Vending Times Editor Brings Style, Wit To Coffee Service Hall Of Fame

by the editors of Vending Times
Posted On: 3/23/2017

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TAGS: National Automatic Merchandising Association, NAMA Coffee Services Hall of Fame, Vending Times editor in chief, Tim Sanford, vending, office coffee service industry, business journalism, Len Rashkin, Chip Potter, Diane Steuber

NASHVILLE, TN -- The National Automatic Merchandising Association inducted two dozen industry legends into its new Coffee Services Hall of Fame during a special ceremony at its recent 2016 Coffee, Tea & Water conference in Nashville. Vending Times editor in chief Tim Sanford, whose reporting on the coffee service industry is read around the world, was among them.

The Coffee Services Hall of Fame recognizes the industry pioneers who were honored by the National Coffee Service Association, with its annual awards, and the National Beverage & Products Association, through its Hall of Fame. NAMA's own Coffee Legend winners also are enrolled.

Sanford is one of the industry participants recognized by two of NAMA's predecessor associations, having been enrolled in the National Beverage & Products Association Hall of Fame. He also received the National Coffee Service Association's Gino Braschi Memorial Foundation's Braschi Award for Journalism.

Tim Sanford, Vending Times, Coffee Services Hall of Fame
INDUSTRY ICON: NAMA communications vice-president Chip Potter presents Tim Sanford with certificate commemorating the editor's induction into Coffee Services Hall of Fame.

Sanford graduated from Lafayette College (Easton, PA) in 1963 with a bachelor's degree in English and history. He joined Vending Times in the spring of 1967 after completing a three-year enlistment in the U.S. Army, and he has been there ever since. He observed that he still doesn't know what he wants to do when he grows up, but following the workplace services industry has been an informative and enjoyable experience in the interim.

During his formative years as an editor, he was a sometimes-uncomprehending observer of the rapid evolution of the modern coffee service industry that solidified in 1971 with the advent of the National Coffee Service Association.

He recalls that, as soon as he got some idea of what was going on, he recognized OCS as a logical response to the challenge faced by the vending industry in meeting the needs of smaller office locations. This, he said, sensitized him to the potential of "total refreshment service" as a mix of equipment and service methods tailored to meet the particular needs of each account, though he would never have thought of it himself.

The industry journalist observed that NCSA and NBPA deserve to be remembered in creating a culture of professionalism for the new OCS industry through education and the examples of its distinguished leaders. The new NAMA Coffee Service Hall of Fame is a major step in this direction.

Fellow Coffee Service Hall of Famer and Vending Times columnist Len Rashkin has known Tim Sanford for more than 40 years and was the first OCS operator the industry journalist interviewed. "Tim has been interviewing and reporting office refreshment events and conventions and doing in-depth interviews on location with the utmost honesty and accuracy," Rashkin said. "His memory of facts and time sequences astonishes me. Our industry has changed many times throughout the years and Tim is always there reporting and giving all his readers new ideas and insights, especially on his editorial page."

OCS pioneers Hal and Diane Steuber, who founded Associated Services Coffee Co. (San Leandro, CA), were also inducted into the Coffee Service Hall of Fame alongside Sanford. Diane admired Sanford's dedication to journalism, which she said he recently exemplified by covering the very Coffee Service Hall of Fame induction ceremony at which he was being honored.

"He is always seen with his camera and a pad of paper taking notes and taking good photos," she commented. "You can count on Tim to always be there with a smile on his face, quickly walking to a meeting, so he can be there on time to take photos and write his accurate notes for the Vending Times articles. He is a most admirable person, a real legend."

Tim Sanford, vending, Diane Steuber
IN THE LIMELIGHT: Diane Steuber, a founder of Associated Services Coffee Co. (San Leandro, CA), congratulates editor Tim Sanford on his induction into the Coffee Service Hall of Fame. Diane and her husband Hal are fellow Hall of Fame members.