I was born and raised in Santa Cruz, CA – a city rich in cannabis culture. With a diverse heritage from a working-class agricultural family, I was driven to become a first-generation college graduate. After completing my business degree from the University of Southern California, my passion for health, wellness and devotion to a plant-based diet inspired me to create a variety of products reflecting those core values. While working closely with my father, Joshua Rich – a pioneer in the cannabis industry with over 25 years of experience, RICH&ROSE was born.