Pakistan takes basmati to Budapest buyers

First Rice Festival held to court Hungarian importers, chefs; recipe book and samples distributed

KARACHI:

The Embassy of Pakistan in Hungary hosted the first Pakistan Rice Festival in Budapest, introducing Pakistani basmati rice to Hungarian importers, chefs and food industry professionals, according to a statement issued on Saturday.

The event was organised in collaboration with the Ministry of Commerce and the Trade Development Authority of Pakistan (TDAP).

Federal Minister for Commerce Jam Kamal Khan welcomed the holding of the festival, saying that taking Pakistani produce directly to buyers in European capitals is among the most effective ways of winning new customers and showing the world what the country has to offer.

The minister acknowledged the work of Pakistan's Ambassador to Hungary Asif Hussain Memon, Trade and Investment Attaché Shehryar Amjad Qaisrani and TDAP in putting the event together. He said basmati rice is one of Pakistan's most recognised exports and that growing demand for it in international markets is encouraging for farmers and exporters. He noted that Pakistan's missions abroad are increasingly taking agricultural and food products directly to buyers in new markets.

The festival was attended by importers and business leaders from the food and agriculture sector, leading Hungarian master chefs, representatives of 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, adding 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. Guests were also invited to attend FoodAg 2026, Pakistan's international food and agriculture exhibition, to be held at the Expo Centre in Karachi from November 23 to 26, 2026.

The festival follows the creation of the post of trade and investment attaché at the embassy last year, reflecting the government's push to deepen trade and investment engagement in non-conventional markets.