MEET ROSE

ROSE PENELOPE YEE:

A Powerful Vision for the North State

Rose Penelope Yee’s run for California’s first congressional district, CD-1, has roots in her family’s struggle for freedom and democracy in the Philippines.

A leader in the socially-responsible business movement, Rose is building on this legacy to bring real representation and needed solutions to the North State: environmental safety, economic security, education and healthcare for all.

During the Philippines’ martial law era, Rose, like many students, joined the massive street protests against the dictator and then had the opportunity to help her father run for office, handing out leaflets as they campaigned from town to town. A lawyer recognized in 2019 for his courage, he organized fellow attorneys to represent students who’d been thrown in jail and was then detained himself. Today, she credits her mother, a local journalist, and father for her strong belief in community and the power of people to come together for lasting positive change.

Her interest in advocacy was rekindled in 2006, when she and her husband, Timothy, linked up with the growing movement to use business as a force for change. Turned-off by the lavish excesses of the corporate events that accompanied their successful careers in finance, they founded Green Retirement as a way to help people with 401K accounts build their retirement savings while creating a more sustainable future. 

In 2007, the firm became one of the country’s first B Corporations—a certification for businesses that are leading the way on social, environmental and operational performance. In 2015, Rose was named a captain of the industry by the National Association of Plan Advisors. Five years later, she was recognized by Conscious Company magazine as a World Changing Woman for co-founding WeTheChange, a group for women leaders of purpose-driven businesses. Rose was also honored in 2018 with the B Economy Leadership award and served as a board member of the American Sustainable Business Council from 2020-2023. 

Moving to Redding in 2014 from the Bay Area, Rose  was struck by the ravaging effects of the nation’s growing income inequality on her new community and was stirred to move beyond sustainable business activism to affect greater change. In 2022, she entered CD-1’s general election as an independent, winning nearly 6,000 votes despite entering late and without any backing. She sensed the region’s rising readiness to kick the district’s longtime incumbent out of office and has been building on that wave through her knack of bringing people together and her personal warmth. 

In March’s primary, she ran as the Democratic party’s endorsed candidate and advanced to the general election to run against Doug LaMalfa. She couldn’t be a stronger contrast with the incumbent: a practical idealist who opens her heart to all community members, knows how precious small d democratic values are, and will fight for full-spectrum healthcare access and economic opportunity for all North State residents.  

Learn more about Rose’s platform.

Q&A: Get to know Rose

  • So many, but mostly I’m a chocoholic. I really can’t resist chocolate! And I know it’s not popular but I love anchovies on pizza.

  • My hubby, Timothy, is also my co-founder and partner in the family business. We started Green Retirement in 2006 to help 401k plans benefit the planet and society as well as employees. He loves geocaching and Burning Man. Our son, James, is a new financial advisor and he just joined the firm. He’s had a lifelong fascination with knives of all kinds—that grew out of specialty shop in San Francisco on Pier 39 that we would go by when he was in a stroller. When he was in high school, he started working at the store and a few years later he won the Pier’s award for best employee. One of my sisters is a pediatrician with a practice in the Redding area and I have family, including my mother, living in the Philippines. She recently returned there with advanced dementia for more care. My brother still lives there.

  • I met my husband through work in Singapore. We were both in Citibank’s fast-track management training program. He grew up in the Bay Area in El Cerrito and after we married we settled in the Bay Area in 1993 to start our family.

  • I had the chance to travel to the U.S. on a trip with my sister who was interviewing in New York. It was 1992 and we stopped over in San Francisco on the way there. New York reminded me of Manila, a huge city. One of the biggest culture shocks is one that I still have: how does the U.S., such a rich and powerful country, lag behind the Philippines when it comes to paid maternity and now paternity leave?

  • Right now, it’s a New Zealand police procedural which has some funny moments – it’s called Brokenwood. Good Omens is another favorite.

  • I love knitting. I’m a bit nerdy so for fun I like to listen to political podcasts by independent media. I’ve been brushing up on economics on YouTube too. For relaxing shows to watch, my go-to is cooking on YouTube.

  • One of the best events so far was joining a float at the Bok Kai parade, a yearly Chinese New Year’s event held in Marysville that was organized by the amazing volunteers of the Feather River and Sutter County Democratic groups. The parade was lined with enthusiastic people and it helped, of course, that candy and flags were flowing out to them from the float and volunteers walking alongside it. It was so gratifying to get thumbs up from voters and I heard quite a few shout outs of “We voted for you!”

