LAS VEGAS -- The National Automatic Merchandising Association will honor Hal Steuber, former president of Associated Services Coffee Co. (San Leandro, CA), as its 2011 Coffee Legend during this week's Coffee Tea & Water convention at Bally's resort in Las Vegas.
Stu Case, chairman for NAMA's Coffee Tea & Water 2011, will present the award at 10 a.m. on Thurs., Oct. 20. The confab runs Oct. 18 to 20.
The late Stuart Daw was the first person selected Coffee Legend by the National Coffee Service Association. NCSA merged with NAMA in 1999. Steuber is the second person to receive the honor.
"A NAMA Coffee Legend is a pioneer, an innovator, a leader, and a visionary, who is passionate about coffee and is willing to share that passion to educate and help others succeed," said NAMA vice-president of sales and service Dean Gilland. "To be recognized by your peers is the highest compliment."
Steuber's vending career began in his father's company in 1937, and 23 years later, he founded a large national vending firm, Servomation, with seven other vending companies. From 1963 to 1972, he was in charge of vending and foodservice in southern California, which included 7,000 vending machines and 25 cafeterias. During his last two years with Servomation, he ran a similar but smaller business in northern California.
In 1972, Steuber founded Associated Services Co., with his wife Diane. It became one of the largest coffee service firms in the country. He retired in 2005 and his son Tom now owns and runs the company.
A graduate of Stanford University and Stanford Graduate School of Business, Steuber lettered three times in football and rugby and received several athletic awards while in college.