How different regions use rice – and how we support them.

GCC markets

The GCC (UAE, Saudi Arabia, Qatar, Oman, Bahrain and Kuwait) is strongly oriented toward premium long-grain basmati and parboiled rice, with high expectations on grain length, aroma and packaging presentation.

• Key uses: Everyday household consumption, modern trade retail, HoReCa and foodservice supply.
• Preferred varieties: 1121 Basmati Rice (Long Grain), Super Kernel, Golden Parboiled, Steam and select long-grain non-basmati lines.
• How we cater: GCC-focused specifications, Golden Parboiled profiles, attractive retail and HoReCa pack formats, and documentation aligned with regional import requirements.

Africa

Across East, West and Central Africa, buyers prioritise reliable supply and competitive landed cost, with a mix of broken, parboiled and white long-grain rice depending on the country and channel.

• Key uses: Government and institutional tenders, wholesale markets, foodservice and repacking.
• Preferred varieties: IRRI-6, IRRI-9, IRRI-Super Fine, C-9, PK-386, Long-grain parboiled and broken rice specifications.
• How we cater: Containerised shipments, bagging options (PP / jute / custom branding) and specifications tuned for value-focused African programs.

North America

In Canada and the USA, Pakistani rice is used both in ethnic retail and in mainstream channels where quality and compliance are critical.

• Key uses: Ethnic grocery, speciality retail, online channels and selected foodservice programs.
• Preferred varieties: 1121 Basmati Rice (Long Grain), Super Kernel, specialty and brown rice lines depending on customer positioning.
• How we cater: Focus on food-safety and labelling expectations, batch traceability and packaging formats suitable for retail and warehouse-club style distribution.

Eastern & Far Eastern countries

Markets in East and South-East Asia use rice in a wide variety of cuisines and formats. While many rely on local production, there is growing interest in Pakistani long-grain and basmati rice for specific consumer segments.

• Key uses: Ethnic retail, speciality restaurants, blended-rice programs and niche import initiatives.
• Preferred varieties: Long-grain non-basmati, selected basmati SKUs and program-specific blends.
• How we cater: Flexible packing, ability to work with blends and private labels, and support on documentation to align with local import regimes.

Europe (EU & UK markets)

European demand for premium rice continues to grow, particularly across multicultural communities, health-conscious consumers and speciality retailers. The region maintains strict standards for food safety, packaging and origin certification, which makes it a natural destination for compliant, premium Pakistani rice.

• Key uses: Supermarket and retail shelves, ethnic grocery channels, foodservice and online speciality stores.
• Preferred varieties: 1121 Basmati Rice (Long Grain), Super Kernel and related basmati lines, long-grain parboiled and steam rice, plus brown and speciality options for organic and health-focused segments.
• How we cater: EU-focused documentation and traceability, custom retail packing from 1–10 kg, compliant labelling (languages, nutrition panels, allergens) and structured, repeat supply programs.