Naturals2Go
Naturals2Go is a U.S. healthy vending company that provides a no-fee business opportunity program for entrepreneurs, selling proprietary MVP vending machines and VendTech equipment (coffee machines, AI coolers, micro markets) to a network of 2,500+ independent owner-operators managing 20,000+ machines nationwide.
- Company typePrivate
- Founded2009
- HeadquartersIdaho Falls, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Naturals2Go does
Naturals2Go is a U.S. healthy vending and unattended retail company, originally launched in 1988 and restructured in its current form in 2009-2010, that operates a business opportunity program for entrepreneurs seeking to own and operate independent vending businesses. The company is structured as Naturals2Go Holdings Inc., with VendTech Holdings Inc. functioning as the corporate parent and engineering/technology backbone, and a Naturals2Go Plus division operating corporate-run micromarkets in Savannah (GA), El Paso (TX), and Tulsa (OK). Headquartered at 133 Southern Blvd, Savannah, GA, the company is privately held under President Heath Falzarano and currently operates with approximately 199 employees across 15+ Regional Business Development Centers.
The company's core product is its MVP (Multi-Product Vending) machine line — including the MVP 10CP, MVP 6, MVP Gen5, and MVP-UVend models — offering up to 500-item capacity (approximately 45% more than competitors), dual temperature zones, remote monitoring, cashless/contactless payments (Apple Pay, Google Wallet, card readers), and hundreds of configuration options. The product portfolio extends through VendTech to include Smart Coolers / AI Coolers, MVP Opera Touch coffee equipment (100-600 cups/day, up to 7 SKUs), micro market fixtures, a proprietary Vending Management System (VMS), office coffee service, and break room solutions. AI and computer vision are deployed for inventory management, food safety monitoring, and theft prevention in unattended retail environments.
Naturals2Go's business model is explicitly a business opportunity rather than a franchise — there are no franchise fees, royalty fees, or marketing costs; owner-operators retain 100% of earnings and purchase/finance equipment directly. Revenue is generated primarily through one-time equipment sales (and financing arrangements) plus ongoing support, training, and consumables. The company also operates a Better Vending program that places machines at location owners (manufacturing, healthcare, education, corporate, gyms, apartment complexes) at no cost, with trained local operators servicing those accounts. To date, Naturals2Go has launched over 2,800 vending entrepreneurs managing 20,000+ machines across the United States (~14% of all U.S. vending business owners), supported by Regional Business Development Centers in Savannah, El Paso, Tulsa, Austin, Houston, Chicago, Denver, Los Angeles, Phoenix, Dallas-Fort Worth, Kansas City, Miami, Raleigh, Atlanta, Virginia Beach, Charlotte, Lexington, and Colorado Springs. The addressable market is the $40B U.S. convenience services industry (per NAMA), with global vending market projected to reach $45.9T by 2035.
Naturals2Go firmographics
Firmographics- Name
- Naturals2Go
- Legal name
- Naturals2Go Holdings Inc.
- Website
- https://naturals2go.com
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Naturals2Go is a U.S. healthy vending company that provides a no-fee business opportunity program for entrepreneurs, selling proprietary MVP vending machines and VendTech equipment (coffee machines, AI coolers, micro markets) to a network of 2,500+ independent owner-operators managing 20,000+ machines nationwide.
- Ownership category
- akta.pro rank
Naturals2Go industry classification
Industry- Product category
- Vending Services and Unattended Retail
- NAICS
- Vending Machine Operators (445132), Convenience Retailers and Vending Machine Operators (44513)
- akta.pro primary industry
- Vending & Micro-Markets (EDALADAF)
- akta.pro secondary industries
- Natural, Organic & Health Foods Wholesale Distribution (CRAOAAAK), Food Preparation Equipment & Smallwares Wholesale (AFAIALAK)
Keywords
Where Naturals2Go is headquartered
LocationHeadquarters
- HQ city
- Idaho Falls
- HQ country
- United States
- HQ region
- North America
Offices18 records
Markets served
Naturals2Go business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D, Supply Chain, Infrastructure
Revenue model
- Vending Business Opportunity Program: Naturals2Go is a business opportunity provider (not a franchise) that helps entrepreneurs start vending businesses. Owner-operators purchase equipment and access the proven program, training, and support. No franchise fees or royalties - operators retain 100% of earnings.
- Vending Equipment Sales: Company sells or facilitates financing for state-of-the-art vending machines (MVP series), coffee equipment, smart coolers, and related hardware to new owner-operators.
- Better Vending Program (Location Owner): Location owners receive free vending machines installed at no cost. Independent owner-operators service these locations, creating a network of local entrepreneurs. This drives equipment placement and operator enrollment.
