Lilly Rocha is the CEO of the Latino Restaurant Association, a national organization with more than 800 members. Lilly is also the founder of the Sabor Latino Food Industry Trade Show, the nation’s largest Latin food trade show.

A graduate of the University of California, Berkeley, Lilly also attended St. Mary's University in London, England. Following her first job as a project manager for Nokia, Lilly developed a serious interest in trade show and conference management, earning both the CMP and CMM certifications (the highest in the meeting planning industry). Lilly founded the Sabor Latino Food Industry Trade Show in 2013 to fill a gap in the trade show industry. With Lilly’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.

Lilly developed a passion for healthy eating while a student at UC Berkeley. She enthusiastically shares this passion by volunteering with numerous organizations, including the American Heart Association, Long Beach Memorial Women's Heart Institute, the MemorialCare Heart & Vascular Institute, Latino Food Industry Association, National Latina Business Women Association, and the culinary program at Applied Technology Center High School in Montebello, CA.