Naturals2Go trains operators for real-world vending success

There is one thing that is obvious to every industry observer at the NAMA Show, the CTW event and regional conferences like ACE. The convenience services industry is attracting an increasing number of new operators every year. Naturals2Go, a company that has helped many new operators get started since 2009, has certainly played a big part in the industry’s growth. 

An operator since 1988

Naturals2Go has been in business since 1988, when the company operated “U-Turn” vending machines (put in a quarter, turn the crank and the item pops out). By 2009, already an established vending operator, Naturals2Go started the business opportunity side of the company, helping new operators get into the vending business. According to Natali Pupovac-Peters, head of global operations, 2,500 operators have started in the Naturals2Go network, accounting for 20,000 pieces of equipment and representing a 14% industry market share.

The TikTok message gets it wrong

With all the TikTok and YouTube videos promoting the vending business as passive income — an easy way to make fistfuls of cash — Pupovac-Peters said that dispelling the misconception that the vending business is about “little work and passive income″ is a big part of their messaging to prospective operators.  

“It is a hot business now. Everybody is curious about vending. It is also a very rewarding business because so much goes into it, and there is something for everyone,” Pupovac- Peters said. “If you are into technology, there’s that piece to it. If you are into customer service, there’s that piece to it. If you are into AI, there’s that piece to it. If you are into business development, there’s that piece to it.”

“The biggest message that we tell operators is that vending is a simple business, but you still have to work hard and dedicate your time, energy and money, just like any other business. It is not going to be an overnight success. Nothing is. But if you stay in it, if you can get through those tough times of finding the best locations, selling the right products, finding the best staff, it is going to be a very fruitful business that you can enjoy for a long time,” she said. “But it’s not a passive business in any way. I don’t believe in passive businesses. If a passive business really existed, everybody would be in it.” 

The VendTech connection and the new operator experience

While Naturals2Go paves the way for operators to enter the convenience services business and provides ongoing support along the way, their affiliated company, VendTech, led by president and owner Heath Falzarano.

VendTech is the engineering and innovation force behind Naturals2Go, delivering everything their operators need to get started, including smart vending machines, and then helping them grow once established into AI coolers, office coffee service equipment and micro market fixtures. All this is backed by what Pupovac-Peters called, “The best in payment processing and vending management systems.”

Pupovac-Peters said there is a consistent and proven process in place at Naturals2Go that is designed to maximize operator success.

“New operators purchase anywhere from six to 20 machines — a package that includes the equipment, shipping, financing options and a lot of support. There is an onboarding process that they complete in a few weeks. We host an operator training session every six weeks with anywhere from 30 to 45 new operator groups. It is a two-day, very hands-on training session in Savannah, Georgia. They get to touch the machine, fix the machine, break the machine, fill the machine and experience what it is like to work with the equipment prior to getting their own machines on location,” she explained, adding that there is also an extensive online training program. 

Business development services and a focus on people

According to Pupovac-Peters, a major differentiator between Naturals2Go and its competition is its strong business development team, which finds qualified locations for operators.

“We have boots on the ground that go and find locations for our operators. If you buy 20 machines, we will find you places for those 20 machines. That is one of the biggest reasons people do come to Naturals2Go, because it really is like a business in a box. Ongoing repair and technical support are also part of our program,” she said.

“Our focus on the operator has taken us where we are today,” Pupovac-Peters said. “We’ve had some amazing hockey stick growth, as we call it, over the last several years. It’s happening because of our focus on people, both from us caring about our operators and teaching our operators to care about their customers. One of the things that Heath likes to do in training, is ask the operators, ‘Who here is now in the vending business?’"

“After they put their hands up,” Pupovac-Peters continued, “he reminds them that they are in the people business, but they just happen to be selling snacks and beverages.” 

The importance of NAMA

As Naturals2Go continues to grow, Pupovac-Peters said the company recognizes the necessity of being “all in” on NAMA involvement, which includes a huge exhibitor presence at the 2025 show in May and participation in advocacy efforts.

“We have 160 employees now,” she noted. “Anyone who is a serious player in the business needs to get behind NAMA and support what they do for the industry.”

Tullio’s take: Does Naturals2Go make sense for new operators?

Here are five reasons why I believe their program is a good choice for new operators who are just starting out in the business.

• Financing options. Lack of capital is a business killer for every size company. A little financial backing can go a long way.
• A turnkey solution. Naturals2Go is offering a clearly defined package: a specific number of machines that work, business development support and technical support after the installation.
• Training. There is a clear emphasis on industry-related training, formalized and framed by a clear message: “This business is hard work – not passive income.”
• Track record. The people I have interacted with on the management side are experienced in business, and the company has plenty of convenience services industry people on board as well. Plus, Naturals2Go is a long-time operator with an ever-expanding footprint of their own.
• Flexibility. According to Pupovac-Peters, operators are not restricted from purchasing software and equipment from other sources as they grow, but since equipment is an important profit center for Naturals2Go, they are motivated to make sure the equipment and software are state-of-the-art and workable for an expanding operation.

For more information about Naturals2Go, visit naturals2go.com