Today we’d like to introduce you to Liz Rodrigo
Hi Liz, please kick things off for us with an introduction to yourself and your story.
I am the co-founder and CEO of CaliLily, a newly launched luxury line of cannabis-infused fruit chews. Made with premium ingredients, award-winnging solventless live rosin, and precise dosage, CaliLily edibles always provide the right experience. CaliLily’s products are designed to be enjoyed for any reason or no reason at all.
I have a BA in Psychology from Syracuse University and an MBA from UVA Darden School of Business, with a concentration in Marketing. Formerly a marketing brand manager in the wine industry, I made the change to cannabis to challenge myself to try something new. Together with my business partner, I am dedicated to helping women find a calmer, more balanced life through premium cannabis products.
Along the way, the most impactful learnings for me have been:
• Harnessing compassion and the ability to see situations from multiple perspectives have been vital. I am willing to set aside my ego, admit areas where I need help, and act based on thoughtful decisions. This flexibility is crucial in the ever-changing world of startups.
• Being comfortable with vulnerability is powerful and paves the way for authenticity. It allows me to be open to feedback, pivot when necessary, and build trust with my co-founder and outside vendors and consultants we work with.
• Thinking three steps ahead and wearing multiple hats is a significant advantage. As a new mom, I am adept at juggling various responsibilities, which aligns perfectly with the demands of founding and running a company.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
Of course, there have been struggles! That’s part and parcel of the entrepreneurial journey.
Currently, our biggest challenge is securing partnerships with cannabis dispensaries in California to sell our products. There’s fierce competition in the market, with a race to the bottom in pricing and quality, creating resistance for higher-end products like ours. At the same time, there’s a vital need for brands that speak to different consumer groups and help normalize cannabis use, whether for wellness or recreational purposes. To overcome this hurdle, I’m focusing on sharing our brand’s story and mission with budtenders, dispensary buyers, and owners. I’m emphasizing the unique aspects of our product, especially as a female-owned brand that prioritizes the female consumer. By highlighting these values and the importance of inclusivity in the cannabis space, I hope to create more meaningful connections with potential partners who align with our vision.
My advice to anyone just starting their entrepreneurial journey is to be prepared for unexpected challenges and to make thoughtful decisions about where you allocate your resources. Even with careful planning, unforeseen problems can arise, and you may second-guess some of your decisions. It’s all part of the journey of starting a new venture, so stay adaptable and be ready to learn from every experience.
Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
What sets CaliLily apart is its unique blend of personal passion and a mission-driven approach to normalizing cannabis use, particularly among women. Rooted in a deep personal connection to the healing power of cannabis, the company is more than just a business—it’s a movement that empowers women to make unapologetic choices about their health, lifestyle, and well-being. CaliLily’s commitment to premium quality shines through its cannabis-infused fruit chews, crafted with solventless live rosin and minor cannabinoids. These versatile products are designed to deliver both enjoyment and wellness in any setting.
What were you like growing up?
At age five, my parents divorced, and my father moved to another state. This early experience of separation and change forced me to adapt quickly and become emotionally self-reliant at a young age. An even more significant challenge came when my mother was first diagnosed with cancer while I was in 8th grade. When her cancer returned during my high school years, the responsibility of caring for her fell heavily on me. Watching her battle the disease and eventually pass away was incredibly tough, but it made me emotionally resilient. These early life experiences ingrained in me the importance of perseverance and self-reliance. I learned that no matter how difficult things get, I can come out stronger on the other side. At the same time, I realized the importance of leaning on others—people I could truly trust—because facing challenges alone isn’t sustainable. Today, I know with absolute certainty that there’s nothing I can’t overcome. Every hurdle I’ve faced has made me more resilient, more capable, and stronger than I imagined I could be.
Contact Info:
- Website: https://calililycanna.com
- Instagram: https://www.instagram.com/calilily_hq/
Image Credits
Photos courtesy CaliLily
