Vending & OCS Nation Podcast

The qualities that helped Jon Corto reach the NFL — discipline, resilience, coachability, sacrifice and relentless preparation — are the same qualities he relies on to lead Buffalo Strive, his successful convenience services business.

In this first part of a two-part series of Automatic Merchandiser’s Vending & OCS Nation podcast, host Bob Tullio sits down with Jon Corto, founder and CEO of Buffalo Strive, Markets and Vending. Learn about Corto’s remarkable journey from an undersized linebacker at Sacred Heart University to playing in the National Football League for his hometown Buffalo Bills.

Corto wasn’t a highly touted prospect. He wasn’t drafted. He admits that at different points in his career he wasn’t the biggest, fastest or strongest player on the field. What he did have was a goal — and an extraordinary willingness to work for it. Corto shares the unlikely chain of events that helped open the door to his NFL opportunity and why he was willing to leave college early and go “all in” on his dream. For Corto, years of preparation, sacrifice and discipline ultimately paid off.

What happened along the way and how those lessons continue to shape the way he runs Buffalo Strive today — that’s the real story in this podcast. 

In this episode, Bob and Jon discuss:

• Why talent alone is never enough in professional sports or business
• The importance of developing habits that continually improve performance
• Why Corto says he will “fail five times before someone else even swings the bat”
• The danger of paralysis and fear of failure in business
• Why Corto would choose a coachable employee over the most talented employee
• What his best coaches taught him about leadership, respect and getting the most out of people
• Lessons Corto learned from his Buffalo Bills teammates about competition and supporting the people around you
• The memorable NFL moment when a teammate told him, “Don’t end on that. You’re up again.”
• What playing under constant NFL pressure taught him about handling business challenges
• Why every successful organization needs people who understand and embrace their role
• The remarkable similarities between becoming a professional athlete and building a successful company

Ultimately, Corto says both pursuits demand many of the same things: hard work, discipline, sacrifice and relentlessness. It is a philosophy reflected today in Buffalo Strive’s mission: “Relentless pursuit to serve others.”

Corto’s biggest lesson from both football and business is remarkably simple: “If you want to get ahead, you have to be willing to pay the price.”

What separates great OCS sales professionals from average ones? According to Michelle Scott, director of national accounts for Royal Cup Inc., it isn’t aggressive selling. It’s listening, consulting, building relationships and earning trust over time.

In part two of Bob Tullio’s conversation with Michelle Scott, she shares two decades of experience selling office coffee service, from her first job out of college to leading Royal Cup’s national accounts team.

This conversation is packed with practical advice for operators of every size. Michelle discusses everything from consultative selling and coffee tastings to referrals, AI, customer service, technology, sustainability and why patience remains one of the most valuable sales skills in the business.

Whether you’re a new operator or an industry veteran, this episode is filled with ideas that can help you grow your business and strengthen customer relationships.

In this episode, you’ll learn:

• Why successful OCS sales begin by understanding the customer’s vision, not pitching products.
• How coffee tastings can become one of your most powerful sales tools.
• Why national account selling is really about managing expectations and building layered relationships.
• When bean-to-cup equipment makes sense — and when it doesn’t.
• Why technology should enhance customer experience, not complicate it.
• How to have authentic conversations about sustainability and budget.
• Why investing in sales support allows salespeople to spend more time in front of customers.
• The tremendous value of referrals and how to earn them.
• Practical ways AI can improve prospecting and territory planning.
• Why new operators should master one part of the business before expanding.
• How persistence turned a six-year prospect into a long-term national customer.
• Why customer relationships remain the greatest competitive advantage in OCS.

For operators looking to improve their sales process, this episode serves as a practical blueprint from one of the industry's most accomplished professionals.

For more than 130 years, Royal Cup, Inc. has quietly built one of the country's most respected coffee businesses. While many convenience services companies have expanded into vending, micro markets and every imaginable workplace amenity, Royal Cup has taken a different path, doubling down on what it believes it does best.

In this episode of Automatic Merchandiser & VendingMarketWatch's Vending & OCS Nation podcast, Bob Tullio sits down with Michelle Scott, Director of National Accounts for Royal Cup Coffee & Tea's Office Coffee Service Division.

