Kibsons’ evolution from a traditional fresh-food distributor into one of the UAE’s fastest-growing e-commerce brands is a masterclass in strategic reinvention. In this keynote, Halima Jumani reveals how the company re-engineered its supply chain, operational model, and customer experience to meet the demands of a digital-first consumer base, while preserving the quality, trust, and price competitiveness that defined its legacy business. She explores the pivotal decisions behind Kibsons’ high-velocity growth: investing in cold-chain resilience, leveraging technology to unlock speed and transparency, reshaping last-mile execution, and cultivating a people-centred culture capable of supporting rapid scale.