The American Bakers Association (ABA) has revealed that Jorge Rosas, an international speaker who has delivered more than 1,000 keynotes worldwide, including three TED Talks, will serve as the keynote speaker for the NextGenBaker Brunch at the 2026 ABA Annual Convention, taking place April 19–23, 2026, at The Broadmoor Hotel in Colorado Springs, CO.  

The NextGenBaker Brunch on Monday, April 20, sponsored by Mecatherm, will feature Jorge Rosas, CEO of WeWow USA, as the keynote speaker. In his session, Rosas 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, integrity, and vision.    

ABA’s NextGenBaker program provides the baking industry’s rising leaders with a dynamic platform to connect with peers, learn from experts, and invest in their professional growth. Designed to cultivate the next generation of leadership, the program engages executives   from baking and supplier companies. Through its core focus areas, professional development, public policy engagement, relationship building, and industry trends education, NextGenBaker empowers participants to strengthen their leadership skills, broaden their networks, and gain the insights needed to drive the commercial baking industry forward.   

“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,” says ABA President and CEO Eric Dell. “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.”  

“ABA’s NextGenBaker program empowers emerging leaders to build the skills, confidence,  and awareness needed to thrive in a dynamic business environment,” says ABA Senior Manager, Events and Programming Pippa O’Shea. “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.”

Related: ABA companies aim to cut some synthetic colors