Guwahati: Assam on Thursday took a significant step in promoting its agricultural produce in Europe as it exported its first consignment of GI-tagged Joha rice to the UK and Italy.Facilitated by the Agricultural and Processed Food Products Export Development Authority (APEDA), under the ministry of commerce & industry, in collaboration with the state agriculture department, the 25-metric tonne consignment has been exported following APEDA’s strategy to promote GI-tagged products by creating direct market linkages between producer groups and buyers.An indigenous variety cultivated in Assam, the aromatic Joha rice, which received the GI tag in 2017, had been earlier exported to Vietnam and five West Asian countries — Kuwait, Bahrain, Qatar, Oman, and Saudi Arabia. Reportedly, a consignemnt of one metric tonne had been exported to Vietnam, while each of the five West Asian countries received two metric tonnes of Joha rice respectively.“It is highly valued for its distinct fragrance, fine grain texture, and rich taste. With rising global interest in traditional and healthy grains, Joha rice is gaining recognition in premium domestic and international markets,” said state agriculture minister Atul Bora, who flagged off the shipment from Guwahati.“This first large shipment to the UK and Italy highlights Assam’s ability to meet international quality standards and increases global visibility of Joha rice. It will also benefit the farmers,” Bora said.Officials said the consignment will be transported to Kolkata by road and then shipped to Europe. Besides Bora, officials from the state agriculture department and APEDA were present during the flag off programme.
