ABOUT
Doing industrial automation the right way
CRAVE Technical is a multidisciplinary automation integration company specializing in machine vision, advanced controls, robotics, and complex system integration. Founded in 2011 to close the gap between technically impressive machines and real-world manufacturing realities, our focus is simple: reduce risk, solve the hardest challenges, and deliver solutions that perform reliably on the factory floor.
Letter from the Founder
When I started CRAVE Technical, I wasn’t trying to build the biggest automation company or chase the latest trend. I was trying to solve a problem I had seen too many times.
Earlier in my career, I worked as a process development engineer, responsible for taking automated equipment from vendors and making it work in real production environments. Too often, the machines arrived incomplete and technically impressive on paper but disconnected from the realities of manufacturing. The burden of making them usable fell on the customer. That experience shaped my belief that automation should be designed around the process, the people, and the outcome, not just the machine.
CRAVE was founded to do automation the right way.
From the beginning, our focus has been on understanding what our customers are truly trying to accomplish. Sometimes that means starting with a blank sheet of paper. Other times it means untangling years of manual processes, workarounds, and production constraints. In either case, our responsibility is the same: to reduce risk, deliver reliable results, and ensure the automation we build performs where it matters most—on the factory floor.
We approach every project as a partnership. Our team works alongside our customers, taking ownership of the challenges and staying accountable for the outcome. We believe automation should instill confidence, not create uncertainty. That belief drives how we engineer, how we test, and how we support the systems we deliver.
Over time, this philosophy evolved into what we now call ProQ – our disciplined, methodical approach to automation realization. ProQ exists to ensure nothing is missed; the hardest problems are addressed early, and every system is engineered and validated with intention. It reflects our commitment to quality, repeatability, and long-term success for our customers.
CRAVE has grown significantly since those early days. What began as a single engineer has become a diverse team of specialists in machine vision, advanced controls, robotics, safety systems, and machine building. We work across industries, solve complex problems others avoid, and bring together best-in-class technologies to create robust, future-ready solutions. Yet despite that growth, our mindset has not changed.
We still measure success the same way: whether our customers succeed.
Many of our customers have worked with us for years, not because they must, but because they trust us to do the work thoughtfully and responsibly. That trust is something we take seriously. Automation is a significant investment, and it deserves a partner who is willing to stand behind every decision, every design, and every line of code.
Whether you are just beginning your automation journey or looking to solve a problem that hasn’t been solved before, our team is ready to help. We bring experience, discipline, and a genuine commitment to doing this work the right way.
Thank you for taking the time to learn about CRAVE Technical. We look forward to the opportunity to work together.
Joe Crandall
President & Founder
CRAVE Technical
From Concept to Production
As demand for our partnership grew, CRAVE expanded from a solo controls engineering practice into a full automation realization partner. By adding in-house manufacturing, electrical panel builds, system integration, and commissioning services, we allow customers to move from concept to production with a single, accountable partner.
Our commitment to innovation has led to the development of proprietary, standalone systems designed to solve specific industry bottlenecks:
Webster: Emerging from repeated custom solutions in the bag-in-box industry, this distinct, independent system delivers high-speed, bolt-on automated inspection replacing manual methods that limit quality and throughput.
AutoBox: Created to streamline and standardize machine vision integration, our controller software unifies complex vision, controls, and data handling into a single turnkey platform.
Meet the Team
Joe Crandall | President
The Expert Leader – Joe is a degreed Material Scientist and Chemical Engineer who forged his path into Controls Engineering to solve a specific problem: the need for automation implemented “the right way.” He founded CRAVE Technical to turn his methodical regimen for design into a standard of excellence – The ProQ process. As the passion behind every project, Joe ensures that while our systems are high-tech, our relationships remain high-touch, making every customer feel like our only customer.
Sara Deluca-Sera | Business Manager
The Organizational Heart – If Joe is the brain of the organization, Sara is the heart. She manages vital day-to-day operations including accounting, purchasing, inventory, and HR that keep projects moving on schedule. Beyond the logistics, Sara maintains the team’s morale and ensures the “human element” is never lost in our technical work. Whether you are receiving a shipment notification or an invoice, Sara’s calm demeanor and empathetic outlook set the tone for the seamless experience CRAVE delivers.
Matt Houghton | Controls Lead
The Execution Engine – A degreed Mechanical Engineer with a passion for Controls Engineering, Matt has taken the CRAVE foundation and leveled up our technical capabilities and execution. A master of the ProQ process method, Matt thrives on mentoring and teaching the next generation of CRAVE programmers to ensure consistent, high-quality results. He is the champion of our “can-do” attitude, consistently finding creative ways to optimize schedules and find the extra capacity needed to meet critical customer deadlines
Joel Roberts | System Design Lead
The Risk Mitigator – If Matt is our “can-do,” Joel is the “what if” behind every challenge. As a degreed Mechanical Engineer and our System Design Lead, Joel is the most conscientious engineer you will meet. He looks across multiple disciplines to architect for the cleanest solutions with the lowest possible risk. Projects stay on plan and on budget because of the thoughtful consideration Joel puts into defining “what good looks like” before anyone gets started.
Ross Sandlin | Head of Sales
The Customer Advocate – Bringing nearly three decades of commercial experience in Industrial Automation, Ross helps CRAVE view every project through the customer’s lens. A degreed Chemical Engineer and seasoned automation consultant, Ross focuses on asking the right questions to uncover the true needs of your operation. He provides our clients with a dedicated single point of contact and a tireless internal advocate to ensure every project reaches a successful, high-ROI conclusion.