APAG’s new era: An exclusive conversation with the CEO Mr Ahmad Ghulam Hussain

APAG CEO discusses the new direction of the company and its future plans

As APAG steps confidently into its New Era, marked by innovation, strengthened values and a refreshed corporate identity, the company continues to build on more than four decades of trust.

In this exclusive conversation, CEO Ahmad Ghulam Hussain reflects on APAG’s evolution, the meaning behind its renewed direction, and the vision for the future.

 

Q: APAG has been part of Pakistan’s everyday life since 1981. How would you describe the journey so far?

A: It has been a deeply personal journey. APAG began as a family dream built by three brothers who believed in quality, hard work and service. Over the years, that dream has grown into a company that now supports households across the country. We’ve expanded, diversified and modernised, but our core values remain exactly the same.

 

Q: What inspired the decision to refresh APAG’s corporate identity at this stage?

A: The refreshed identity reflects who we are today, dynamic, progressive and ready for the future. We wanted a look and feel that honors our heritage while signaling clarity, confidence and growth. It’s a natural evolution of the APAG story, not a departure from it.

 

Q: How does this renewed identity strengthen your relationship with consumers?

A: Our consumers have always been at the center of every decision we make. Whether it’s Soya Supreme, Smart, Malta or our B2B / Bulk range, people trust us for consistent quality. The updated identity reinforces that trust. It reflects our commitment to reliability, health, taste and continuous improvement.

And today, this commitment to quality is not just for Pakistani households and businesses, it also enables us to export our products, making trusted Pakistani brands available internationally.

 

Q: Soya Supreme is known for its Unique UHT Purification Process. Why is this so important?

A: The UHT Process is one of our biggest strengths. By treating the oil at ultra-high temperatures with precision, we achieve superior hygiene, exceptional purity and a longer shelf life. Families can rely on every bottle for safety and quality, and that dependability is central to the Soya Supreme promise.

 

Q: APAG has often been described as a “family company.” What does that mean to you personally?

A: Family is at the heart of everything we do. This company was built by the generation before me, and today my generation carries that legacy forward with pride. But it goes beyond ownership, every one of our employees is part of that family. Their dedication and belief in APAG make our journey possible. “Family company” to us means culture, values and shared responsibility.

 

Q: APAG’s new era places strong emphasis on wellness. How does this focus shape the company’s culture and way of working?

A: Wellness is becoming a defining part of how we operate. While it’s a recent focus, it reflects our belief that a healthier, more supported workforce is essential to APAG’s future. We’ve introduced initiatives around nutrition awareness, physical fitness, mental wellbeing and overall workplace safety—creating an environment where people feel valued and motivated.

This shift is already strengthening our teams, improving collaboration, and enhancing productivity. As we move forward, wellness will continue to shape our culture and decision-making, because caring for our people is fundamental to delivering quality to our consumers.

 

Q: Innovation has been central to APAG’s growth. How do you sustain it across your portfolio?

A: For APAG, innovation means anticipating consumer needs before they arise. Across our portfolio whether oils, banaspati, sauces or margarines; we focus on enhancing quality, refining formulations, upgrading technology and improving packaging. Every step is designed to raise standards, ensure consistency and add real value to everyday life.

 

Q: What excites you most about APAG’s next chapter?

A: The opportunity to build on our heritage while embracing new possibilities—new categories, new technologies and new ways to serve our communities. This renewed identity marks an important milestone, but it’s also a beginning. The future holds tremendous potential, and we’re ready for it.

As APAG enters this New Era, its legacy of trust combined with renewed ambition, continues to guide the company forward, strengthening its promise of quality, wellbeing and impact across Pakistan.