As part of ongoing efforts to connect team members with the work happening across Associated Food Stores, dozens of employees from the corporate office recently visited Project ROAR — many experiencing the transformation firsthand for the first time.
Project ROAR, one of the largest operational initiatives in AFS history, is modernizing the company’s distribution and warehouse operations through new technology, automation and process improvements designed to better serve retailers and customers for years to come. The project includes significant automation upgrades at the distribution center aimed at improving efficiency, accuracy, capacity and safety while positioning AFS for future growth.
For many visitors, the tour offered a firsthand look at the scale of the work underway and the people helping bring it to life.
“The first impressions were really exciting,” Tony Merrill, general manager of the distribution center, said. “A lot of people had seen videos of Project ROAR before coming out but seeing it in person obviously adds to their perspective. They were honestly mesmerized by what the system can do and by the overall scale of the operation.”
Tony said one of the biggest takeaways was the level of curiosity and engagement from visitors throughout the tours.
“People really wanted to understand how it all works and what it means for the future of AFS,” he said. “There’s a lot of information to take in, but the engagement was incredible. Many of the team members stayed afterward for lunch and continued asking questions and talking together. It really felt like ‘One Associated’ in action.”
During the visit, team members walked through key areas of the facility, learned about the new systems and equipment being implemented and saw how the project is designed to support nearly every part of the organization — from warehouse operations and transportation to store teams and the independent retailers AFS serves.
While much of the work behind Project ROAR takes place inside the distribution center, leaders emphasized that its impact extends far beyond the warehouse floor.
The project is expected to help improve product flow, increase operational efficiency, support continued growth and create a stronger experience for retailers and their customers. Team members also learned how the investment will help create safer, more streamlined workflows for employees while expanding AFS’ ability to meet future demand.
For many first-time visitors, seeing the operation in person helped bring the project into perspective.
“I was honestly in awe,” Steve Maryfield, marketing specialist, said. “Seeing the scope and grandeur of Project ROAR in person was incredible. There are so many moving parts, so much coordination and innovation happening behind the scenes. It really opened my eyes to how this project will advance our business in ways many of us probably can’t even fully imagine yet.”
The tours also provided an opportunity for team members from different departments to better understand how their work connects to the broader organization and how Project ROAR supports AFS’ long-term mission of helping independent retailers compete and succeed.
As Project ROAR continues moving forward, leaders say opportunities like these tours help strengthen collaboration and reinforce the shared effort behind one of the company’s most significant investments in the future.