- Office Coffee Service & Break Room Solutions: Enhanced break room experiences including coffee machines, micro markets, and pantry services for businesses seeking to improve employee/workplace experiences.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Multi-year contract | Business Opportunity Program |
| Other | Pay-as-you-go | Better Vending (Location Owners) |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels13 records
Naturals2Go product offering
Product offeringCore offering
Naturals2Go is a business opportunity provider (not a franchise) that enables aspiring entrepreneurs to start independent healthy vending businesses through a turnkey program including MVP vending machines, training, location support, and ongoing account management. The company sells and finances its proprietary MVP vending equipment (MVP 10CP, MVP 6, MVP Gen5), MVP Opera Touch coffee machines, Smart Coolers/AI Coolers, and Micro Market fixtures, while also placing free vending machines at host locations (offices, hospitals, schools, gyms, apartment complexes) through its Better Vending Program. It operates a national network of 2,500+ owner-operators managing 20,000+ machines across the United States, supported by Regional Operations Centers and 15+ Regional Business Development offices.
Product overview
Naturals2Go operates as a comprehensive unattended retail ecosystem offering both a vending business opportunity program and equipment/solutions for the convenience services industry. The core offering is the MVP vending machine line (MVP 10CP, MVP 6, MVP Gen5, MVP-UVend) providing up to 500-item capacity with dual temperature zones and advanced technology. The portfolio extends through VendTech Technology to include Smart Coolers/AI Coolers, MVP Opera Touch coffee machines, Micro Markets with fixtures and displays, Vending Management Systems (VMS), Office Coffee Service, Break Room Solutions, and advanced payment systems including card readers with Apple Pay and Google Wallet integration. The company operates through Naturals2Go Plus for corporate micromarket operations and serves over 2,500 owner-operators with 20,000+ machines across the United States, supported by regional centers in Savannah, El Paso, and Tulsa.
Differentiator
Problem solved
Functional benefit
Products and services
- Vending Business Opportunity Program Comprehensive turnkey vending business program providing world-class equipment, corporate training, business support, location services, and technical support to aspiring entrepreneurs. No franchise fees or royalties. Over 2,500 owner-operators and 20,000+ machines deployed across the United States.
- MVP Vending Machines Flagship high-capacity vending machines (MVP 10CP, MVP 6, MVP Gen5) offering up to 500 items capacity (approximately 45% more than competitors), dual temperature zones, remote monitoring, cashless payments (Apple Pay, Google Wallet), and hundreds of configuration options.
- MVP Opera Touch Coffee Machine Premium coffee vending machine capable of producing espresso-based drinks, lattes, and specialty coffee options including hot chocolate. Touch-screen interface, mobile app integration, cashless payments, and capacity for 100-600 cups per day with up to 7 SKUs.
- Smart Coolers / AI Coolers Refrigerated smart cooler equipment with AI technology offering fresh food visibility and real-time data for inventory management and operational efficiency.
- Micro Markets Unattended retail self-checkout market setups featuring fixtures, displays, and integrated technology for enhanced break room experiences in workplaces.
- Better Vending Program Program for location owners (businesses, schools, hospitals, manufacturing facilities, apartment complexes, gyms) to receive free vending machines installed and serviced by trained local owner-operators at no cost with no contracts required.
- Office Coffee Service and Break Room Solutions Full-service coffee and break room solutions including countertop and freestanding coffee machines, pantry services, and enhanced workplace experiences for businesses seeking to improve employee amenities.
- Right Fit Vending Program Strategic vending program matching the right operator with the right locations and the right equipment, including traditional vending, Smart Coolers, coffee vending, compact vending, and micro markets.
Quantifiable outcome
- Over 2,800 entrepreneurs launched into vending business ownership
- +3 more outcomes
Companies that use Naturals2Go
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles3 records
Naturals2Go technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
AI capability4 records
Feature4 records
Naturals2Go partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- VendTech TechnologycoreVendTech is the corporate parent/engineering brand behind Naturals2Go. It provides proprietary vending management systems, equipment manufacturing, AI-enhanced technology, micro market fixtures, payment processing, and operational technology. VendTech was previously the silent parent brand but is now openly offering its solutions to the market as a sister brand operating under the same leadership team.
- National Automatic Merchandising Association (NAMA)coreNaturals2Go is a proud member of NAMA, participating in advocacy efforts, industry events (NAMA Show, Fly-In), and legislative engagement on behalf of vending operators. NAMA values the convenience services industry at $40 billion per year.
- New England Refreshment Services Association (NERSA)minorRegional industry association. Naturals2Go participates in NERSA events, advocacy efforts, and operator networking. Team members including Tina Paine serve on the NERSA Board.
- Great Place to WorkminorGlobal authority on workplace culture that certifies organizations based on employee experience surveys. Naturals2Go earned Great Place to Work certification in 2024 and 2025.
