BACKGROUND: The SuperShelf intervention transformed food pantries into welcoming spaces to make the healthy choice the easier choice for clients. This qualitative study aimed to understand the transformation process and its effect on the food pantry environment and client experience. METHODS: Staff and volunteers from eight food pantries participating in a group-randomized SuperShelf evaluation were interviewed using semi-structured interview guide for a total of 32 interviews. Participants were interviewed in person before the intervention implementation in 2018 and one year later following intervention implementation. RESULTS: The SuperShelf approach to transforming food pantries was experienced as highly successful by food pantries undergoing these changes, and changes to the physical environment were particularly valued. The values of SuperShelf were well aligned with the changes that food pantry staff and volunteers described, especially for the values of ‘good food’ and ‘respect for all’, which led to high levels of engagement and adherence to the intervention implementation. CONCLUSIONS: Managers and volunteers viewed the intervention as impactful, both for clients and those working in the pantries, and supportive of their vision to offer food assistance to reduce stigma and increase dignity and choice for clients. TRIAL REGISTRATION: ClinicalTrials.gov Identifier NCT03421106, date of registration: January 29, 2018. SUPPLEMENTARY INFORMATION: The online version contains supplementary material available at 10.1186/s12889-025-26036-2.