A graduate of the University of California Berkeley, Rocha also attended St. Mary's University in London, England. Rocha graduated from UC Berkeley during the height of the dot.com bubble in Silicon Valley and her first job was as a project manager for NOKIA (NIC) in Mountain View, CA. Rocha developed a serious interest in trade show and conference management which eventually led her to earn both the CMP and CMM certifications (the highest in the meeting planning industry).

Rocha eventually founded the Sabor Latino Food Industry Trade Show in 2013 when she noticed there was a huge gap in the trade show industry for Latino foods. With Rocha’s expertise in sales, marketing and project management, Sabor Latino has become a recognized brand in the trade show industry and serves as the premier business platform for Latin food professionals. Rocha also has business industry/leadership certifications from: Cal State University San Francisco, UCLA & USC.

Rocha developed a passion for healthy eating while a student at UC Berkeley. This passion has led to a lifelong commitment to wholesome living. Rocha enthusiastically shares her passion for healthy eating by volunteering for the following organizations: American Heart Association, Long Beach Memorial Women's Heart Institute, The Heart & Vascular Institute at LBMMC, NLBWA-National, LGELP-USC and the ATC School Culinary Program in Montebello, CA.

Lilly Rocha serves on the following Boards:

HONOR-PAC Latinx/LGBTQ+ Political Action - Board Member

AEM (Asociación de Empresarios Mexicanos) - Board Member

Latino Restaurant Association – Board Member

Latino Food Industry Association - Immediate Past President and current Board Member

Long Beach Memorial Heart & Vascular Institute - Corporate Advisory Board Member