Michelle shares how the company has evolved from a regional coffee roaster into a national OCS leader without losing the relationship-driven culture that has defined Royal Cup for generations.

The conversation explores Royal Cup's customer-first philosophy, why remaining focused on office coffee service has become a competitive advantage, how the recent Farmer Brothers acquisition expands the company's national reach, and why being a coffee roaster - not just a distributor - continues to matter in today's premium coffee marketplace.

Michelle also discusses workplace beverage trends, the growing importance of cold brew and employee wellness, Royal Cup's sustainability initiatives, and the company's commitment to giving back through programs like NeverThirst.

Whether you're an office coffee operator, convenience services executive or simply interested in how a 130-year-old company continues to thrive, this episode offers valuable insights into building a business around quality, service and long-term relationships.

Is the breakroom becoming the most important room in the office? Increasingly, the answer is yes.

Fortunately for the convenience services industry, that’s creating a major opportunity. Operators are delivering more than coffee, snacks and refreshments. In the best locations, they are tasked with delivering an experience that will influence corporate culture.

Companies aren’t just asking how to stock a breakroom. They’re asking how to create a workplace environment that employees want to come back to.

On this episode of Automatic Merchandiser & VendingMarketWatch’s Vending & OCS Nation podcast, Bob Tullio talks to Joe Simonovich of Daycast about his relentless efforts to elevate corporate culture.

Joe’s perspective is especially valuable because he came up through office coffee service, where he learned that every cup of coffee, every service call and every customer interaction contribute to something much bigger than a transaction. Joe talks about:

• How his days at Corporate Essentials with Judson Kleinman had a significant impact on his current approach to serving clients
• How he helped navigate Newsstand from the retail streets to the workplace
• How his new company, Daycast, is positioned against competitors like Canteen North America, Aramark, Sodexo and Crafty as a workplace experience agency.

Think of a workplace experience agency as a management company on steroids. They have the coveted opportunity to guide companies that are committed to a premium workplace experience for their employees. And, most importantly, they are prepared to spend handsomely to make that happen.

What do Walt Disney, Hugh Hefner and today's convenience services operators have in common? More than you might think.

In this episode of Automatic Merchandiser's Vending & OCS Nation, Bob Tullio sits down with communications strategist, author, and public relations pioneer Marty Cooper, whose remarkable career includes working directly with Walt Disney at Disneyland, Hugh Hefner at Playboy, the Academy Awards and some of America's most recognizable brands.

But this isn't a conversation about nostalgia. It's a masterclass in customer experience, relationship building, leadership, philanthropy, and the timeless principles that help businesses earn loyal customers and lasting success.

Whether you operate vending, micro markets, office coffee service or any customer-focused business, you'll find practical lessons that can immediately improve the way you serve customers and grow your business.

Lessons to be learned:

• Why Walt Disney insisted there was only one "Mr." at Disneyland and the leadership lesson behind it.

• How Disney created customer loyalty by treating every customer as a guest.

• The importance of building relationships instead of simply completing transactions.

• Why the smallest customer interactions often create the biggest impressions.

• The power of giving customers "a little more than they expected."

• How remembering names and creating personal connections separates great businesses from average ones.

• Why listening is one of the most underrated sales skills.

• What Playboy's marketing strategy can teach businesses about understanding their audience.

• How Hollywood's early pioneers built successful companies by constantly looking for new opportunities.

• Why philanthropy isn't just good for the community; it's good for business.

• The biggest professional mistake Marty ever made (very amusing) and the valuable lesson it taught him.

Cooper's newest book - The Real Hollywood: The San Fernando Valley, A Century of Filmmaking and Filmmakers, explores the rich history of the people and places that shaped the entertainment industry. All profits from the sale of the book go to the Boys & Girls Club of the West Valley, of which Cooper is chairman emeritus.

 

The 1990s were one of the most disruptive decades in the history of office coffee service. Starbucks was reshaping consumer expectations. Filterfresh was introducing single-cup brewing. Flavia was creating an entirely new beverage platform. Keurig was preparing to launch a product that would transform the industry.

