By Neil Swindale
The National Automatic Merchandising Association (NAMA) has named Jim Carbone its 2025 Coffee Legend of the Year—recognizing a career defined by passion, innovation, and a lasting impact on the coffee and refreshment industry.
Currently with the WithMe Company, Carbone has helped shape the modern coffee experience for decades, from hands-on service work as a teen to pioneering the craft coffee movement that revolutionized office coffee service nationwide.
“Honestly, it came a little out of the blue,” Carbone shared during his conversation with Neil Swindale, CEO of GoGo Refresh. “Our marketing team said they wanted to throw my hat in the ring, and I said, ‘Sure, why not?’ So when I found out I’d won, I was surprised—but deeply honored.”
Although Carbone couldn’t attend the NAMA show to accept the award in person, the announcement drew a standing ovation. “I heard the room erupted,” he said. “I got flooded with texts and emails. It was a great feeling.”
From Cleaning Brewers to Craft Coffee Leader
Carbone’s story began, fittingly, with a coffee brewer. “My uncle was a service tech, and when I was around 12 or 13, I’d help him clean coffee brewers and mats,” he recalled. “It was kind of cool to be part of that world as a kid.”
After college, he started a vending business in his twenties, eventually merging it with his family’s company. That hands-on experience revealed a deeper passion: elevating coffee programs across offices and hospitality spaces.
That passion ultimately led him to co-found Tradecraft Coffee & Tea Outfitters with Michael Klong. The pair recognized a growing need among local and craft roasters who wanted to focus on roasting—not on equipment, delivery, or service.
“Roasters want to roast,” Carbone said. “They don’t want to handle equipment, deliveries, or maintenance. That’s where we came in.”
Tradecraft quickly became an industry innovator, bringing cold brew, kombucha, and premium teas into workplaces long before they became mainstream. The company also pioneered in-office barista bars, installing $20,000 espresso machines and training baristas for major corporate clients like Google and LinkedIn.
Tradecraft’s success eventually led to its acquisition by Compass Group, where it continued to accelerate growth in premium coffee programs nationwide.
A New Chapter: Coffee Meets Technology
Today, Carbone’s entrepreneurial energy is focused on SipWithMe, WithMe’s tech-enabled coffee amenity for multifamily properties.
“Our platform lets properties give residents a set number of free cups per month,” he explained. “After that, they can purchase additional cups. It keeps residents happy and drinking great coffee without leaving their building.”
With nearly 1,000 bean-to-cup machines and 5,000 printers nationwide, WithMe blends hospitality with SaaS innovation. “We’re not selling coffee machines,” Carbone said. “We’re selling technology as an amenity.”
A True Legend of Coffee
From cleaning brewers as a kid to reshaping how workplaces and communities experience coffee, Jim Carbone’s journey mirrors the evolution of the industry itself—from traditional vending to craft coffee to tech-driven convenience.
“For me, coffee has always been about that pause,” he reflected. “It’s the moment you stop, reset, and recharge. That’s what the coffee break was meant to be.”
And as for what’s next? Carbone smiled. “I’m just having fun. At this stage, if you’re not having fun, why do it?”
Congratulations to Jim Carbone, NAMA’s 2025 Coffee Legend of the Year—a true innovator whose career blends hard work, creativity, and a lifelong love of coffee.
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