- Rashad Evans (UFC Hall of Famer)minorUFC Hall of Famer serves as Naturals2Go Brand Ambassador, appearing at events like The NAMA Show to promote the healthy vending business opportunity.
Scale indicators8 records
Recent moves9 records
Expansion highlights7 records
Naturals2Go competitors and assessment
Company assessmentDirect peers
- Fresh Healthy Vending: Direct competitor offering a healthy-vending business opportunity program with similar equipment placement and entrepreneur support. Competes head-to-head for the same aspiring vending owner-operator segment.
- H.U.M.A.N. Healthy Vending: Healthy vending machine franchisor with comparable turnkey offering for entrepreneurs seeking low-cost vending business ownership. Competes in the same 'business opportunity' funnel as Naturals2Go.
- Generation V (formerly Vend Natural): Healthy and better-for-you vending machine operator and equipment supplier targeting the same host locations (offices, schools, hospitals) and the same operator-customer profile.
Broad incumbents
- Crane Merchandising Systems: Established manufacturer of vending machines and payment systems serving operators nationwide. A potential alternative equipment supplier to Naturals2Go operators and a competitive reference point for MVP machine specs.
- USConnect: Large multi-brand vending, micro market, and food services operator with national footprint. Represents a scaled incumbent in the same unattended retail category Naturals2Go targets.
- Compass Group / Canteen Vending Services: Canteen is a national vending and micro market operator under Compass Group, serving offices, healthcare, and education — directly overlapping Naturals2Go's host-location segments at greater scale.
- Aramark: Global food services and uniform services giant with vending and micro market offerings as part of a broader workplace experience portfolio. Competes in the same break room and pantry category.
Regional players
- Five Star Food Service: Major Southeast U.S. vending, micro market, and convenience services operator headquartered in Chattanooga. Comparable in offering breadth (vending, micro markets, coffee, pantry) and competes in overlapping host-location geographies.
- Selecta Group: Leading European unattended retail and vending operator with strong micro market and coffee service offerings. Comparable business model in a different geography, useful as a benchmark for international expansion.
Emerging players
- 365 Retail Markets: Provider of self-checkout micro market kiosks, payment, and inventory software for unattended retail. Directly comparable to VendTech's technology stack and competes for the same operator-tooling wallet.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat6 records
Key risks6 records
Key highlights6 records
Customer concentration
Naturals2Go social profiles
Digital presenceNaturals2Go compliance and trust
Trust signalCompliance2 records
Naturals2Go financial estimates
Financial estimateRevenue estimate
Valuation estimate
Naturals2Go leadership team
Management profileNumber of profiles
Profiles8 records
Naturals2Go subsidiaries and ownership
Company hierarchySubsidiaries2 records
Naturals2Go funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Naturals2Go M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Naturals2Go
What does Naturals2Go do?
Naturals2Go is a business opportunity provider (not a franchise) that enables aspiring entrepreneurs to start independent healthy vending businesses through a turnkey program including MVP vending machines, training, location support, and ongoing account management. The company sells and finances its proprietary MVP vending equipment (MVP 10CP, MVP 6, MVP Gen5), MVP Opera Touch coffee machines, Smart Coolers/AI Coolers, and Micro Market fixtures, while also placing free vending machines at host locations (offices, hospitals, schools, gyms, apartment complexes) through its Better Vending Program. It operates a national network of 2,500+ owner-operators managing 20,000+ machines across the United States, supported by Regional Operations Centers and 15+ Regional Business Development offices.
Is Naturals2Go a public or private company?
Naturals2Go is a private company. It is classified as management employee owned and is currently operating.
When was Naturals2Go founded?
Naturals2Go was founded in 2009. It employs 11 to 50 people.
Where is Naturals2Go based?
Naturals2Go is headquartered in Idaho Falls, United States, in the North America region.
How does Naturals2Go make money?
Four revenue lines are on record. Vending Business Opportunity Program is the primary driver. The others are vending Equipment Sales, better Vending Program (Location Owner) and office Coffee Service & Break Room Solutions.
Who are Naturals2Go's main competitors?
Direct peers on record are Fresh Healthy Vending, H.U.M.A.N. Healthy Vending and Generation V (formerly Vend Natural). Broad incumbents are Crane Merchandising Systems, USConnect, Compass Group / Canteen Vending Services and Aramark. Regional players are Five Star Food Service and Selecta Group. 365 Retail Markets is listed as an emerging player.
Does Naturals2Go have an API?
No public API is recorded for Naturals2Go.
What industry is Naturals2Go in?
Naturals2Go's product category is Vending Services and Unattended Retail. Its primary akta.pro industry code is EDALADAF, Vending & Micro-Markets, with a secondary code of CRAOAAAK, Natural, Organic & Health Foods Wholesale Distribution. Its NAICS code is 445132.