Karachi/Muscat — A 33-member delegation of the Rice Exporters Association of Pakistan has arrived in Muscat to launch a major international outreach mission aimed at expanding Pakistan’s rice exports, with support from the Trade Development Authority of Pakistan and the Ministry of Commerce.
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Led by REAP Chairman Faisal Jahangir, the high-level delegation will engage with key stakeholders in Oman before continuing its visit to the United States as part of a broader strategy to diversify export markets and tap into high-value segments.
The delegation began its engagements in Muscat with meetings involving officials from the Oman Ministry of Agriculture, Fisheries and Water Resources and the Oman Chamber of Commerce and Industry. Discussions centered on rice procurement trends, food security needs, and opportunities to enhance the supply of Pakistani rice across Gulf Cooperation Council (GCC) markets.
Officials said the visit is part of TDAP’s comprehensive rice marketing strategy focused on strengthening Pakistan’s position as a leading supplier of premium basmati and non-basmati rice globally through direct business engagement, product showcasing, and long-term partnerships.
Following the Oman leg, the delegation is scheduled to visit Washington, D.C., New York, and Houston from May 2 to May 13, where meetings will be held with the United States Department of Agriculture, major importers, distributors, and leading retail chains including Costco, Walmart, Target, Kroger, HEB, and BJ’s.
The US programme will feature business-to-business meetings, rice tasting events, compliance briefings, and retail engagements aimed at promoting direct sourcing and strengthening brand visibility in a market where rice demand continues to grow.
TDAP Chief Executive Faiz Ahmed Chadhar described the initiative as a key step in expanding Pakistan’s footprint in global rice trade. He noted that Pakistan has remained the largest supplier of basmati rice to the European Union for the past eight years and expressed confidence that the mission would unlock new opportunities in both US and GCC markets.
TDAP has also outlined plans for additional delegations and promotional roadshows during 2026–27 in emerging and niche markets, supported by the Rs15 billion Duty Drawback of Local Taxes and Levies (DLTL) scheme.
The delegation comprises leading exporters and senior REAP officials representing a significant share of Pakistan’s rice export sector, reflecting the country’s commitment to quality, food safety standards, and competitive value in international markets.
