The Scalable, Tech-Driven Business Has No Franchise or Royalty Fees
Originally featured in Franchise Wire Magazine, April 9, 2025. Updated May 25, 2025
Naturals2Go hits the trifecta of market disruption with technological superiority in its vending machines; a unique, highly scalable business model; and strong appeal to those who want to get into business ownership at multiple levels. The nearly 40 year old company isn’t technically a franchise but functions similarly. For instance, the no franchise fee, no royalty-fee model includes extensive corporate support with a proven program so owner-operators can launch successfully.
President Heath Falzarano takes pride in the brand’s outside-the-box characteristics. “Naturals2Go is constantly innovating to ensure our customers get the best equipment and service. Many of our employees are owners, too, so we’ve used our in-house expertise to create world-class onboarding, training and support. We adhere to a grassroots approach through the National Automatic Merchandising Association (NAMA).” NAMA values the convenience services industry at $40 billion per year.
Naturals2Go launched in 1988 and created the healthy vending market in 2010 by responding to the growing demand for convenient, nutritious snacks, Falzarano says. “We began with a focus on healthy vending with our MVP machine, which remains the standard in vending, and then created our proven program. We’ve expanded to offer a diverse portfolio of unattended retail options for established owner-operators looking to scale and grow.”
At present, Naturals2Go has 2,500-plus owner-operators who manage over 20,000 machines across the United States. “We have more than doubled staff in the past year. Our commitment to helping others find success remains central. This industry offers unlimited growth potential, requiring expertise in vending — an area where we excel and share generously with our owners.”
Company assistance includes financing, comprehensive onboarding, marketing resources, a two- day training program, professional locating support for all machines, as well as extensive technical and business support. “We invest in research to ensure our trained operators have access to the latest vending technology and a deep understanding of the industry. Through active legislative advocacy and partnerships with organizations like NAMA, we stay ahead of market shifts while expanding opportunities for operators. We assist trained operators from day one through their last machine placement,” says Falzarano, adding that subsequent support is always available if needed as owners grow their businesses.
The Right Candidates
Falzarano says anyone can be a vending business owner. “They are motivated, customer service-oriented entrepreneurs who value our low-cost, low-barrier model. They typically dedicate a few hours per week to each machine when they get started and less time as they get experienced. This is possible because their machine is, in essence, their best employee. Our model appeals to those seeking a bit of extra income or to realize big dreams. Our program truly fits any lifestyle so we welcome singles, couples, families, retirees, groups of friends. We are proud to have many women-owned and veteran-owned businesses with programs to support both groups.”
Military personnel and veterans are eligible for discounts.
The Naturals2Go Differences
President Heath Falzarano points out the following advantages to investing in Naturals2Go:
- No franchise fees, no royalties, no marketing costs, no red tape.
- Exceptional training, best-in-class technology, extensive technical and business support.
- Low cost to invest and quick to start, with ease of operation.
- The brand’s MVP machines “set the standard for quality and flexibility.” Assembled in the U.S.A., they feature remote management, most payment options and advanced on-screen technology for “unmatched operator and user convenience.” Naturals2Go’s vending machines offer up to 500-item capacity, exceeding competitors by more than 45%, with greater flexibility and customization to accommodate a wide range of healthy and favorite snack combinations.
- Naturals2Go starts as an owner-operator model but can be scaled from part-time to full-time and become a manager-operated business.
- A feel-good business because of healthy vending in an untapped market.
For more information, visit https://naturals2go.com/perfect-business/ .
To see more testimonials and stories, visit https://www.franchisewire.com/category/naturals2go/ .
