Special Correspondent
NEW YORK: The delegation from the Rice Exporters Association of Pakistan (REAP), led by its Chairman Faisal Jahangir, concluded its visit to New York with a series of strategic engagements with leading importers, distributors, and retail stakeholders.
On the third and final day of the visit, the delegation visited the warehouse facility of Apna Bazar in Hicksville, Long Island, New York, where they were received by the owners, Mr. Deepak and Mr. Singh.
Detailed discussions were held on expanding the presence of Pakistani rice brands across Apna Bazar’s network of over 30 retail outlets spanning five U.S. states. The possibility of launching a private label dedicated exclusively to Pakistani rice was also explored, reflecting growing market potential.
The delegation subsequently visited Aahu Barah, a major importer of Pakistani rice in the United States. Discussions focused on operational challenges, particularly relating to compliance with pesticide residue standards and FDA clearance procedures at U.S. ports, with both sides exchanging views on facilitating smoother trade flows.
The day concluded with a visit to Best Foods in Edison, New Jersey. The delegation was received by the Chief Operating Officer, Mr. Rajesh Asrani, and General Manager, Mr. Taj Rizvi, who provided an overview of the company’s operations and extensive distribution network.
It was noted that Best Foods currently works with a range of leading Pakistani brands, including Nestlé, Tapal, Shan, EBM, and Pakola, and carries Zebra, a well-known Pakistani rice brand. The REAP delegation encouraged the company to further expand its portfolio of Pakistani rice brands in the U.S. market.
At the conclusion of the visit, Chairman REAP Mr. Faisal Jahangir and members of the delegation termed their New York engagements as highly successful, highlighting the valuable insights gained and the strong interest shown by U.S. partners.
The delegation also expressed appreciation for the facilitation and support extended by the Consulate General of Pakistan in New York, particularly the efforts of Consul General Mr. Aamer Ahmed Atozai and Trade & Investment Counsellor Mr. Adnan Mahmood Awan in ensuring the success of the visit.
The visit underscores Pakistan’s continued commitment to strengthening its presence in the U.S. market and promoting its premium rice exports through sustained engagement with key stakeholders across the value chain.
