From Frontier to Global: EBM CEO Dr. Zeelaf Munir Rebrands Pakistani Consumers as "Value Seekers" at Gulfood 2026. -

Pakistan’s FMCG leadership took center stage at the Gulfood World Economy Summit 2026 in Dubai, as Dr. Zeelaf Munir, CEO of EBM and Chairperson of the Pakistan Business Council, debunked global myths about frontier markets. Speaking on a panel titled “Frontier Growth Markets: Where the Next Billion Spends,” she clarified that Pakistani consumers are not just “bargain hunters” but sophisticated “value seekers” who prioritize trust, reliability, and quality over low prices.

Key Highlights of EBM’s Participation:

Strategic Perception Shift: Dr. Munir highlighted that frontier market consumers are far more discerning than perceived, increasingly prioritizing product safety and relevance.
The Launch of Piper’s Gold: In a move to back these words with action, EBM unveiled its new luxury master brand, Piper’s Gold. This premium line underscores the company’s commitment to craftsmanship and an elevated sensory experience, aimed at high-end export markets.
Manufacturing Hub Vision: Dr. Munir emphasized that by maintaining non-negotiable global manufacturing and food safety standards, Pakistan can transform from a consumption-led economy into a global hub for value-added exports.
Market Scale: She noted that Pakistan’s urban population is approaching 40%, creating a resilient consumer base of over 90 million people.
Global Footprint: With 12 years of consistent participation at Gulfood, EBM currently operates in 32 international markets, showcasing the resilience and global quality of Pakistani brands.

Pakistan marked its largest-ever presence at Gulfood 2026 with a total of 142 companies participating, signaling a major push to integrate into global food value chains.