    Generally, I’ve been hearing a lot from people in the district that they want LaMalfa voted out of office. And that there’s a serious need to have Congress do a better job of truly representing us. I have spoken to constituents who have gone bankrupt due to medical debt. Housing affordability is also a big issue in our district. And we need more mental health care and other solutions to help the unhoused.

  • I met Bernie in 2014, a few months before he declared that he was running for president. I was at a retreat for socially conscious business leaders in Burlington, VT, and there he was. One of the people organizing the event knew I was a Bernie fan so he gave me the heads-up that Bernie was attending. I spotted him standing on the side while we were waiting for dinner to be served. He was alone so I immediately went up to him and struck up a conversation. He was so unassuming! I made sure to whisper in his ear that he should run so now I like to joke that I was one of the people who got him to declare his candidacy.

  • The five priorities we’ve identified represent what I feel a congressional representative should advocate and vote for. It speaks to my belief that healthcare, housing, education, and income security are basic rights that all Americans should have.

  • I never thought I’d run for office but I was raised in a politically active family. My grandfather was a three-term mayor of the town I grew up in and my father ran as a delegate to the constitutional convention. I joined him on his campaigns, going from town to town, handing out flyers. Of course, the political system in the Philippines was corrupt, with votes being bought, and my father lost.

    In his free time, my father organized other lawyers like himself to provide pro bono representation to students who had been arrested protesting the Marcos dictatorship. He was detained for this during the regime. In 2019, he was honored for this work and my mother and I were able to attend the ceremony.

    As an adult here in the U.S., I’ve been very content with my own activism through our socially conscious retirement firm and my roles with the Social Venture Network and the B Corp community, two groups that are part of the movement to harness business as a force for good. But ultimately I felt like someone who represented my values needed to run against LaMalfa, and that someone turned out to be me.

JOIN TEAM ROSE

  • This isn’t a secret but I have four first names: Aurora Cristeta Rose Penelope. The first is from my paternal grandmother, the second from my maternal. On top of these first names, it’s customary in the Philippines to use your maiden name as your middle name when you get married and opt to use your husband’s last name. Taken together then, my full name is Aurora Cristeta Rose Penelope Lagoc Yee. What a mouthful! I’ve simplified it to Rose Penelope Yee.

  • I’m a mix. I love talking and being in community with people but am also just as happy being on my own. If you’re familiar with the Myers-Briggs test, I’m an INFJ, one of the rarest types.

  • Yes, just one: a pup named Kaboom who found us on the road on the way home from shopping at Costco. She travels with us and you may have seen her in my campaign photos! Apparently, she doubles as a boot brush, according to a friend when he first saw her photo. You’ll find her on our company’s website as Kaboom Boomboom, where she playfully holds the title of Chief Love Officer.

  • Hmmm, I don’t think of myself as being a particularly prideful person. I’m very happy that our business is thriving and delivering on its mission to move retirement savings from extractive, polluting companies to those aligned with my values of making the world a better place for people. I’m also very happy to have a harmonious family life and be blessed with a son who is a good guy!

  • Easy peasy: Just start knitting and take a time out. Even better, have a nice cup of tea with high quality chocolates on the side. And pray. I’m not super religious, but I believe in the power of prayers. Like most people from the Philippines, I was raised Catholic. These days, I just attend holiday masses at St. Joseph’s in Redding.

  • When the housing market crashed in 2008, it was terrible for our business, which has a big emphasis on 401(k) retirement savings planning. We had just launched the firm in 2006 and were still establishing ourselves -- nobody was answering our calls and there was no business coming in. We could see why this was happening, given the crash’s effect on businesses and their ability to spend on benefits so we survived by dipping into our own savings since banks weren’t lending. It underscores how important it is to save – even if you have to pay penalties, like we did, you still have that safety net for hard times.

  • We moved to Redding in May of 2014. My youngest sister, who is a doctor, has a pediatric practice here so we would often visit. Once, on a lark, we went to see what homes were for sale and we saw a house that spoke to us. Since we were already so familiar with the area and housing prices were on the rise, we decided to sell our house in Oakland and move here.

  • We love the quiet countryside feeling. It’s like a refuge from the world.