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Startup Wins with Unique Products
Chicago-area vending operation uses connections in foodservice to source specialty products with great success.



Co-owners Steve Kritz, left, and Jeff Shapiro run S&O Vending
Co-owners Steve Kritz, left, and Jeff Shapiro run S&O Vending with professionalism and attention to account demographics, while still working full-time jobs outside the industry.
Stocking specialty products
Stocking specialty products such as Marinela and Bimbo pastries quadrupled sales at one account.
Artuno Cortes has been a route driver at S&O Vending for four years
Artuno Cortes has been a route driver at S&O Vending for four years. He’s bilingual, which helps at accounts with Hispanic employees.
S&O moved into its current 1,000-square-foot warehouse in 2007
S&O moved into its current 1,000-square-foot warehouse in 2007. The loading dock was a selling point for the location, which doubles as an office.
Jeff Shapiro sells single-cup service
Jeff Shapiro sells single-cup service to an account by holding a free on-site tasting for the employees.
Green’ products

REMAINING PART-TIME OWNERS

Shapiro and Kritz have no plans of quitting their regular jobs while building S&O Vending. They spend much of their free time at the warehouse. Kritz works in the morning before going to his retail job and Shapiro works nights after getting off from his shift at the restaurant.

“It’s a sacrifice, but it’s a worthwhile one,” said Shapiro.

‘Green’ products create new growth opportunities

Something S&O Vending is really excited about is new ‘green’ disposable cutlery. The forks, spoons and even plates are made from potato and corn byproducts and are 100 percent biodegradable. “The reality today is that these products are more expensive, so we’re offering them for those early adopters — companies with people passionate about the environment,” said partner Steve Kritz. S&O has also bought mugs for each employee at some locations, instead of offering disposable cups.





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