Lisa Feria is a former Procter & Gamble and General Mills brand leader who helped launch products like Swiffer and Febreze before becoming a first-time vegan in her 30s and intentionally pivoting her career into mission-driven investing focused on eliminating animals from the supply chain. As one of the earliest venture investors to focus exclusively on alternative protein, she backed companies like Beyond Meat and Memphis Meats very early and frequently describes spending significant time helping founders with distribution strategy, pricing, and brand positioning by drawing on her Fortune 500 CPG experience.

• A strong enthusiasm for the plant-based food industry, frequently sharing personal experiences with specific products like bacon from MyForestFoods or restaurant meals featuring Impossible Foods and Beyond Meat.
• Advocacy for increasing Latina representation in the investment world is a recurring theme, often citing statistics about the low percentage of capital that goes to these founders while highlighting peers like Consuelo Valverde or Maria Salamanca to raise their visibility.
• Dedication to mission-driven organizations and animal welfare, evidenced by attendance at galas for Mercy For Animals and speaking engagements at the Net Impact conference regarding sustainable food systems.
• Focus on empowering women in business through participation in events like the Vegan Women Summit and sharing mentorship advice, such as the importance of balancing future vision with current execution.
• Connection to Puerto Rican culture and community appears occasionally, seen through support for figures like Lin-Manuel Miranda or expressions of solidarity regarding political leadership within the territory.
• Interest in the practical side of founder-investor relationships, including sharing podcasts or tips on how entrepreneurs can best approach venture capitalists and build professional networks through content sharing.