ISLAMABAD: Demand of Pakistani rice has increased due to its special fragrance, colour and quality across the world.

A spokesman of Agriculture Department said the Agriculture Department has launched a special campaign about toxin-free paddy crops this year, Radio Pakistan reported on Monday.

He said international rice export companies have lauded the initiative of the agriculture department.

Pakistan produces world class rice and has a well-developed rice processing industry as proven by its exports to high-end and the most sensitive markets around the world.