In this episode of Automatic Merchandiser & VendingMarketWatch's Vending & OCS Nation, host Bob Tullio welcomes Bill McCauley, one of Keurig's earliest sales leaders and employee number 12. Bill takes listeners behind the scenes of Keurig's 1998 rollout, sharing stories about the company's startup culture, early product challenges, customer skepticism and the sales strategies that helped turn a revolutionary idea into an industry-changing success.

Bill discusses:

• Why distributors initially resisted the K-Cup concept
• The famous "puppy dog close" that helped drive sales
• Technical challenges that nearly derailed the company
• The role major distributors played in Keurig's growth
• Why listening to customers remains the most important business lesson
• The parallels between Keurig's launch and today's AI-powered smart markets
• How Keurig helped raise quality expectations throughout the coffee industry
• The environmental criticism surrounding K-Cups and how the conversation evolved

Whether you're an office coffee service operator, vending professional, micro market operator, or simply interested in how disruptive innovations gain traction, this episode offers valuable lessons from one of the industry's most important product launches.

In Part 2 of his conversation with Josh Rosenberg of Forward Thinkers, Automatic Merchandiser & VendingMarketWatch's Vending & OCS Nation podcast host Bob Tullio begins the discussion with an in-depth look at the evolving mergers and acquisitions landscape within the convenience services industry before turning to a deeply personal conversation about family, leadership, health challenges and the tragic loss of Josh's son, Isaac.

Josh shares why he believes the M&A market remains stronger than ever, with increasing interest from private equity groups, family offices and strategic buyers looking to enter the convenience services space. He explains how Forward Thinkers helps operators maximize company value before a sale by focusing on leadership development, organizational readiness, talent retention, customer relationships and operational excellence.

The focus then shifts to Josh's passion for building a family-centered business alongside his wife and sons, and the unique rewards and challenges that come with working together.

In one of the most emotional interviews ever featured on Vending & OCS Nation, Josh speaks openly about a series of serious health challenges, the unexpected loss of his son Isaac and how those experiences have transformed his perspective on leadership, business and life itself.

He discusses the overwhelming support he received from the convenience services community, the power of vulnerability, the importance of faith and family and why life's greatest lessons often emerge from its most difficult moments.

This episode is an inspiring reminder that while business success matters, relationships, purpose, and perspective matter even more.

Thank you, Josh, for your honesty, courage and willingness to help others through your story.

 

In this episode of Automatic Merchandiser & VendingMarketWatch's Vending & OCS Nation, it’s the first installment of Bob Tullio’s powerful two-part conversation with Josh Rosenberg, the founder of Forward Thinkers, who delivers an unfiltered look at the forces reshaping the convenience services industry.

Drawing on decades of leadership experience from his years at The Coca-Cola Company to building and scaling Accent Food Services, Rosenberg shares candid reflections on leadership, resilience, operational execution, AI adoption, automation and the evolving M&A landscape.

Rosenberg discusses the defining moments that shaped his leadership philosophy, including the challenges of scaling a multi-state operation, navigating business setbacks and overcoming deeply personal adversity.

His perspective on learning through failure and leading through uncertainty offers valuable insight for operators facing rapid change in today’s market.
The conversation dives deep into why operational execution, not just vision, is the true differentiator for growth.

Rosenberg explains how clarity, cultural alignment, and human capital optimization often matter more than simply adding more people or equipment. He outlines why operators must think beyond vending machines and begin acting as strategic retail operators.

Bob and Josh also tackle some of the industry’s biggest questions:

• How AI is moving beyond “advanced Google search” into true operational automation
• Where smart markets and smart coolers create real opportunity and where they’re overhyped
• Why operators must rethink supplier dependency and embrace more diversified product strategies
• How data-driven merchandising is redefining consumer engagement
• Why local and regional operators remain uniquely positioned to compete against large strategic consolidators

Finally, Rosenberg offers his perspective on the current M&A environment, the rise of private equity, and the emergence of entrepreneurial newcomers entering the market through smart retail technology. His “barbell effect” analysis paints a compelling picture of an industry simultaneously consolidating and innovating.