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The Hague/Islamabad, June 24, 2026: Pakistan successfully hosted the Pakistan Rice Festival 2026 in the Netherlands, attracting more than 100 importers, retailers, food industry experts, chefs, diplomats, and business leaders from across Europe. The event highlighted the growing global demand for Pakistani basmati rice and strengthened trade ties with European markets.
Federal Minister for Commerce Jam Kamal Khan welcomed the festival’s success. He said such international events help boost exports, open new markets, and improve Pakistan’s global image. He also praised the efforts of Pakistan’s Ambassador to the Netherlands Syed Haider Shah, Trade and Investment Counsellor Muhammad Shafiq Haider Virk, and TDAP for organizing the event.
Furthermore, the minister noted that Pakistani basmati rice has become a strong global brand. Its rising international demand continues to support farmers, exporters, and the country’s agriculture sector. He added that strong European participation reflects growing confidence in Pakistan’s products and export potential.
Held under the theme “From Pakistan’s Fields to Europe’s Tables,” the festival aimed to promote Pakistani basmati rice, strengthen business-to-business connections, and create new investment opportunities in agriculture and food processing.
Speaking at the event, Ambassador Syed Haider Shah said Pakistan exports basmati rice to more than 100 countries. He highlighted its unique aroma, long grain, and premium cooking quality, which continue to attract consumers worldwide. Moreover, he reaffirmed Pakistan’s commitment to quality, sustainability, traceability, and compliance with international food safety standards.
He also emphasized that Pakistani basmati is more than an agricultural product. Protected through Geographical Indication (GI) status, it represents centuries of heritage and internationally recognized quality.
During the festival, participants sampled premium rice varieties, including Super Kernel Basmati. Chefs prepared both traditional and contemporary dishes to showcase the versatility of Pakistani rice. In addition, experts briefed attendees on quality assurance systems, traceability measures, GI protection, and compliance with European regulations.
The event also explored opportunities for stronger agricultural cooperation between Pakistan and the Netherlands. Organizers highlighted the upcoming Food Exhibition 2026, scheduled in Karachi from November 23-26, as the next major platform for international buyers and investors.
Meanwhile, a special activity titled “Goal for Pakistan” showcased Pakistan’s globally recognized football manufacturing industry, highlighting the country’s broader export strengths.
The Netherlands remains one of Pakistan’s key export destinations within the European Union. Bilateral trade currently stands at nearly US$1.94 billion, while more than 50 Dutch companies operate across various sectors in Pakistan.
