Focusing on the transformation occurring in the office coffee services (OCS), pantry and workplace amenities sectors, CTW 2025 invites attendees to explore strategies for evolving from trusted service providers to essential business partners as the workplace continues to change.
The National Automatic Merchandising Association (NAMA) will host its 2025 Coffee Tea & Water (CTW) event on Nov. 4–5 at the Hyatt Regency Miami. The two-day event will include three focused learning tracks — sales, operations and technology and innovation — along with networking hubs and product showcases. The agenda includes “Learning Journeys” educational sessions, a “Connection Hub” exhibit area for collaborative discussions, and a “Coffee Crawl” experience that allows attendees to connect with Miami’s local coffee culture.
Evolving from service provider to workplace partner
Every education session at CTW connects to the operator’s role in shaping workplaces as “amenity consultants,” noted Kat Snodgrass, senior director of communications and marketing for NAMA. “Expect a continued push toward consultative, partnership-based growth, including diverse client perspectives.”
This year’s schedule includes dedicated time blocks to ensure Connection Hub partners can participate alongside operators in education sessions. This allows attendees to collaborate on a shared vision for “Shaping the Evolving Workplace,” the event's overarching theme.
Education sessions offer practical tools for growth and efficiency
A Sales and Service: What Clients Really Think panel on Wednesday, November 5, is shaping up to be a standout, Snodgrass noted. Panel participants will compare convenience services perspectives for a modern office space and a manufacturing facility to help demonstrate how operators can tailor solutions for each. The session offers unique value for operators who serve both environments. Moderator Alan Munson, vice president of business development at 365 Retail Markets, will be joined by Sarah Hooper, senior manager of health and wellness at Total Rewards at Shaw Industries, and Jeremy Querin, hospitality manager at Insight Global.
Other sessions include:
Pantry Merchandising: Building a Program That Sells Itself will offer plans and tactics for product selection, display optimization, and consumer behavior triggers. It is presented by Kevin Kebea, senior director of category management and product strategy at Aramark, and Kim Lenz, chief commercial officer at Associated Services.
The Hidden Risks of Selling Pantry Services: Stop Giving it Away will offer practical advice on how to protect the bottom line and avoid pantry pitfalls such as budget blowouts, constant restocks and frequent equipment servicing. The panel includes Nicholas Banke, Vistar; Linda Saldaña, CEO at Seventh Wave Refreshments; and Arthur Siller, SVP of operations at Evergreen Refreshments.
Beverage Tech for Smarter Service will explore smart coffee technologies, highlighting remote monitoring technology that tracks machine status, inventory and usage in real time. Moderated by Patrick Sheehan, president at Sheehan Brothers Vending, the session features Karen Borucki, ConnectMe product manager at de Jong Duke; Matt Gannon, COO at Bevi; and Hayden McClenny of Cafection/Evoca Group.
Strengthening core fundamentals: revenue, efficiency and client fulfillment
Throughout the two-day event, NAMA’s education planning is focused on helping operators strengthen three fundamentals of their business: revenue growth, operational efficiency and client fulfillment.
CTW 2025 will help operators learn how to adapt offerings, integrate new technology and strengthen client partnerships as workplace consumption trends continue to evolve.
Representing the $40 billion U.S. convenience services industry, CTW serves as a leading event for workplace beverage and refreshment professionals looking to anticipate client needs and deliver new value in hybrid and evolving work settings.
