Some time ago, a news item grabbed my attention – Loralai Olives, a Pakistani brand, was awarded the ‘Best Olive Oils of 2025’ title at the New York International Olive Oil Competition (NYIOOC).In the midst of depressing news where everything seems to be going wrong, this news brought some comfort to me and hundreds of others who still believe in the potential of our people.This recognition is a milestone for Pakistan’s emerging olive oil industry, as it is the first Pakistani brand to achieve such recognition on an international level.
I was curious to know more about the brand and how it reached this level, but I couldn’t find the right link to the right person.Fortunately, a few weeks ago, I happened to attend an event at the Russian Friendship House, Karachi.
It was a women-centric event where successful women from various fields were invited to share their success stories.And there I spotted Aiza Imran, brand manager at Loralai Olives.I was excited to see the right person in front of me.So, as soon as speeches were over, I did not waste any time in reaching out to her.
I introduced myself and expressed my interest in interviewing her.She gladly agreed.She was soft spoken and had a pleasant personality.
In our candid interview, Aiza talked about her journey and envisioned a prominent position for Pakistan in the international olive oil market in the near future.Read on…
You! Tell us a bit about yourself?
Aiza Imran: I’m currently pursuing my bachelor’s degree in Entrepreneurship from IU International University of Applied Sciences, Germany, which I’m completing remotely while working as a Brand Manager and Founding Member at Loralai Olives.
My journey has always revolved around innovation – whether that’s in agri-tech, sustainability or building brands that truly connect with people.I’ve always loved merging creativity with strategy and that’s what makes brand management so fulfilling for me.
You! What was the inspiration behind starting this venture?
AI: Loralai Olives started a year ago and has since evolved into a national brand.The concept originated from Mr Shaukat Rasool – our CEO and Founder – whose extensive experience in agriculture and the olive sector laid the foundation for the brand.The brand is named after the Loralai district of Balochistan, where its olives are grown.
Loralai Olives began with a vision to put Pakistan on the global olive oil map.I was drawn to it because it sits at the intersection of agriculture, sustainability and storytelling.The idea of representing a premium Pakistani product that rivals global standards was incredibly inspiring.
I wanted to help shape a brand that reflects both our roots and our modern identity.
While our production originates in multiple regions of Pakistan – including Balochistan’s olive belt, KP and Punjab – our headquarters are based in Karachi.
You! What challenges did you face initially in building your brand in a country where ghee and vegetable oils dominate?
AI: The biggest challenge was changing perceptions.Most consumers were either unaware of olive oil’s health benefits or didn’t believe that Pakistan could produce premium-quality olive oil.Educating people, building credibility and competing with decades-old household habits required persistence – but seeing the shift in mindset now makes it all worth it.
You! How excited are you about your brand winning Pakistan’s first globally award-winning extra virgin olive oil?
AI: Honestly, it feels surreal.We received the ‘Best Olive Oils of 2025’ award this year from the New York Olive Oil Competition, which celebrates excellence in olive oil production worldwide.We knew we had something special, but being recognised by a renowned organisation validated our team’s and founder’s hard work.Competing alongside established Italian, Spanish and Greek brands can be intimidating -but it proved that our standards match the very best.
It’s not just a win for our brand – it’s a win for Pakistan and its entire olive oil industry.
You! How has it impacted the company’s journey?
AI: Since then, we’ve repositioned Loralai Olives as Pakistan’s first globally recognised premium EVOO (Extra Virgin Olive Oil), which has strengthened consumer trust and opened doors for international exports.
You! What do you think sets Loralai’s olive oil apart from international competitors like Italian, Spanish or Greek brands?
AI: It’s our terroir – the soil and climate of Pakistan – that give our olives a distinct flavour profile: bold, peppery and full-bodied.We’re also a farm-to-bottle brand – everything from cultivation to extraction happens under one system of traceability and purity, unlike many international producers that have become industrialised.
You! Can you tell us briefly about the process – from cultivating to manufacturing and from packaging to distribution?
AI: Our olives are handpicked from different regions of Pakistan, cold-pressed within hours of harvesting to retain their nutrients and processed under strict quality standards.We use modern extraction technology to ensure purity and our bottles are designed to preserve freshness and flavour from farm to table.
You! Compared to other cooking oils, olive oil is expensive.As a brand manager, how do you educate consumers about its health benefits and encourage them to integrate it into daily cooking?
