Purpose This research employs a transformative service lens to examine the role of the supply chain ecosystem in ensuring the health and safety of employees and customers as a well-being outcome during the coronavirus disease of 2019 (COVID-19) pandemic. Design/methodology/approach This is a conceptual paper examining the response of the supply chain to the current food crisis caused by the pandemic. Findings Based on the service-dominant logic (SDL) paradigm, the COVID-19 examination of the supply chain ecosystem provides a foundation for further research employing a transformative lens. Research limitations/implications The COVID-19 situation is primarily explored from a Western, educated, industrialised, rich and democratic (WEIRD) societies’ context. Future research should explore the applicability of the transformative service lens to other societies. Practical implications The conceptual discussion and research agenda provide direction for researchers, practitioners and policymakers towards a transformative supply chain ecosystem. Originality/value This research includes the well-being of employees and customers in the service supply chain outcome measures, draws supply chain management into the TSR domain, while also solidifies a service ecosystem perspective of supply chain management.
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