Parsing a line and inserting

I have a file which I have to load to a database table customer which has a column

                   Name varchar(30)

This file has many lines;

Some lines  just have one name

Some lines  have multiple names separated by #

How will I do parsing of lines  based on #  and then insert each name as a separate row in database table.

One approach I know is to call a stored procedure in oledb command,

This stored procedure  will parse the row and then issue a separate insert for each.

What are other ways of implementing it. Appreciate your insight