KARACHI - Ensuring alignment between supply chain strategy and broader business objectives is an increasingly critical success factor in any competitive market as companies evolve to meet new challenges and conditions, says a press release. For companies dealing in agricultural products, frozen food, photographic film, chemicals and pharmaceutical drugs, the cold supply chain function has become an integral player in supporting overall business goals. These views were expressed by M Qaysar Alam, VP Supply Chain, Unilever Pakistan while talking about the Cold Chain Conference 2011 - titled 'Cold Chain in Pakistan: Current Capabilities and Emerging Trends - which is being organised by Supply Chain Association of Pakistan in collaboration with TerraBiz, at a local hotel here on Thursday. Qaysar Alam who is the President Supply Chain Association of Pakistan also highlighted that SCAP is the professional forum to discuss various areas of Supply Chain experts and industry representatives. Qaysar Alam also mentioned that the association is 2-year old now and working vigorously to disburse the knowledge regarding Supply Chain among masses and enhance the learning of the professionals so the challenges in Pakistan being faced by Supply Chain can be curtailed.