APP
Federal Minister for Commerce Jam Kamal Khan has welcomed the successful organization of Pakistan’s first-ever Rice Festival in Hungary, describing direct engagement with European buyers as an effective way to expand market access, attract new customers and promote Pakistani products internationally.
According to press release received here, the minister acknowledged the work of Pakistan’s Ambassador to Hungary, Asif Hussain Memon, Trade and Investment Attaché Mr Shehryar Amjad Qaisrani, and the Trade Development Authority of Pakistan (TDAP) in putting the event together. He said that basmati rice is one of Pakistan’s most recognised exports, and that growing demand for it in international markets is encouraging for the country’s farmers and exporters.
Khan noted that Pakistan’s missions abroad are increasingly taking the country’s agricultural and food products directly to consumers and buyers in new markets.
He said the government of Pakistan remains committed to expanding agro-food exports, attracting investment, and building trade ties beyond Pakistan’s traditional markets.
The Festival was attended by importers and business leaders from the food and agriculture sector, leading Hungarian master chefs, representatives of various public sector bodies, and members of the diplomatic community.
Ambassador Asif Hussain Memon briefed participants on the heritage and significance of basmati rice and its export potential. He said that the category is not only an agricultural product but a renowned brand protected through Geographical Indication (GI), underscoring its heritage and proven quality. A live cooking demonstration, “The Art of Biryani” was conducted by the Trade and Investment Attaché, offering guests an interactive introduction to Pakistani rice and the dishes built around it.
Complementary Pakistani products were also displayed, including Himalayan Pink Salt, which participants were invited to sample. The Embassy prepared a short rice recipe book in Hungarian, featuring a range of rice-based dishes, and distributed samples of Pakistani rice to all participants, encouraging them to cook with it in their own kitchens.