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. 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.