Pakistan Rice Festival held in Hungary: minister says govt committed to increasing agri, food exports

The Pakistan Rice Festival commenced in Budapest, marking the debut of Pakistani basmati rice for Hungarian importers, chefs, and food industry professionals. Organized jointly by the Ministry of Commerce and the Trade Development Authority of Pakistan, the event aimed to introduce Pakistani produce directly to European buyers. Federal Minister for Commerce Jam Kamal Khan expressed enthusiasm for the first-ever Pakistan Rice Festival in Hungary, emphasizing that delivering agricultural and food products directly to consumers in new markets is a potent strategy for gaining new customers.

Basmati rice, a highly recognized export of Pakistan, is experiencing increased demand internationally, which bodes well for the country's farmers and exporters. Jam Kamal Khan highlighted that Pakistan's missions abroad are actively bringing agricultural and food products directly to consumers and buyers in emerging markets. The government remains dedicated to boosting agro-food exports, drawing investment, and fostering trade connections beyond Pakistan's conventional markets.

Attendees included food and agriculture sector importers, Hungarian master chefs, representatives from public sector bodies, and diplomats. Ambassador Asif Hussain Memon provided insights into basmati rice's heritage, importance, and export potential, emphasizing its status as a protected Geographical Indication (GI) brand. A live cooking demonstration, "The Art of Biryani," was led by the Trade and Investment Attaché, introducing guests to Pakistani rice and the dishes crafted from it.

Complementary Pakistani products, such as Himalayan Pink Salt, were also showcased for tasting. The Embassy of Pakistan prepared a Hungarian-language rice recipe booklet containing various rice-based recipes and distributed basmati rice samples to all participants, encouraging them to experiment with the ingredient in their homes.

Following the festival, attendees were invited to participate in FoodAg 2026, Pakistan's international food and agriculture exhibition, scheduled to take place at the Expo Centre in Karachi from November 23 to 26, 2026.