It was stated by the Honourable Secretary Agriculture, Government of the Punjab, Muhammad Mehmood in a Rice Seminar, which was held on 7th September at a local hotel in Gujranwala. In his key speech, he said that the farmers should grow crops keeping in view the need of the industry/ market. In this way, the farmers will not only get reasonable profit but also check the glud formation of the produce. He further highlighted the subsidies provided by the Government of the Punjab to the farmers on the agri. inputs. He disclosed that department has made marketing procedures/ ways, which will ensure the direct involvement of farmer in marketing of his produce in a profitable way, avoiding the middleman issues. Dr. Abid Mehmood, Director General Agri. (Research) stressed the demand driven research according to the market needs. He highlighted the research endowers by RRI, KSK and pointed out that the area, production and yield increased 562, 1284 and 109 percent, respectively owing to the significant contribution of varieties, technology adoption and production enhancement techniques since 1947 to date. He further added that the research activities are strengthened for quality rice and that’s why promising lines which are flood and bacterial leaf blight resistant and salt tolerant are in the pipe line, in addition to the development of basmati hybrid. Dr. Muhammad Akhter (Director) highlighted the crop production technologies for the farming community with especial emphasis on the new approaches like direct seeded rice (DSR). He further added that need of crop residue management, as by burning not only smoke produce but toxic gases pollute the environment too in addition to wastage of precious organic matter. The other speakers talked about nutrient management, insect pest and disease management, better way to apply pesticides in rice crop, rice harvesting, storage and export. The chairman, rice research & development board, representatives of farmers/ associations, MPA and Ex MNA also addressed the seminar. A rice exhibition was also arranged at the seminar depicting the rice research activities of the institute in the light of past, present and future research outcomes. A great number of farmers (3500) took keen interest in the event and their quarries were addressed accordingly.