Quick Take: CTW 2024

An Interview with Linda Saldana, Chair of CTW Task Force

This year, the operators and suppliers came together in the vibrant city of New Orleans for NAMA\’s reimagined Coffee, Tea & Water Show.  It wasn\’t just another conference, but a dynamic hub of innovation. Three powerful words guided the event—Envision, Ideate, and Deliver. So, how did the show turn out?  And, is it a must for 2025? We went straight to the source and sat down with Linda Saldana, CEO of Seventh Wave Refreshments and this year\’s CTW Task Force Chair, to uncover the event\’s most compelling insights and why marking your 2025 calendar for this show is not just recommended—it\’s essential.

This was the first year the opening session was a collaborative one, filled with audience participation.  How did that set the tone for the event?

Linda: It set the tone for the entire conference! I could tell that people were a bit shy at first. Then I saw the atmosphere shift from “I’m being talked to”, to “My ideas and experiences matter here”! It was so good to see operators and suppliers engaged. 

Feedback from attendees was that the educational content in the new Learning Journey sessions was superb.  Can you elaborate on the feedback you received and what messages resonated with the attendees?

Linda: We had very clear goals this year… we wanted to create spaces for growth in operations, LEADERSHIP, sales, and marketing. I was happy to see teams split up and extract a bit from everything we had to offer. I think company culture was an invigorating topic. No matter your role, everyone wants and needs to know how to bring JOY to the workplace! This is what we do! 

This year was the first year NAMA sponsored a coffee experience in the host city.  Everyone loved this year\’s Coffee Crawl!  Personally, I had a blast meeting the local coffee providers and exploring the city of New Orleans. Do you plan to continue to offer experiences like this in the future?

Linda: I hope that we do! It is such a good place for networking which is 99% what NAMA is great at: meeting new people, creating friendships, and establishing partnerships.

Some say “quality over quantity” was also a theme of this year\’s show. How did the Connection Hub facilitate more meaningful interactions between suppliers and operators?

Linda: Deeper collaboration was the key! I can\’t tell you how many times I “went back” to a supplier. CTW has always been described as intimate. This year, it was that experience on steroids!

How do you feel this year’s CTW supported the goal of helping operators Envision, Ideate, and Deliver on their OCS and Pantry Service offerings?

Linda: I truly believe that roundtables were KEY. I witnessed so many ideas being exchanged and experienced so many wow moments just by listening and learning how others are doing their work. I took it as an invitation to do better vs. a comparison.

Is there anything you can share about what NAMA is planning for next year’s event? Why do you believe operators and exhibitors should make it a point to attend?

Linda: This year we learned soooo much. CTW is all about innovation – in thought and action! Next year, we will continue to drive relational leadership in our industry and create intentional steps for collaboration. Operators who attend gain knowledge and inspiration and benefit from forging so many new connections. Also, next year CTW is in Miami!! What fun!

Next year\’s CTW Show will be returning to November dates.  The event will be hosted November 4-5 in sunny Miami, Florida.

Visit NAMA CTW to learn more about the event and to register to stay in the loop on upcoming details.