2026 Future Leader in Convenience + Car Wash winner: KARA REGO

At &Back Coffee, which is dedicated to empowering women coffee farmers and promoting sustainability, Kara Rego develops and executes marketing strategies across all channels to produce meaningful, value-driven storytelling.

“Building our D2C platform allowed us to connect directly with a more values-driven audience, especially young consumers and women who care deeply about sustainability and authenticity,” says Rego.

“I loved the challenge of reaching people who want their purchases to reflect their principles and finding creative ways to tell that story.”

Rego developed &Back’s multi-channel storytelling strategy that highlights how every cup supports women coffee farmers and sustainable farming practices, so customers can share with their own audiences.

“I love knowing my work makes a real impact—every project I work on helps support women coffee farmers and their communities. That sense of purpose is what motivates me and makes me feel proud every day,” she says.

Rego wants her work to reflect her values—sustainability, equity and community.

“My generation is reshaping how businesses operate because we expect our values to be visible in what we buy, where we work and the brands we support,” she explains.

“I want to help industries like convenience and gas better understand the importance of connecting with my generation’s values because when they do, it helps create more opportunities and impact for women in need.”

Rego is proud to be a woman of colour in a male-dominated industry, working on projects that support and uplift other women and their communities.

“That representation, and the impact it creates, reminds me why this work matters and motivates me to keep pushing forward,” she says.