AI: We focus on education through storytelling – digital campaigns, tasting events and influencer collaborations – that position olive oil not just as a luxury but as a lifestyle.I help design campaigns that simplify health benefits and show practical ways to use EVOO daily, from salads to sautéing.
You! As a woman brand manager in Pakistan’s agriculture sector, what unique challenges and opportunities have you experienced?
AI: It’s definitely a male-dominated space, especially in agriculture, but that also means there’s room to break stereotypes.I’ve learned to use creativity and emotional intelligence as my strengths – they help me connect with audiences in ways data alone can’t.It’s empowering to lead campaigns that give women a stronger voice in agribusiness.
You! What do you like most about your work?
AI: Seeing an idea grow into a brand that people love is the most rewarding part.I thrive on creativity – brainstorming campaigns, refining packaging and finding fresh ways to tell our story.
What energises me most is when people try our oil and say, ‘Wait, this is Pakistani?’ That moment of pride drives everything.
You! What has been your most career-defining moment that you are proud of?
AI: Leading Loralai Olives’ branding transformation – from packaging to storytelling – and seeing it win global recognition has been incredibly defining.
You! What’s the greatest risk you’ve taken as a professional?
AI: Balancing two demanding roles – one in agri-tech and one in brand management – was a huge risk, but it taught me that the best growth happens outside comfort zones.Each role feeds the other: technology sharpens my strategic thinking and branding hones my creativity.
You! Can you tell us a bit about your Khaity app?
AI: Khaity is an AI-powered agricultural platform that empowers farmers through smart data, remote sensing and a digital marketplace of over 10,000 agri-products.The Khaity app has been a key player in bringing technological advancement to the agricultural industry, especially in the olive sector, with over 20,000 registered users.The app has created a digital marketplace by collaborating with various vendors to provide agricultural products such as fertiliser, tools and more, which farmers can buy anywhere in Pakistan.Our unique proposition is that we deliver these products to farmers within 24 hours of placing an order.The app also provides insights on crop health, simplifies access to vendors and promotes sustainability – ultimately helping to increase agricultural productivity and farmers’ income.
You! Olive farming has been promoted in Balochistan and Punjab as part of agricultural development.How does Loralai contribute to supporting local farmers?
AI: We source directly from local olive farmers and ensure they are fairly compensated.Our agronomists work closely with them to improve yields and quality.
By integrating farmers into our supply chain, we make them long-term stakeholders in our success, not just suppliers.
You! What misconceptions do people have about olive oil, and how do you address them?
AI: Many people still believe that olive oil can’t be used for cooking or that only imported oils are authentic.We counter this through awareness content and cooking demos that highlight the quality and versatility of Pakistani EVOO.
You! Do you think Pakistanis, especially women, are becoming more health-conscious?
AI: Yes, Pakistani women are becoming more health-conscious and ingredient-aware, which gives us hope for a healthier future.
You! What sustainability or ethical sourcing practices does Loralai follow?
AI: We are working toward fully traceable sourcing, ensuring that every bottle can be traced back to its origin.Our packaging is eco-friendly and we’re continuously exploring low-impact production methods to minimise waste and environmental footprint.
You! What is your most treasured possession?
AI: Probably my journal – it holds years of ideas, reflections and little moments of clarity that have shaped who I am.
You! How do you maintain balance between family life and work?
AI: I’ve learned to be fully present – if I’m working, I give it my all; if I’m with family, I put my phone away.Balance isn’t about equal hours; it’s about giving the right energy to the right moment.
You! What advice would you give to young marketers or brand managers who want to build impactful brands in Pakistan?
AI: Be authentic.Understand your audience deeply.
Don’t follow trends – create your own narrative.A brand’s power lies in its why, not just in its what.And above all, stay curious; marketing evolves every single day.
You! Are you working on any exciting new projects?
AI: Yes.
We have recently launched ‘Fajr’ – a new product line featuring unique packaging styles and multiple EVOO varieties.With minimal processing and cold extraction within hours of harvest, Fajr retains the maximum polyphenols and nutrients, making it one of the purest forms of Extra Virgin Olive Oil available in Pakistan.
You! How do you see Pakistan’s olive oil industry evolving in the next decade?
AI: I see it becoming a national strength.With the right awareness, infrastructure and farmer support, Pakistan can easily emerge as one of Asia’s major olive oil producers.We’re just at the beginning of something transformative.
Erum Noor Muzaffar is the editor of You! magazine.She can be reached at [email protected].
