Chris Stave is the Director of Business Development for Parlevel Systems, where he helps operators adopt technology to navigate the path to better operational efficiency, improved margins and sustainable growth. After 25 years of focus on the OCS and coffee roasting industry, Stave worked for a regional vending operator and then became the co-founder and executive director of the Vend Marketing Institute (VMI). VMI, a nationwide, member owned, coalition of operators, worked on purchasing, merchandising and technology initiatives. VMI merged with Unified Strategies Group (USG) in 2011 and Stave became the Vice President of Technology and Innovation for USG. During his years at VMI and USG, Stave was a pioneer and advocate for vending technology, presented dozens of seminars and encouraged many operators to transition from the traditional vending model to today’s connected business model.