ISLAMABAD (special crosspondent) – Federal Minister for Commerce Jam Kamal Khan has lauded the successful execution of the Pakistan Rice Festival 2026 in the Netherlands, emphasizing its critical role in bolstering Pakistani exports, forging access to new international markets, and projecting a favourable image of Pakistan on the global stage.

Praise for Organizers and Trade Officials

The Minister specifically commended the dedicated efforts of Pakistan’s Ambassador to the Netherlands, Syed Haider Shah, Trade and Investment Counsellor Shafiq Haider Warraich, and the Trade Development Authority of Pakistan (TDAP) for their instrumental contributions to the event’s success. He highlighted that Pakistani basmati rice has evolved into a significant global symbol of Pakistan. The increasing international demand for this premium rice variety is a source of considerable encouragement for both the nation’s agricultural sector and its exporters.

International Confidence and Government Commitment

Jam Kamal Khan observed that the active participation of over 100 European importers, retailers, food industry specialists, renowned chefs, diplomatic representatives, and business leaders served as a clear indicator of the growing international confidence in Pakistan. He reiterated the Government of Pakistan’s steadfast commitment to enhancing agricultural and food exports, attracting investment, and further strengthening its global trade relationships. The government’s dedication to this objective aligns with broader efforts to foster stronger economic ties, such as those discussed in Pakistan and Uzbekistan Deepen Ties in Education, Trade, and Culture.

Event Objectives and Theme

The festival was curated under the evocative theme, “From Pakistan’s Fields to Europe’s Tables.” Its primary objectives were to further introduce Pakistani basmati rice to the European market, cultivate robust business-to-business connections, and generate new investment opportunities within the agriculture and food sectors. These efforts are part of a wider strategy to enhance Pakistan’s international trade profile, similar to the focus on bilateral talks with countries like Iran, as seen in the upcoming Iranian President to Visit Pakistan for Bilateral Talks on June 23.

Ambassador’s Remarks on Global Reach and Quality Assurance

Speaking at the event, Pakistan’s Ambassador to the Netherlands, Syed Haider Shah, stated that Pakistani basmati rice is currently exported to over 100 countries worldwide. He elaborated that the rice’s unique aroma, long grain structure, and superior cooking characteristics have significantly contributed to its growing popularity among international consumers, retailers, and culinary experts. Ambassador Shah underscored Pakistan’s commitment to upholding stringent quality, sustainability, and traceability standards, ensuring full compliance with international food safety regulations for its agricultural and food products. He emphasized that Pakistani basmati rice is more than just an agricultural commodity; it is a distinguished brand, safeguarded by Geographical Indication (GI) status, representing centuries of agricultural heritage and globally recognized quality.

Interactive Sessions and GI Briefing

Attendees at the festival were provided with an exclusive opportunity to sample various premium varieties of Pakistani basmati rice, with a particular focus on Super Kernel Basmati. Both traditional and contemporary culinary creations prepared using Pakistani basmati rice were showcased, offering a gastronomic journey. Furthermore, participants received a comprehensive briefing detailing the Geographical Indication status of basmati rice, the robust quality assurance mechanisms in place, traceability systems, and adherence to the specific requirements of the European market.

Future Trade Prospects and Football Showcase

The event also facilitated discussions aimed at exploring opportunities for enhanced cooperation between Pakistan and the Netherlands in the agricultural and food sectors. The forthcoming Food Exhibition 2026, slated to take place in Karachi from November 23 to 26, 2026, was highlighted as Pakistan’s next significant trade milestone in the food and agriculture domain. To further illustrate Pakistan’s broader export capabilities, a special segment titled “Score for Pakistan” was organized, drawing attention to the nation’s prowess in manufacturing world-class footballs.

Bilateral Trade Overview

The Netherlands stands as one of Pakistan’s most crucial export destinations within the European Union. The bilateral trade volume between Pakistan and the Netherlands currently stands at approximately US$1.94 billion. Additionally, more than 50 Dutch companies actively operate and engage in various business ventures across different sectors within Pakistan, underscoring the strong economic relationship.