Exporting specialty rice to Europe

European rice imports are on the rise. There is growing demand for specialty varieties like aromatic basmati rice, especially in northwest Europe. The United Kingdom leads this trend, driven by its large ethnic population. The market for speciality rice is small yet expanding. This includes organic and Fairtrade rice. However, Europe has strict requirements for pesticide residues and mycotoxins. This poses a challenge for exporters from countries like Pakistan and India. To succeed, ensure your rice stands out in terms of fragrance, colour and environmental and social impact.