GETENV() returns parent process variables only (it obviously means variables set at OS level).
You may set the variable for VFP process by API call:
DECLARE INTEGER SetEnvironmentVariable IN kernel32 STRING lcVarName, STRING lcVarValue
lnSuccess = SetEnvironmentVariable("pdfname", "c:\pdfs\clientname")
Now you can see this variable in cmd window created from VFP by
! cmd
and it should be visible for Bullzip called from VFP, also.