Pakistan takes basmati to Budapest buyers

Express Tribune reported that Pakistan's embassy in Hungary staged an inaugural Rice Festival in Budapest, where basmati was introduced to local importers, cooks and food sector specialists. The gathering was arranged jointly with the Ministry of Commerce and TDAP, per a statement released on Saturday. Federal Commerce Minister Jam Kamal Khan praised the event as a direct route to reaching buyers in European capitals.

Ambassador Asif Hussain Memon outlined the history and export potential of basmati, stressing that it is protected as a brand through Geographical Indication status. Attendees watched a live biryani cooking session led by trade and investment attaché Shehryar Amjad Qaisrani, while Himalayan Pink Salt was on display for tasting. Participants received samples of Pakistani rice, and the embassy also prepared a short recipe book in Hungarian.

Minister Kamal Khan said growing overseas demand for basmati is encouraging for farmers and exporters. The festival followed the creation of a trade and investment attaché post at the embassy last year, and guests were invited to FoodAg 2026 at the Expo Centre in Karachi from November 23 to 26, 2026. The event reflects the government's push to expand trade in non-conventional markets.