Major step taken to diversify country’s rice export markets

ISLAMABAD: A high-powered 33-member trade delegation of the Rice Exporters Association of Pakistan (REAP), led by Chairman REAP Faisal Jahangir, has commenced a landmark overseas mission to Oman and the United States under the aegis of the Trade Development Authority of Pakistan (TDAP) and the Ministry of Commerce.

This visit forms a key component of TDAP’s comprehensive Rice Marketing Strategy aimed at diversifying Pakistan’s export markets and further penetrating niche and high-value segments globally. The mission will strengthen Pakistan’s position as a reliable supplier of premium Basmati and non-Basmati rice by forging direct business linkages, showcasing product excellence, and exploring long-term partnerships.

The delegation began its itinerary in Muscat with high-level meetings at the Ministry of Agriculture, Fisheries and Water Resources and the Oman Chamber of Commerce and Industry to discuss recent rice tenders, food security requirements, and opportunities for increased Pakistani rice supplies to the GCC market. Following the Oman leg, the delegation will proceed to the United States for an intensive program from 2–13 May 2026 in Washington D.C., New York, and Houston. Key engagements include meetings with the US Department of Agriculture, major importers, distributors, and leading retail chains such as Costco, Walmart, BJ’s, Target, HEB, and Kroger through strategic B2B sessions, rice-tasting festivals, store visits, and compliance briefings to facilitate direct sourcing and brand promotion in the lucrative American market, which is currently witnessing a surge in rice demand.

Commenting on the initiative, Faiz Ahmed Chadhar, Chief Executive, Trade Development Authority of Pakistan (TDAP) said: “This high-stakes REAP delegation to Oman and the USA is a flagship execution of TDAP’s Rice Marketing Strategy aimed at market diversification and deeper penetration into niche segments. Pakistan has already established itself as the top Basmati supplier to the European Union for the last eight years. We are confident that this mission will open substantial new business avenues in the USA and GCC while paving the way for future delegations to untapped high-potential regions such as South America. TDAP remains fully committed to transforming Pakistan into a global rice powerhouse.”

The TDAP has lined up a series of future rice promotion delegations and road shows in key emerging and niche markets throughout 2026–27 to sustain the momentum created by the current mission and fully leverage the enhanced competitiveness provided by the Rs 15 billion DLTL scheme. The delegation includes leading rice exporters and senior REAP office-bearers who represent a significant portion of Pakistan’s rice export industry. The visit underscored Pakistan’s commitment to delivering consistent quality, food safety compliance, and value to international buyers.

Copyright Business Recorder, 2026