ISLAMABAD: Pakistan put its famous Basmati rice in the spotlight in the Netherlands on Tuesday. The Embassy of Pakistan and the Trade Development Authority of Pakistan (TDAP) held the Pakistan Rice Festival 2026 to meet European buyers, retailers, chefs and diplomats, and to build stronger trade ties in food and farming.
The event, themed ‘From the Fields of Pakistan to the Tables of Europe’, gave guests a taste of premium Pakistani Basmati varieties, including the celebrated Super Kernel Basmati, alongside a trade briefing on Pakistan-Netherlands agri-food cooperation. Organisers also previewed the 4th FoodAg Exhibition 2026, Pakistan’s flagship food and agriculture trade show, set for Karachi from Nov. 23-26.
Ambassador Syed Haider Shah, in his keynote address, pointed to Pakistan’s compliance with international food safety standards and noted that its Basmati rice now reaches more than 100 countries worldwide, prized for its aroma, grain length and cooking quality.
“Pakistani Basmati is far more than a commodity; it is a Geographical Indication-certified product that embodies centuries of agricultural heritage, internationally recognised quality standards, and exceptional value”, Shah said. “As European consumers increasingly seek authenticity, traceability, and sustainability, Pakistan stands ready to be a trusted long-term partner in meeting that demand. Today’s gathering is not merely a celebration of rice, it is an investment in stronger commercial partnerships between Pakistan and Europe”.
Shah urged Dutch and European stakeholders to attend FoodAg 2026, calling it Pakistan’s premier venue for linking international buyers with certified exporters and producers.Guests also got a hands-on look at another Pakistani export success story through an interactive ‘Score for Pakistan’ activity, spotlighting the country’s football manufacturing, including balls used in FIFA tournaments.
The Netherlands ranks as Pakistan’s second-largest EU export market, with bilateral trade near $1.94 billion. More than 50 Dutch firms, including Royal FrieslandCampina and Vopak, operate in Pakistan.
