Pakistan showcases premium Basmati at Rice Festival 2026 in Netherlands to expand European market

Pakistan on Tuesday highlighted its world-renowned basmati rice and agricultural export potential at the Pakistan Rice Festival 2026 held in the Netherlands, attracting more than 100 leading importers, retailers, food industry experts, renowned chefs, diplomats, media representatives and business leaders from across Europe

THE HAGUE, (APP - UrduPoint / Pakistan Point News - 24th Jun, 2026) Pakistan on Tuesday highlighted its world-renowned basmati rice and agricultural export potential at the Pakistan Rice Festival 2026 held in the Netherlands, attracting more than 100 leading importers, retailers, food industry experts, renowned chefs, diplomats, media representatives and business leaders from across Europe.

The event, titled "From Pakistan's Fields to Europe's Tables," was organized by the Embassy of Pakistan in The Hague in collaboration with the Trade Development Authority of Pakistan (TDAP). Participants were offered an opportunity to sample a variety of premium Pakistani basmati rice, including the widely acclaimed Super Kernel Basmati.

The festival aimed to further promote Pakistani basmati rice in the European market, strengthen trade linkages and explore new investment opportunities in the agriculture and food sectors.

Speaking on the occasion, Ambassador to the Netherlands, Syed Haider Shah, said Pakistani basmati rice is currently exported to more than 100 countries worldwide and continues to gain popularity among consumers, retailers and culinary experts because of its distinctive aroma, extra-long grain and superior cooking qualities.

He emphasized that Pakistan remains committed to maintaining high standards of quality, sustainability, traceability and compliance with international food safety requirements in the agricultural and food products sector.

"Pakistani basmati is not merely an agricultural commodity but a unique Geographical Indication (GI) protected brand representing centuries of agricultural heritage and internationally recognized quality standards," the ambassador said.

He noted that growing European consumer demand for authenticity, quality and sustainability presents a significant opportunity for Pakistan, adding that the country has the capacity to become a reliable trade partner in meeting this demand.

During the festival, participants received detailed briefings on prospects for enhanced agricultural and food-sector cooperation between Pakistan and the Netherlands. Organizers also highlighted the upcoming Food Exhibition 2026, scheduled to be held in Karachi from November 23 to 26, describing it as Pakistan's next major international trade platform for exporters, producers, processors and global buyers.

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Ambassador Shah invited Dutch and European businesses to participate in the exhibition, saying it would provide valuable opportunities to explore partnerships and investment prospects in Pakistan's food and agriculture sectors.

The event showcased the historical legacy of Pakistani basmati rice, its growing importance in international markets and Pakistan's broader agricultural export potential. Guests were served a range of traditional and contemporary dishes prepared with Pakistani basmati rice.

Participants were also briefed on the rice's Geographical Indication status, quality assurance mechanisms, traceability systems and compliance with European market requirements.

To highlight Pakistan's broader export capabilities, the embassy organized a special activity titled "Score for Pakistan," which showcased the country's global success in manufacturing world-class footballs. The initiative underscored Pakistan's industrial strengths alongside its agricultural achievements.

The Netherlands remains one of Pakistan's most important export destinations within the European Union. Bilateral trade between the two countries has reached approximately US$1.94 billion, with the Port of Rotterdam and Amsterdam Schiphol Airport serving as key gateways for Pakistani products entering European markets.

The Embassy of Pakistan in The Hague continues to play an active role in promoting trade and investment ties between the two countries. More than 50 Dutch companies are currently operating in Pakistan across various sectors, including FrieslandCampina, VEON (Jazz), Vopak and Frisian Egg.

The Pakistan Rice Festival 2026 forms part of the embassy's broader economic diplomacy strategy aimed at boosting Pakistani exports, strengthening international trade partnerships and creating new business opportunities between Pakistan, the Netherlands and the wider European market.