The Embassy of Pakistan in The Hague, with the support of the Trade Development Authority of Pakistan (TDAP), hosted the Pakistan Rice Festival 2026, bringing together distinguished Dutch and European importers, retailers, food industry professionals, chefs, members of the diplomatic corps, media representatives, and business leaders to celebrate Pakistan’s world-renowned Basmati rice and explore new avenues for agri-food trade and investment cooperation.
Held under the theme “From the Fields of Pakistan to the Tables of Europe,” the event showcased Pakistan’s rich rice heritage, export excellence, and growing role as a reliable supplier of premium agricultural products to international markets, said a statement issued here. The event featured a curated tasting of premium Pakistani Basmati varieties, including the celebrated Super Kernel Basmati, a trade briefing on Pakistan-Netherlands agri-food cooperation, and a presentation on the 4th FoodAg Exhibition 2026, Pakistan’s flagship international food and agriculture exhibition, scheduled to take place in Karachi from November 23–26, 2026.
In his keynote address, Syed Haider Shah, Ambassador of Pakistan to the Kingdom of the Netherlands, highlighted Pakistan’s commitment to quality, sustainability, traceability, and compliance with international food safety standards. He noted that Pakistani Basmati rice is exported to more than 100 countries worldwide and continues to gain recognition among consumers, retailers, and culinary professionals for its distinctive aroma, exceptional grain length, and superior cooking characteristics.
The ambassador observed: “Pakistani Basmati is far more than a commodity; it is a Geographical Indication-certified product that embodies centuries of agricultural heritage, internationally recognized quality standards, and exceptional value. 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.”
The ambassador also invited Dutch and European stakeholders to participate in FoodAg 2026, describing it as Pakistan’s premier platform for connecting international buyers with certified exporters, producers, processors, and innovators from across the country’s agri-food value chain.
The event also featured an interactive “Score for Pakistan” activity, introducing participants to another globally recognized Pakistani export success story— the manufacture of world-class footballs used in major international competitions, including FIFA tournaments. The activity highlighted Pakistan’s broader manufacturing capabilities and export excellence beyond the agri-food sector.
The Netherlands remains one of Pakistan’s most important economic partners in Europe and is Pakistan’s second-largest export destination within the European Union, with bilateral trade reaching approximately $1.94 billion. More than fifty Dutch companies have established a presence in Pakistan.
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