Karachi: A 33-member high-level trade delegation of the Rice Exporters Association of Pakistan (REAP), led by Chairman Faisal Jahangir, has arrived in Muscat to kick off a strategic international outreach mission aimed at boosting Pakistan’s rice exports.
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The visit, organized with the support of the Trade Development Authority of Pakistan (TDAP) and the Ministry of Commerce, forms a key part of Pakistan’s broader rice marketing strategy focused on diversifying export markets and tapping into high-value segments worldwide. The delegation is also scheduled to visit the United States as part of the initiative.
During their stay in Muscat, the delegation held high-level meetings with officials from the Oman Ministry of Agriculture, Fisheries and Water Resources and the Oman Chamber of Commerce and Industry. Discussions centered on recent rice tenders, food security needs, and expanding the footprint of Pakistani rice across Gulf Cooperation Council (GCC) markets.
Following the Oman leg, the delegation will travel to key U.S. cities, including Washington, D.C., New York, and Houston, from May 2 to May 13, 2026. The itinerary includes engagements with the U.S. Department of Agriculture, major importers, distributors, and leading retail chains such as Costco, Walmart, Target, Kroger, and others.
The program features business-to-business meetings, rice tasting festivals, store visits, and compliance briefings designed to promote direct sourcing and strengthen brand visibility in the U.S. market, where demand for rice is on the rise.
Speaking on the occasion, Faiz Ahmed Chadhar, Chief Executive of TDAP, described the mission as a significant step toward enhancing Pakistan’s global rice footprint. 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 initiative would unlock new opportunities in GCC and U.S. markets.
TDAP has also outlined plans for additional delegations and roadshows during 2026–27 in emerging and niche markets, aiming to sustain export growth and capitalize on the advantages offered by the Rs15 billion DLTL scheme.
The delegation comprises leading exporters and senior REAP officials, representing a substantial share of Pakistan’s rice export sector. The initiative underscores Pakistan’s commitment to maintaining high quality standards, meeting international food safety requirements, and delivering value to global buyers.
