Transformation, technology and trust in vending’s future: Josh Rosenberg offers perspective | Live at NAMA 2025
At the 2025 NAMA Show, industry veteran Josh Rosenberg, former NAMA chairman and current leader of Forward Thinkers, joined Bob Tullio of Automatic Merchandiser to reflect on the evolution of convenience services and share how he’s helping shape its future.
Rosenberg described this year’s show as deeply personal: a culmination of efforts he began with NAMA leadership during the early days of COVID-19. “Imagination Way,” once an aspirational concept to reimagine the vending industry, is now fully realized, evident in the smart, connected, and consumer-first experiences across the show floor.
He emphasized a shift in the role of operators, who are no longer passive providers of snacks but active players in brand trust, last-mile delivery and omnichannel food service. With vending positioned at “the golden real estate” of consumption, Rosenberg sees the modern consumer demanding convenience, quality and authenticity, and he says operators must respond accordingly.
His company, Forward Thinkers, which he co-founded with his sons, helps operators adapt through brand development, data insights, digital optimization, and marketing strategy. Rosenberg’s team uses AI-driven tools, but his approach, he said, is about more than just tech: “It’s about helping businesses transform into trusted retailers.”
To learn more about Forward Thinkers:
- Visit Forward Thinkers
- Email [email protected]
