PepsiCo Launches Rise Together Initiative in Pakistan to Rebuild Livelihoods of Flood-Affected Food Cart Vendors

Introduction: A Timely Step Toward Economic Recovery

PepsiCo Pakistan has launched the PepsiCo Rise Together Initiative, a powerful social and economic empowerment program aimed at rebuilding the livelihoods of flood-affected street-food vendors across Pakistan. Introduced in December 2025, this initiative comes at a time when rising inflation, reduced consumer spending, and the devastating 2025 floods have severely impacted thousands of small food cart owners.

Street-food vendors are the backbone of Pakistan’s informal economy. From roadside samosas to bustling chaat carts, these micro-entrepreneurs provide affordable food while supporting millions of families. The PepsiCo Rise Together Program seeks to restore dignity, income, and hope to this vulnerable community.

Pakistan’s Street-Food Vendors: The Unsung Economic Heroes

Pakistan’s street-food culture is not just about taste—it is about survival and self-reliance. For decades, food cart vendors have played a vital role in:

• Providing low-cost meals to urban populations
• Supporting youth employment
• Sustaining family incomes without formal jobs
• Preserving local food traditions

However, the 2025 floods destroyed carts, equipment, and savings, pushing many vendors into extreme financial hardship. Without capital or access to loans, restarting a small food business became nearly impossible for many families.

The Impact of 2025 Floods on Micro-Entrepreneurs

The floods of 2025 caused widespread destruction across Pakistan. While much attention focused on infrastructure and agriculture, street vendors were among the hardest hit:

• Food carts were washed away
• Stock and utensils were destroyed
• Daily income stopped overnight
• Families lost their only source of livelihood

For these vendors, recovery required more than cash aid—it needed long-term economic support.

What Is the PepsiCo Rise Together Program?

The PepsiCo Rise Together Program is a two-year economic empowerment initiative launched by PepsiCo Pakistan, with support from the PepsiCo Foundation and implemented by SeedOut, a leading micro-entrepreneurship nonprofit.

The program is designed to restore livelihoods, build resilience, and promote sustainable income generation for street-food vendors affected by floods and economic shocks.

Key Objectives of the Rise Together Initiative

The initiative focuses on long-term empowerment, not temporary relief. Its main goals include:

• Reintegrating over 200+ food cart vendors in Year 1
• Positively impacting 1,600+ individuals, including families
• Supporting economic recovery at the community level
• Preserving Pakistan’s street-food heritage
• Promoting dignity, self-reliance, and resilience

How the Program Supports Street-Food Vendors

1. Provision of Modern Food Carts

Selected vendors receive new, modern, and hygienic food carts, helping them restart their businesses quickly and safely. These carts are designed to:

• Improve food safety standards
• Attract more customers
• Increase daily earnings
• Meet urban compliance requirements

2. Interest-Free Microfinancing

One of the most impactful features of the program is interest-free microfinancing, allowing vendors to:

• Purchase raw materials
• Manage daily operational costs
• Expand menu offerings
• Repay gradually without financial pressure

This model avoids debt traps and promotes sustainable growth.

3. Formal Training and Capacity Building

Vendors also receive structured training, including:

• Food hygiene and safety practices
• Financial literacy and budgeting
• Customer service skills
• Basic business planning
• Inventory and cash-flow management

These skills help vendors run their businesses professionally and profitably.

Role of SeedOut in Program Implementation

The program is implemented by SeedOut, a trusted nonprofit specializing in micro-entrepreneurship and economic uplift. SeedOut ensures that:

• Support reaches the most deserving households
• Funds are used responsibly
• Vendors receive continuous mentoring
• Impact remains sustainable and measurable

SeedOut’s community-level expertise bridges the gap between corporate resources and grassroots needs.

7UP’s Unique Role in Supporting Street-Food Culture

PepsiCo’s iconic brand 7UP plays a central role in the initiative, reflecting its long-standing association with Pakistan’s vibrant food culture.

Storytelling and Awareness Campaign

7UP will launch a 360-degree storytelling campaign to:

• Highlight real vendor success stories
• Showcase resilience and recovery journeys
• Build public appreciation for street vendors
• Encourage community support

By amplifying vendor voices, the campaign humanizes economic recovery.

Voices Behind the Initiative

PepsiCo Pakistan’s Leadership Perspective

Furqan Ahmed Syed, Chief Commercial Officer and General Manager at PepsiCo Pakistan Beverages, emphasized the urgency of the initiative. He highlighted that street-food vendors shape Pakistan’s youth culture and economic pulse, and supporting them is both a social responsibility and a cultural commitment.

SeedOut’s Vision for Sustainable Impact

Zain Ashraf Mughal, Founder and President of SeedOut, stated that true recovery begins when families regain dignity and sustainable earning power. He stressed that empowerment—not dependency—is the foundation of long-term economic stability.

PepsiCo Foundation’s Commitment

Hatim Khan, Senior Director at the PepsiCo Foundation, described the initiative as more than financial assistance. According to him, the program restores confidence, dignity, and opportunity, enabling communities to rebuild with pride.

Strengthening Community Resilience Across Pakistan

The Rise Together Program does not operate in isolation. It contributes to broader national recovery efforts by:

• Reducing unemployment at the grassroots level
• Supporting informal economy stabilization
• Encouraging responsible corporate citizenship
• Aligning with Pakistan’s post-flood recovery goals

By focusing on families and micro-businesses, the initiative strengthens community resilience from the ground up.

Preserving Pakistan’s Street-Food Heritage

Street food is an essential part of Pakistan’s identity. From Karachi to Lahore, these carts carry flavors passed down through generations. By rebuilding food carts, PepsiCo is also helping to preserve culinary traditions that define local culture.

Long-Term Economic and Social Benefits

The expected long-term outcomes of the initiative include:

• Stable household incomes
• Improved food safety standards
• Increased vendor confidence
• Stronger local economies
• Reduced reliance on charity

Each restored cart supports not just one vendor, but an entire family.

A Model for Corporate Social Responsibility in Pakistan

The PepsiCo Rise Together Program sets a new benchmark for CSR initiatives in Pakistan by:

• Combining global standards with local expertise
• Focusing on empowerment, not short-term aid
• Partnering with credible nonprofits
• Measuring impact beyond numbers

It demonstrates how corporations can contribute meaningfully to national recovery.

Conclusion:

The PepsiCo Rise Together Initiative is a powerful reminder that sustainable recovery starts with people. By rebuilding one cart, one vendor, and one family at a time, PepsiCo Pakistan, the PepsiCo Foundation, SeedOut, and 7UP are helping restore livelihoods, dignity, and hope across flood-affected communities.

As Pakistan continues to recover from economic and environmental challenges, initiatives like Rise Together show how purpose-led collaboration can create lasting change—keeping both livelihoods and cultural traditions alive.

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