Kent’s Market commemorated Armed Forces Day by hosting its annual Meals for Military event in partnership with Operation Homefront, Associated Food Stores (AFS) and dozens of national and local vendors.
On May 16, volunteers lined up early to greet more than 400 military families, many of whom are lower-income service members stationed at nearby Hill Air Force Base. From 9:30 a.m. to 1 p.m., each family drove through and had their vehicles loaded with bags of groceries, household essentials, fresh produce, gift cards and other donated goods.
Since the program launched in 2021 with 50 families and two bags of groceries, it has grown each year. More than30,000 in labor, 30,000 in groceries and an additional 15,000 cash donation to Operation Homefront.
“It’s incredible to see how this event has grown year after year,” said Allen Christensen, marketing and advertising manager for AFS.
“Kent’s puts their all into this for their communities. When you see these families drive through and the looks on their faces, you realize just how meaningful this support is. It’s an honor for AFS to stand alongside Kent’s and our vendor partners in giving back to the men and women who sacrifice so much for our country.”
Several AFS leaders volunteered at the event, including Boyd Irving, VP of center store; Mindy Miller, VP of retail data analytics; David Panter, VP of business intelligence; and Todd Bell, VP of procurement, among others. Their presence reflected a commitment made by AFS senior leadership to support the event annually.
Kent’s Market President and CEO Jon Fawson personally invited AFS team members to participate, noting that more than 800 military members are currently deployed from Hill Air Force Base. “This is our way of giving back to those families who are sacrificing so much during this time,” Fawson said.
Volunteers from Operation Homefront, Hill Air Force Base, more than 25 vendor partners and AFS team members worked side by side to distribute products and load vehicles. In addition to groceries, families were treated to a barbecue meal prepared by Kent’s and entered into prize drawings for sporting goods, camping gear and outdoor equipment.
According to Operation Homefront, one in four junior enlisted military families report food insecurity. The Kent’s program has been recognized as best in class nationally by the nonprofit, which has exclusively partnered with Kent’s and AFS in Utah.
What this means for independent grocers
The Meals for Military event offers a replicable model for independent grocers seeking to build community goodwill while addressing a tangible local need. Partnering with a national nonprofit like Operation Homefront can provide structure and credibility, but the same concept can work with local veterans’ organizations or food banks. Key takeaways include:
- Start small, grow over time. Kent’s began with 50 families and expanded each year, allowing the store to refine logistics and build vendor support.
- Engage wholesaler partners. AFS senior leadership volunteered and provided financial support, demonstrating how a wholesaler-retailer partnership can amplify community impact.
- Make it a drive‑through. The contactless, efficient format allowed organizers to serve more families in a short time while reducing stress on volunteers and recipients.
- Highlight the need. One in four junior enlisted military families face food insecurity – a statistic that resonates with customers and motivates donations.
Independent grocers who serve communities near military installations should consider a similar event around Armed Forces Day, Veterans Day, or Memorial Day. Even a modest effort can generate lasting customer loyalty and positive local media coverage.
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About Kent’s Market and Associated Food Stores
Kent’s Market is a Utah‑based independent grocer. Associated Food Stores is a retailer‑owned wholesale cooperative serving independent grocers across the Intermountain West. Together, they have supported military families through the Meals for Military program since 2021.
