Dr Zeelaf Munir, Managing Director and CEO of English Biscuit Manufacturers (EBM), emphasised the discerning, value-driven nature of frontier-market consumers, such as those in Pakistan, at the Gulfood World Economy Summit 2026 in Dubai.

She highlighted that elements like disciplined affordability and trust-based manufacturing are vital for companies in frontier markets to develop export-ready businesses. The summit focused on how large domestic markets can promote value-added exports.

Dr Munir noted that frontier markets are increasingly recognised for their scale and adherence to international standards. The outdated perception of these markets as low-cost, high-risk environments is changing, acknowledging their resilience and competitiveness. EBM aims to create products that balance affordability with global quality standards, which is essential for success both domestically and in export markets.

During the summit, EBM launched its luxurious biscuit line, Piper’s Gold, showcasing the company’s commitment to value-added exports. Over the past 12 years, EBM has utilised Gulfood to strengthen international partnerships and enhance its global presence, demonstrating how Pakistani manufacturers can thrive amid global challenges.