Pakistan Rice Festival draws over 100 European importers, retailers in Netherlands

More than 100 European importers, retailers, food industry experts, chefs, diplomatic representatives and business leaders attended Pakistan Rice Festival 2026 in the Netherlands, as Pakistan moved to promote basmati rice exports and strengthen food-sector trade links with Europe.

The event was held under the theme “From Pakistan’s Fields to Europe’s Tables” and aimed to introduce Pakistani basmati rice more widely in the European market, strengthen business-to-business linkages and create new investment opportunities in agriculture and food sectors.

Federal Minister for Commerce Jam Kamal Khan appreciated the holding of the festival, saying such international trade events help promote Pakistani exports, expand access to new markets and project Pakistan’s trade potential globally.

The minister commended Pakistan’s Ambassador to the Netherlands Syed Haider Shah, Trade and Investment Counsellor Muhammad Shafiq Haider Virk and the Trade Development Authority of Pakistan for organising the event.

He said Pakistani basmati rice had become an important symbol of Pakistan globally and that rising international demand was encouraging for the country’s agriculture sector and exporters.

Jam Kamal Khan said the Government of Pakistan remained committed to increasing agricultural and food exports, promoting investment and strengthening global trade linkages.

Speaking at the event, Ambassador Syed Haider Shah said Pakistani basmati rice was being exported to more than 100 countries.

He said its aroma, long grain and cooking qualities had increased its appeal among global consumers, retailers and culinary experts.

The ambassador said Pakistan was committed to quality, sustainability, traceability and compliance with international food safety standards in agriculture and food products.

He said Pakistani basmati was not only an agricultural product but also a protected brand under Geographical Indication status, representing Pakistan’s agricultural heritage and recognised quality.

Participants were offered different varieties of premium Pakistani basmati rice, particularly Super Kernel Basmati.

Traditional and modern dishes prepared with Pakistani basmati rice were also presented at the festival.

Participants were briefed on basmati rice’s Geographical Indication status, quality assurance mechanisms, traceability systems and compliance requirements for the European market.

The event also included discussions on expanding agriculture and food-sector cooperation between Pakistan and the Netherlands.

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

A special activity titled “Goal for Pakistan” was also organised to showcase Pakistan’s export potential in the manufacturing of international-standard footballs.

The Netherlands is one of Pakistan’s key export markets in the European Union.

Bilateral trade between Pakistan and the Netherlands has reached around $1.94 billion, while more than 50 Dutch companies are operating in different sectors in Pakistan.