Pakistan showcases basmati, eyes deeper EU trade ties

June 24, 2026 (MLN): Pakistan's basmati rice took centre stage at the Pakistan Rice Festival 2026 in the Netherlands, drawing more than 100 importers, retailers, food industry experts, chefs, diplomatic representatives and business leaders from across Europe in a bid to deepen trade ties and open new market avenues for Pakistani agricultural exports.

Federal Minister for Commerce Jam Kamal Khan commended the event's successful organization, crediting 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 efforts, APP reported.

Jam Kamal Khan said Pakistani basmati rice has emerged as an important symbol of Pakistan on the global stage, with its growing international demand offering encouragement to the country's agriculture sector and exporters.

He described the strong European turnout as a reflection of rising international confidence in Pakistan, reaffirming the government's commitment to expanding agricultural and food exports and strengthening global trade linkages.

Ambassador Syed Haider Shah noted that Pakistani basmati is currently exported to over 100 countries, with its distinctive aroma, long grain and cooking qualities driving growing popularity among global consumers and culinary professionals.

He emphasized Pakistan's commitment to quality, sustainability, traceability and full compliance with international food safety standards, adding that basmati's Geographical Indication (GI) status makes it not merely an agricultural commodity but a protected brand representing centuries of heritage.

Held under the theme "From Pakistan's Fields to Europe's Tables," the event featured tastings of premium Pakistani basmati varieties  particularly Super Kernel Basmati  alongside traditional and modern dishes.

Participants received briefings on GI status, quality assurance mechanisms, traceability systems and European market compliance requirements.

Discussions also covered opportunities for broader agricultural and food-sector cooperation between Pakistan and the Netherlands.

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

A special activity titled "Goal for Pakistan" was also organized to showcase Pakistan's football manufacturing capabilities.

The Netherlands ranks among Pakistan's most significant export markets in the European Union, with bilateral trade reaching approximately $1.94 billion and over 50 Dutch companies active across various sectors in Pakistan.

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