“I literally had that epiphany, and I knew in that moment that I would be studying botanicals and touting the benefits of botanicals and wanting other people to explore botanicals for the rest of my life,” she said. “Pretty early on I found that it was my passion to help people discover plants and perhaps integrate them into their lives, so it’s been quite a trajectory, and I’m really honored that it caught hold in me so early.”
Fox’s journey took her through the American Botanical Council (ABC), where she contributed to the HerbMedPro database, blending scientific rigor with traditional herbalism, and eventually to founding Canna Joint Relief. Today, she is the national educator for manufacturer and retailer Piping Rock, where she educates people about legacy wellness brands and encourages proactive health practices through science-backed research.
Fox credits her grandmother, ‘Wild Sally’ along with her mother Sandra, for instilling entrepreneurial values like persistence, patience and financial management. She highlighted how ABC’s science-based approach shaped her professional perspective, helping her communicate effectively with Western audiences through evidence rather than traditional knowledge alone.
In addition to her role at Piping Rock, Fox said she is focused on mentorship, botanical sustainability and inspiring younger generations through her recent board position at Berkeley Herbal Center.
“[I’m] honored to be there [and am] really hoping to inspire those younger generations to continue the thousands of years of traditions of herbal medicine,” she said.
Looking ahead, Fox identified three key opportunities for women in the nutraceutical space: leadership roles in executive and R&D positions, entrepreneurship with dedicated funding and increased diversity in scientific research beyond historically male-focused studies.
