'We Are Very Used to Mission-Critical': How SpartanNash Is Getting Supplies to Ukrainians

Beyond its nationwide retail and distribution businesses, Grand Rapids, Mich.-based SpartanNash also operates a $1.89 billion military business segment, supplying commissaries and exchanges at U.S. military bases across the globe. Following Russia's invasion of Ukraine on Feb. 24, SpartanNash quickly mobilized its domestic and international supply-chain networks to gather and pack critical food and supplies and ship them to humanitarian teams in Warsaw, Poland—committing in the process to donating more than $1 million in products ranging from energy bars to personal hygiene items. The company also made an immediate cash donation of $25,000 to not-for-profit logistics partner Convoy of Hope.

"This is a humanitarian disaster, and SpartanNash is uniquely positioned to support Ukrainians in addition to the American military heroes who are serving on the front lines of this crisis," SpartanNash President and CEO Tony Sarsam said in a news release about the company's response.

Last week, a first container of donations left SpartanNash's military distribution headquarters in Norfolk, Va., thanks in no small part to the efforts of Sharon Fleener, the company's director of export services regulations. Fleener spoke with WGB about how the effort came together on the ground and what it means for SpartanNash to be able to seize on its military know-how and an all-hands-on-deck mindset in support of crisis response. 

Christine LaFave Grace: How did you and the SpartanNash team mobilize as quickly as you did? 

Sharon Fleener: It literally took full effect and sprung into action in a matter of days, which would normally take weeks. Even just booking a container takes anywhere from one to two weeks, sometimes three, with what’s happening in the world and in the supply chain.

Basically, we’ve been shipping groceries for more than 40 years to our military heroes and their families overseas. So this really was connected to what we do every single day here out of our military division in Norfolk, Va. We deal with about five ocean carriers, but there was one in particular that immediately jumped into gear and raised their hands when I called them—Hapag-Lloyd. And they said, “You know what? We will donate a container for this first mission.” I was really stressing on the timeline—the ship was leaving within days, and in order for us to get there and be first out there to help, because every single moment is precious—and they said, “Don’t worry about the lead time on the booking; we’ll give you an empty, and then you can go ahead and load it and beyond your way.” So huge kudos to Hapag-Lloyd for donating that.

And then we were able to get with Convoy of Hope—they couldn’t believe we were able to get an empty that quick. I introduced the both of them, and they quickly were able to get the documentation for them to take the second leg once it arrived in Warsaw, Poland.

Have you managed an operation like this one previously?

Absolutely. We are very used to mission-critical. With the Afghanistan refugees, that literally was in a matter of hours that we had tri-walls packed and ready to go and being airlifted right on the front lines. This fits perfectly in our wheelhouse, and we just saw this as an opportunity. When we hear things like this, it’s an immediate ready, set, go.

It was truly a no-thought thing, because this is what we do.

Could you say a little more about your relationship with Convoy of Hope?

Convoy of Hope is absolutely amazing. They’re doing what our mission is every single day—giving back. The pride that we take in just supporting our military heroes and their families overseas and not just that, our neighborhoods and communities—if someone needs help, it’s not even a thought for us to say, “How can we be of service?” Service is a huge piece of what we are, and partnering with Convoy of Hope, it just enlarged our circle, if you will. I appreciate them more than one will ever know.

How did this come together on the ground?

We’re always in talks with the folks over in Europe and all of our destinations, even as far as Africa and Bahrain. So we’re always assessing what those items are that are needed. Our procurement team does an absolutely wonderful job with keeping on-hand stock, and our relationship with suppliers is phenomenal. And we keep our owned-brand items plenty in stock, ready for action, especially on those emergency items. So it really truly was a ready-set-go at all times, because we have those items mostly on hand.

What is unique about responding to this crisis?

A lot of people have asked me, “How are you able to do this?” Or ask: “How can I donate? How can I get on your container?”

People don’t think about, “How does the product get there?” It’s an extremely intricate and very delicate passageway, if you will. The United States has their own regulations and standards for the United States. Every single country has their own, as well. The United States is always in negotiations with them in products coming over there. They have 1,500 regulations that have to be adhered to—the documentation, the customs, knowing the inspections, etc. Then you have that whole leg of getting to your final destination, which is not easy. You have the rails, and then if you are taking in humanitarian products, you have to guide it and watch it along the journey.

Even though it happened in moments, I don’t want to lower the risk factor that’s involved. It’s very, very dangerous. It’s not complete until we see that final, “It’s there.”

There are a lot of intricate details that go into the journey from here to there.

How have SpartanNash employees on the ground responded?

There was truly no hesitation. It truly was, “Oh, this is what we’re doing? Let’s get at it.” I really didn’t have to ask anybody to do anything. Most of our folks that are here have a military background. I have lived overseas my entire life. It’s a part of our culture here; it’s a part of our mission at SpartanNash. People are so excited and ready to help. We are a family.