Premium aromatic rice from Assam reaches food connoisseurs in Europe

International markets are finally getting a taste of Northeast India's unique agricultural heritage. In a significant move for Indian trade, the Agricultural and Processed Food Products Export Development Authority (APEDA) recently coordinated the first-ever shipment of Joha Rice to the United Kingdom and Italy. This initial delivery consists of 25 metric tonnes of the specialty grain, marking a major milestone for farmers in the region.

Celebrating Global Recognition for Local Produce

Indigenous to the fields of Assam, Joha Rice is famous for its slender grains and a fragrance that sets it apart from common varieties. It earned its Geographical Indication (GI) status back in 2017, a label that protects its unique identity and confirms its origin. By reaching European shores, this "scented gold" is transitioning from a local favorite to a high-end global commodity.

Growing Production and Economic Impact

Farmers across several districts, including Nagaon, Baksa, and Golaghat, have dedicated over 21,000 hectares to this crop. For the 2024-25 fiscal year, production estimates sit at roughly 43,298 metric tonnes. These rising numbers suggest that the region is well-prepared to meet increasing international interest. The export was facilitated by Safe Agritrade Pvt. Ltd. and processed right in Guwahati, ensuring the value remains within the local economy.

Strengthening Northeast India Trade Links

Assam’s Agriculture Minister, Atul Bora, officially sent off this historic consignment. While this is the first large-scale push into Europe, Joha Rice has already made small appearances in Vietnam and several Middle Eastern nations like Qatar and Saudi Arabia. APEDA continues to work closely with state governments to ensure that traditional Indian crops receive the premium pricing they deserve on the world stage.

With Inputs and Image from: Rural Voice