WASHINGTON, DC — The American Bakers Association (ABA) announced that Jorge Rosas will serve as the keynote speaker for the NextGenBaker Brunch at the 2026 ABA Annual Convention, taking place April 19-23 in Colorado Springs, CO.
WASHINGTON, DC — The American Bakers Association (ABA) announced that Jorge Rosas will serve as the keynote speaker for the NextGenBaker Brunch at the 2026 ABA Annual Convention, taking place April 19-23 in Colorado Springs, CO.
Rosas serves as CEO of WeWow USA, a human capital consulting firm, and is an international speaker who has delivered more than 1,000 keynotes worldwide, including three TED Talks. The NextGenBaker Brunch, held on April 20 and sponsored by Mecatherm, will explore how leaders can amplify their influence, make smarter decisions and preserve the human connection that inspires trust. Participants will leave with practical strategies to future-proof their leadership and guide their organizations with confidence.
“ABA’s NextGenBaker program empowers emerging leaders to build the skills, confidence and awareness needed to thrive in a dynamic business environment,” said Pippa O’Shea, senior manager, events and programming for ABA. “Jorge’s focus on leadership, resilience and cultural transformation aligns perfectly with ABA’s Destination Workplace initiative, supporting our mission to help members create workplaces where people feel valued, inspired and empowered to lead.”
ABA’s NextGenBaker program provides the baking industry’s emerging leaders with a dynamic platform to network, learn from experts and invest in professional growth. Through its core focus areas — professional development, public policy engagement, industry trends education and relationship building — NextGenBaker empowers participants to strengthen their skills and broaden their networks.
“The NextGenBaker program is a vital part of ABA’s Strategic Plan to strengthen the baking industry’s leadership pipeline and ensure our members are prepared to meet future challenges,” said Eric Dell, ABA’s president and CEO. “By investing in the development of rising leaders, we’re equipping companies across the baking sector with the vision, insight and relationships needed to drive innovation, advance our shared priorities and sustain long-term industry growth.”
For more information on the event, visit the 2026 ABA Convention website.
