Biryani festivals urged to promote Pak basmati rice

Karachi: The Union of Small and Medium Enterprises (UNISAME) has urged S.M. Muneer chief executive officer (CEO)Trade Development Authority of Pakistan (TDAP) to arrange Biryani Festivals and cooking competitions at our embassies and consulates abroad to promote export of white and parboiled Pakistani basmati rice.

President UNISAME Zulfikar Thaver said our basmati rice and super basmati rice and also our rice of other varieties namely 1121, 386 and C9 are considered as fine rice and liked by overseas Pakistanis and rice lovers in Europe, Middle East and Far East and since our exporters are a little behind in publicizing the TDAP needs to play its role and beat the drum. The festivals and competitions could serve as exhibitions and the superiority of our rice varieties could be highlighted. Our super basmati rice is aromatic and elongates on cooking, it is very tasty and meant for banquets and is very much liked in Iran, Gulf and the affluent.

He appreciated that the Rice Exporters Association of Pakistan (REAP) is holding cricket matches to promote goodwill amongst members but it would be far better if REAP could join hands with TDAP and arrange biryani festivals in different provinces and also in foreign countries.

Thaver also suggested the holding of cooking competitions on electronic media at home and abroad for cooking various dishes of rice like pulao, biryani, fried rice as in Chinese sweet dishes like Zardah, Kheer (porridges), firni, bread (chappati).