Minister for Commerce Jam Kamal Khan has welcomed the successful organization of the Pakistan Rice Festival 2026 in the Netherlands, describing the event as an important platform for showcasing Pakistan’s export potential and strengthening its presence in international markets.

The minister noted that trade exhibitions and promotional events abroad help introduce Pakistani products to a wider audience, create new business opportunities, and enhance the country’s image on the global stage. He praised the contributions of Pakistan’s Ambassador to the Netherlands, Syed Haider Shah, Trade and Investment Counsellor Muhammad Shafiq Haider Virk, and the Trade Development Authority of Pakistan (TDAP) for their role in making the event a success.

 Jam highlighted that Pakistani basmati rice continues to enjoy strong recognition worldwide and has become one of the country’s most prominent agricultural exports. He said the increasing demand for Pakistani rice in international markets reflects its quality and offers encouraging prospects for farmers, exporters, and the broader agriculture sector. He also pointed to the participation of more than 100 importers, retailers, food industry professionals, chefs, diplomats, and business representatives from various European countries, saying it demonstrated growing confidence in Pakistan’s trade and export capabilities.

Reaffirming the government’s commitment to economic growth, he said efforts would continue to expand agricultural and food exports, attract investment, and build stronger commercial partnerships with international markets to support sustainable trade development. The event was held under the theme, “From Pakistan’s Fields to Europe’s Tables,” to further introduce Pakistani basmati rice in the European market, strengthen business-to-business connections, and create new investment opportunities in the agriculture and food sectors.

Speaking on the occasion, Pakistan’s Ambassador to the Netherlands, Syed Haider Shah, said that Pakistani basmati rice is being exported to more than 100 countries worldwide. He noted that its distinctive aroma, long grain, and excellent cooking qualities have made it increasingly popular among global consumers, retailers, and culinary experts.

He said Pakistan is committed to ensuring quality, sustainability, traceability, and full compliance with international food safety standards in the agriculture and food products sector.

Pakistani basmati, he added, is not merely an agricultural product but a distinctive brand protected through Geographical Indication (GI), representing centuries of agricultural heritage and internationally recognized quality.

During the event, participants were offered an opportunity to sample different varieties of premium Pakistani basmati rice, particularly Super Kernel Basmati. Traditional as well as modern dishes prepared with Pakistani basmati rice were also presented.

The participants were also given a detailed briefing on the Geographical Indication status of basmati rice, quality assurance mechanisms, traceability systems, and compliance with European market requirements.

The event also included discussions on opportunities for enhanced agricultural and food-sector cooperation between Pakistan and the Netherlands.

The upcoming Food Exhibition 2026, scheduled to be held in Karachi from November 23 to 26, 2026, was highlighted as Pakistan’s next major trade milestone in the food and agriculture sector.

To showcase Pakistan’s wider export potential, a special activity titled “Goal for Pakistan” was also organized, highlighting Pakistan’s achievements in the manufacturing of world-class footballs.

The Netherlands is among Pakistan’s most important export markets in the European Union. Bilateral trade between Pakistan and the Netherlands has reached approximately US$1.94 billion, while more than 50 Dutch companies are engaged in business activities across different sectors in Pakistan.