Pakistan’s largest basmati rice exporter, Matco Rice Processing (Pvt) Limited, represented the country’s highest quality rice at the 3rd Edition of Canada Pakistan Trade Expo in Ontario, Canada. The exhibition was organized with Federation of Pakistan Chambers of Commerce and Industry (FPCCI), and Consulate General of Pakistan in Toronto, with the sole purpose of creating awareness about business opportunities existing in Pakistan. Matco Rice displayed its Flagship brand “Falak” which is one of the highest selling brands in Canada and is available in all SKUs. Expressing his views on the occasion, Jawed Ali Ghori, Chairman of Matco Rice said, “We at Matco Rice strongly believe that the lifeblood of global market is trade. The Canada Pakistan Trade Expo has given us the opportunity to display our top quality rice brands and enhance the economic significance by creating more demand of our brands globally”. Responding to a question which was put forward by a Canadian journalist interviewing him during the exhibition, Jawed Ali Ghorisaid, “There is so much to be gained from improved branding and marketing practices within the rice industry in Pakistan, our competitors are selling our rice by developing them into their own brands through value-addition and retail packaging. Pakistan could easily double the current amount of foreign exchange earnings by focusing on brand development instead of exporting in bulk quantity”.