1. Leading the Way in Sustainable Agriculture
In December 2024, Matco Foods made headlines by joining the Regenerative Production Landscape Collaborative – Pakistan (RPLC‑P) alongside WWF. Through this initiative, the company is working with rice farmers—especially smallholders—to implement regenerative farming methods that improve soil health, boost biodiversity, and enhance long-term crop yields. As one Matco director put it, this move is “empowering our value-chain partners—the farmers”—with a goal of strengthening Pakistan’s rice sector while protecting the environment Business Recorder+15LinkedIn+15LinkedIn+15.
2. Effie Award for “Falak Purana Chaawal” Campaign
In May 2025, Matco Foods celebrated a major marketing triumph: earning an Effie Award 2025 for its “Falak Purana Chaawal” campaign. The initiative artfully blended nostalgia with storytelling, tapping into the emotional value of traditional rice to connect with consumers. According to Matco staff, the campaign was “about reviving emotions, preserving traditions, and reconnecting people to cherished memories through the flavors of the past” LinkedIn+1MatcoFoods+1.
3. Highest Exporter of Basmati Rice in 2024
Matco’s prowess in global markets was also highlighted when it received Pakistan’s Highest Exporter of Basmati Rice Award in 2024. The company proudly supports Pakistani rice diplomacy, exporting premium Falak brand rice to over 28 countries, and reinforcing its role as a key ambassador of sustainable agriculture LinkedIn+7Instagram+7MatcoFoods+7.
💡 Why These Moves Matter
| Focus Area | Impact & Strategy |
|---|---|
| Environmental Leadership | By integrating regenerative farming, Matco is improving soil resilience and sustainable yields—supporting both community health and agri-ecosystems. |
| Brand Storytelling | The award-winning campaign demonstrates Matco’s ability to emotionally engage consumers, reviving the lost value of heritage in a modern marketplace. |
| Global Market Positioning | Recognition as top exporter and expansion into 28 countries highlights Matco’s leadership in quality, sustainability, and global reach. |
🔭 Looking Ahead
- Expansion of RPLC‑P: Matco will likely deepen its collaboration with WWF, scaling up regenerative agriculture programs and expanding by 2026.
- New Campaigns: Following the success of “Purana Chaawal”, expect more culturally-rich, emotionally resonant marketing aimed at both local and international consumers.
- Sustainability KPIs: Watch for Matco to release carbon, water, and biodiversity metrics as it strengthens its ESG (Environmental, Social, Governance) transparency.