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Get in touchNavigating global disruption in the Consumer industry
When the Strait of Hormuz closed in February 2026, the disruption rippled across the globe, reshaping supply chain routes and timelines. Rima Matar shares a behind-the-scenes look at how the role of a Key Account Manager shifts when supply chains are under pressure.
Guest post by Rima Matar, published on 8 June, 2026
February 28th, 2026, was not a normal day.
On a Saturday afternoon at 2:00 p.m., the situation escalated rapidly across the Middle East and the Gulf. Waterway disruptions began. The Strait of Hormuz closed the same day, and events unfolded rapidly. Ports across the Gulf were affected. Vessels were stuck or diverted, voyages ended early, and thousands of containers were suddenly left without a clear destination.
For our customers, particularly FMCG companies that I oversee, this was more than a logistics disruption. It posed a direct risk to continuity, product availability and trust. Shipments destined for supermarket and hypermarket shelves were at risk of missing critical delivery windows, with potential consequences for retailers, consumers and the communities they serve.
When logistics becomes something greater
Around 80% of my global customers operate in the FMCG sector. Their shipments provide essential products people rely on, such as food, everyday consumer goods and baby care items.
During moments like these, it becomes an all-hands-on-deck situation. Our mission was clear: keep products moving, ensure shelves remain stocked, and support the continuity of daily life.
In moments like this, the role of a Key Account Manager changes. It is no longer only about managing relationships or commercial outcomes. It becomes about accountability, leadership and taking responsibility for decisions that have real-world impact.
It becomes about humanity.
Rima Matar
Global Consumer Key Account Manager
In my role as a Key Account Manager for FMCG customers across MEA, Africa and Turkey, the response was about more than reacting to events as they unfolded. In several areas, preparation was already in place with real-time shipment visibility, live customer support and alternative routing solutions.
In situations like these, partnering alongside our customers is the key to success. What makes the difference is maintaining open communication with customers to understand and adapt to their evolving supply chain needs. To navigate this situation, our focus was on orchestrating supply chains to flex as conditions changed, while providing constant, clear communication to customers.
One example during this situation involved one of our global FMCG customers with critical food product shipments already en route when the disruption escalated. More than 2,000 containers were impacted across multiple trade lanes, with cargo effectively “in the water” and no clear final routing due to sudden port closures, congestion, and vessel diversions.
To manage this situation, we mobilised a fully coordinated response across commercial, operational and response management teams.
Our immediate priorities were to secure container movement from end-of-voyage locations such as Mumbai, Mundra, and Sri Lanka toward regional hubs, including Jeddah, Khorfakkan, and Salalah, and to activate land bridge solutions into the Gulf.
Real-time visibility and structured daily updates ensured full transparency, while decisions were continuously adapted as conditions evolved. At peak moments, we kept an open line of communication with customers and teams throughout the day to ensure full alignment, rapid decision-making, and continuous synchronisation on both operational priorities and evolving risks.
Thanks to our constant connection points with customers, shipments continued to move, and these critical products remained in circulation.
Navigating the disruption
In the face of this scale of disruption, it’s imperative for key account managers to partner with customers. Practically speaking, this meant maintaining constant communication and providing transparent updates, as conditions continue to change.
With end-to-end visibility already in place, customers understood where their shipments were and what options were available. Alternative routing and contingency plans were activated immediately, helping them see the situation clearly and act with confidence at a time when every hour mattered.
Communication did not stop at written updates. Each touchpoint was followed by direct meetings with customers to validate priorities, address questions, and adapt solutions to evolving supply chain needs. In the early phase, all teams worked around the clock to ensure service continuity across every stage of the supply chain. While the environment was demanding, shipments continued to move.
Most importantly, customers were never left to manage the situation on their own. Through proactive guidance, transparent information, and ongoing engagement, they experienced consistent support that remains in place today.
Customers may not remember every routing change or operational workaround. But they will remember who stood by them, who communicated clearly and who took ownership.
Rima Matar
Global Consumer Key Account Manager
What we learn from these moments
When a disruption passes, the operational details often fade. What remains is how partners showed up when it mattered most.
Customers may not remember every routing change or operational workaround. But they will remember who stood by them, who communicated clearly and helped offer peace of mind despite disruption.
They will remember those who brought solutions rather than excuses, and those who protected their supply chains in the short term while safeguarding their business in the long term.
In the immediate sense, this meant helping keep shelves stocked. Over time, it means strengthened trust and active collaboration.
About the author
Rima Matar is a Key Account Manager in the Consumer Global Account Program at Kuehne+Nagel, with over 16 years of experience in the supply chain industry across the Middle East and Africa. She partners closely with FMCG customers to ensure continuity, resilience, and long‑term success, supporting them through both stable operations and periods of disruption. With a strong focus on relationship building, collaboration, and proactive problem‑solving, Rima is driven to deliver measurable value and enhance the overall customer experience.
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