Pakistan to market rice in Central Asia

TDAP will hold fairs, take delegations to promote rice varieties.

LAHORE:

The Trade Development Authority of Pakistan (TDAP) – the state-run trade promotion agency – is developing a focused programme aimed at promoting rice exports to central Asian states, where aromatic basmati rice can win a big market.

Under this programme, TDAP in collaboration with rice exporters will organise exhibitions to highlight the quality of Pakistan’s rice and take two to three medium-sized delegations of exporters to Central Asia to scout for potential markets for different varieties of rice, especially basmati.

Speaking at a reception held by the Rice Exporters Association of Pakistan (REAP) here, TDAP Chief Executive Abid Javed Akbar said central Asian states were under the influence of Turkish culture and fragrant basmati rice of Pakistan was an integral part of Turkish cuisine. “This will help our exporters to make inroads into these markets and earn foreign exchange for the country,” he said.

Assuring the exporters of support, he said TDAP would join hands with them and work together to realise the dream of achieving $4 billion in rice exports.

Akbar, who has served abroad for over 10 years, pointed out that Pakistan was recognised very well because of its basmati rice and hand-knotted carpets.

Responding to the issues raised by REAP Vice Chairman Sameeullah Chaudhry like mandatory membership of the association for rice exporters, he said he too was an advocate of strong associations and believed that mandatory membership was very important to keep the process transparent.

He admitted that REAP, which contributes significantly to the Export Development Fund, had every right to be represented on its board. By the time the association got a seat, Akbar said, they should consider him as their representative on the board.

The rice exporters are setting up a technical institute to produce trained manpower for the industry, for which Akbar assured them of his full support.

Published in The Express Tribune, January 30^th, 2013.

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