THE HAGUE – Days ago 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.
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 23-26 November 2026.
In his keynote address, H.E. 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.
Guests participated in curated tasting sessions featuring a variety of authentic Pakistani rice dishes and gained insights into the unique characteristics of Pakistani Basmati rice, including its Geographical Indication (GI) certification, provenance, quality assurance mechanisms, and compliance with European market requirements.
The event also featured an interactive “Goal 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 US$1.94 billion.
The Port of Rotterdam and Amsterdam Schiphol Airport continue to serve as strategic gateways for Pakistani products entering European markets.
The Embassy of Pakistan actively facilitates trade, investment, and business-to-business engagement between the two countries. More than fifty Dutch companies have established a presence in Pakistan, including leading firms such as Royal FrieslandCampina, VEON (Jazz), Vopak, and Frisian Egg, reflecting growing confidence in Pakistan’s economic potential and investment climate.
Over the past two years, the Embassy has successfully facilitated several high-level business delegations and trade missions, including Dutch participation in the EU-Pakistan Business Forum 2026 and major international trade exhibitions organized by TDAP, including FoodAg and TEXPO Pakistan.
The Pakistan Rice Festival forms part of the Embassy’s broader economic diplomacy agenda aimed at promoting Pakistani exports, strengthening commercial partnerships, enhancing Pakistan’s country brand, and creating new opportunities for trade and investment between Pakistan, the Netherlands, and the wider European market.
