2025 Star Women in Convenience winner: Roxanne Joyal

Roxanne Joyal                 

Founder and CEO        

&BACK COFFEE

How did you get into this business? 

For the past 25 years, I’ve worked alongside women around the world—first selling beaded jewellery handcrafted by women artisans, and now through coffee. The goal has always been the same: to empower women through responsible business. &Back Coffee is the continuation of that mission, using one of the world’s most loved commodities to drive regenerative and lasting change. Our bold and audacious goal is to positively impact the lives of 10,000 women in our supply chain.

What work-related accomplishment are you most proud of during the last 12-18 months? 

The growth we’ve achieved in Canada has been a highlight—especially our national partnership with Van Houtte Coffee Services and our placement in over 500 offices, hotels, convenience stores, and airline programs.  

What do you like most about your job? 

It all comes down to people—our amazing team, our remarkable partners and customers, and the inspirational women we source our coffee from, whom we have the opportunity to meet at origin. They remind us of why we do what we do every day.  

What was the biggest challenge of your career? 

Navigating growth in a volatile and fast-changing market has been a challenge. We stay grounded by focusing on our mission, staying agile and being able to adapt and pivot when needed, and ensuring that our approach creates value for everyone in our ecosystem.  

What's the best advice you ever received? 

“Pèse le crayon.” A cherished mentor in the coffee industry encouraged me to realize my and the company’s value and self-worth and to approach our initiative from a perspective of abundance and infinite growth. We know that when we align our impact with purpose and performance, the results are exponential—and we've seen that firsthand.  

What's your career highlight/biggest achievement? 

Returning to origin and spending time with the women coffee farmers who inspire this work has been my greatest honour. Their stories ground everything we do. I was once told that a job should be a commitment to a higher ideal—and I’ve carried that with me ever since.  

What excites you most about the future of this channel? 

Convenience stores are evolving into community hubs, and there’s so much opportunity to elevate the experience. I’m excited to be part of reimagining this space—where people can pause, connect, and feel proud of what’s in their cup. 

What trends or innovations are you keeping an eye on right now. Is there anything you think will shape the business in the next five years? 

I’m focused on our approach to growth and trade within Canada. We need to realize our full economic potential within our borders; this includes supporting Canadian brands that speak to core beliefs held by Canadians across this country. Our goal is to build a unifying brand that reflects regional diversity while representing our collective Canadian project we all call home. 

How do you define yourself as a leader? 

Inclusive. I believe in surrounding myself with people who are more skilled than I am, and in helping them grow. I truly believe that my role is to set the vision and then to help develop our people so they can achieve their personal and professional greatness.