According to the President of the Union of Small and Medium Enterprises (UNISAME), it has urged to the CEO of the Trade Development Authority of Pakistan (TDAP) to arrange biryani festivals and cooking competitions at Pakistan Embassies and Consulates in foreign countries to promote white and parboiled basmati rice.
Further, the UNISAME officials observed that Pakistan’s basmati, super basmati as well as other varieties of rice such as 1121, 386 and C9 have a good reputation in Europe, Middle East and Far East. It was also noted that since Pakistani exporters lag behind promoting exports abroad, the TDAP should take the lead and popularize the superiority of Pakistani rice varieties in various countries.
In this regard, it was also suggested that members of the Rice Exporters Association of Pakistan (REAP) should join with TDAP to make the events more successful. Further, the competitions could be conducted for various rice dishes such as pulao, biryani, and fried rice, in Chinese sweet dishes like Zardah, Kheer (porridges), firni, and bread (chappati) from time to time to promote Exports of rice.