Islamabad: The Pakistan Rice Festival 2026, held in the Netherlands, witnessed participation from over 100 business and food industry leaders from across Europe, marking a significant milestone for the promotion of Pakistani exports and international trade relations. Federal Minister for Commerce Jam Kamal Khan lauded the event’s success, emphasizing its role in expanding market access and enhancing Pakistan’s global image.

According to Press Information Department, the event was supported by 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). Minister Khan highlighted the international demand for Pakistani basmati rice and the government’s commitment to boosting agricultural exports and global trade connections.

Held under the theme “From Pakistan’s Fields to Europe’s Tables,” the festival aimed to introduce Pakistani basmati rice to the European market, foster business connections, and explore new investment opportunities. Ambassador Shah emphasized the global popularity of Pakistani basmati rice due to its aroma, grain quality, and culinary appeal, while underscoring Pakistan’s adherence to international food safety standards and its Geographical Indication protection.

Participants at the festival sampled various premium rice varieties, including Super Kernel Basmati, and engaged in discussions on agricultural and food-sector cooperation between Pakistan and the Netherlands. The upcoming Food Exhibition 2026 in Karachi was also announced as a significant trade event.

The Netherlands remains a key export market for Pakistan within the European Union, with bilateral trade reaching approximately US$1.94 billion. More than 50 Dutch companies are currently active in diverse sectors in Pakistan.