Dubai, UAE – January 27, 2026
At Gulfood 2026, Salesflo’s leadership continued to shape industry dialogue as Zain Shamsi, Chief Commercial Officer at Salesflo, joined senior industry peers for the panel discussion “Adopting Cutting-Edge Technology to Enhance Food Supply Chains.” The session, which brought together a cross-section of global logistics and commercial experts, moderated by Katie Chambers, International MC and Broadcast Journalist:
- Alena Kavalchuk, Supply Chain Director – Mair Group
- Hasan Salah, Supply Chain & Procurement Director – Sunbulah Group
- Zain Shamsi, Chief Commercial Officer – Salesflo
- Jackson Engunda Essandia, Managing Director – Boma Nzala
- K B Balmurali, Chief Operating Officer – Transworld
Drawing on his extensive experience leading commercial strategy for large-scale FMCG and F&B operations, Zain Shamsi shared practical insights into how technology must move beyond visibility and reporting to actively enable execution across complex supply ecosystems.
“Food supply chains today operate under unprecedented pressure—from demand volatility to cost inflation and service-level expectations,” Zain Shamsi said during the panel. “Technology has to do more than inform decisions. It must orchestrate execution across sales, distribution, and retail to ensure products move faster, smarter, and with minimal friction.”
Reimagining Food Supply Chains Through Intelligent Execution
As food manufacturers and distributors face growing operational complexity, Zain emphasized that disconnected systems and manual processes are no longer sustainable. He highlighted how real-time data, AI-powered insights, and mobile-first execution platforms are becoming essential to synchronize frontline activity with broader supply chain objectives.
According to Zain, modern food supply chains require:
- End-to-end visibility from production to point of sale
- Faster decision-making driven by real-time market signals
- Technology that empowers frontline teams to execute with precision
- Reduced waste, improved availability, and stronger service levels
“The real transformation happens when commercial and supply chain execution are tightly connected,” Zain explained. “When sales teams, distributors, and operations work from a single source of truth, organizations can respond to market changes instantly instead of reacting weeks later.”
Insights from the Panel Discussion
During the session, Zain engaged with fellow panelists on:
- How cutting-edge digital platforms are improving supply chain agility and responsiveness
- The role of AI and automation in reducing inefficiencies and operational blind spots
- Practical approaches to scaling technology adoption across large, fragmented food distribution networks
- Aligning commercial execution with supply chain performance to drive sustainable growth
The discussion reinforced the idea that successful supply chain transformation depends not just on innovation, but on adoption at scale, particularly among frontline commercial and distribution teams.
“Technology only delivers value when it’s designed for the people using it every day,” Zain noted. “Adoption, usability, and execution discipline are what ultimately determine supply chain performance.”
Salesflo at Gulfood 2026
Salesflo’s participation at Gulfood 2026 as Technology Innovation Partner underscored its commitment to enabling smarter, more connected food supply chains. Zain’s panel participation further strengthened Salesflo’s position as a strategic technology partner for F&B and FMCG organizations navigating digital transformation at scale.
About Gulfood 2026
Gulfood is the world’s largest and most influential food and beverage exhibition, held annually in Dubai. For over two decades, it has brought together global brands, manufacturers, distributors, and industry leaders to shape the future of food, trade, and commercial growth across international markets.
About Salesflo
Salesflo is an enterprise SaaS Sales Enablement platform delivering Agentic Commerce for FMCG, CPG, and F&B brands operating at scale. Trusted by leading global brands, Salesflo supports over $8B in annual transactions across 5,000+ distribution sites and 300,000+ retail outlets worldwide.
Salesflo’s Agentic Commerce capability extends beyond traditional sales enablement by providing execution governance, enabling teams to run commercial operations with discipline, consistency, and efficiency at scale. Built on AWS and Google Cloud, and certified for ISO 27001 and SOC 2, Salesflo operates across MENA and Asia Pacific, supporting mission-critical commercial operations.
