PepsiCo launches 'PepsiCo Rise Together' initiative in Pakistan to help rebuild livelihoods for flood-affected food cart vendors

The campaign aims to preserve Pakistan's street food traditions while supporting sustainable economic recovery

PepsiCo Pakistan, in partnership with the PepsiCoFoundation and leading micro-entrepreneurship nonprofit SeedOut, has launched the "PepsiCo Rise Together Program", Economic Empowerment Program a flagship social and economic empowerment initiative designed to help restore livelihoods and strengthen community resilience across Pakistan.

For decades, Pakistan’s street-food culture has been more than a culinary tradition, it has been a source of income for hundreds of thousands of micro-entrepreneurs whose carts bring flavour, familiarity, and vibrancy to city streets.

But rising inflation, declining consumer spending, and the devastating 2025 floods have pushed this vital sector to the edge, leaving many vendors without carts, savings, or the means to support their families.

Against this backdrop, PepsiCo Pakistan and its iconic brand 7UP, with support from the PepsiCo Foundation, have stepped forward with a program that blends economic recovery with human dignity.

This two-year economic empowerment program aims to reintegrate over 200+ street-food vendors in year one, positively impacting more than 1,600+ individuals, by providing modern food carts, interest-free microfinancing, and formal training in food hygiene, financial literacy, customer service, and business planning.

Implemented by SeedOut, the initiativecombines global corporate standards with community- level expertise, helping ensure support reaches the households most affected by recent economic and environmental shocks.
 

 

7UP’s leadership in this effort builds naturally on its long-standing connection to Pakistan’s vibrant food culture. 7UP will amplify the stories of participating vendors through a 360-degreestorytelling campaign, spotlighting their resilience, their challenges, and their journey back to stability.

The initiative reinforces PepsiCo Pakistan’s broader #InWithForPakistan focus on uplifting communities and contributing to sustainable national recovery.

 

FurqanAhmed Syed, Chief Commercial Officer, PepsiCo International Beverages & General Manager, PepsiCo Pakistan Beverages commented:

Street-food vendors are an essential part of both our culture and our economy. Helping them rebuild their livelihoods is the need of the hour, and this programme reflects our belief that corporations must play an active role in strengthening the communities they serve.

Street food shapes the pulse of our youth and our culture, and with this program, PepsiCo together with 7UP is proud to help uplift the vendors who keep that heartbeat alive every day.

Zain Ashraf Mughal, Founder & President, SeedOut expressed his thoughts:

True recovery begins when families regain dignity and the ability to earn sustainably. Through the PepsiCo Rise Together Program, we are not only restoring livelihoods, but rebuilding confidence, resilience, and long-term economic stability at the community level.

At SeedOut, we believe sustainable impact comes from empowering people with opportunity, not dependency.

Hatim Khan, Senior Director, PepsiCo Foundation stated:

This effort goes far beyond financialassistance, it is about restoring confidence, dignity, and opportunity.

 

The PepsiCo Rise Together Program is a testament to the power of collaborative, purpose-led action. By rebuilding one cart, one vendor, and one family at a time, the initiative aims to support sustainable economic recovery while helping preserve the flavours and traditions that define Pakistan’s street-food heritage.