Lucas Goodenough is a purpose-driven business leader dedicated to embedding sustainability, equity, and impact into the coffee industry. As Head of Sales and Operations at &BACK COFFEE, he plays a pivotal role in expanding the company’s reach while ensuring its mission—empowering women coffee farmers and promoting sustainability—is integrated into every aspect of the business. A founding team member, Lucas has been instrumental in scaling &BACK COFFEE’s impact across North America, with its coffee now served in over 500 locations across Canada, while also leading the company’s expansion into the U.S. market.

Lucas’s leadership and commitment to sustainability have earned him industry recognition, including the Future Leaders in Convenience Award, which honors outstanding young professionals making significant contributions to the convenience industry. Under his leadership, &BACK COFFEE has also received the Innovative Achievement of the Year Award from the Coffee Association of Canada and the DEI Impact Award from Convenience Store News Canada.

Lucas believes that sustainability is not just an initiative but a fundamental pillar of business success—one that ensures responsible sourcing, environmental stewardship, and economic empowerment are deeply embedded into how companies operate.