Supply chain management refers to managing a serial chain of businesses which typically consists of retailer, distributor, manufacturer and supplier. However, the businesses in each tier also interact with other channels in the supply chain. These interactions are called parallel interactions and they can directly affect the traditional, serial interactions of a single supply chain. This disruption creates supplier uncertainty and reduces supply chain performance. The main objective of this study is to investigate parallel interaction issues and how it affects supply chain performance. An empirical study has been conducted in the food industry in Indonesia with inter-related companies. Semi-structured interviews, with top executives from sampled companies have been conducted. The result of analysis helps to gain a better understanding of the phenomenon being studied.