MEET ROSE
ROSE PENELOPE YEE:
A Fighter for the North State
Rose Penelope Yee is Chair of the Democratic Central Committee of Shasta County, a longtime advocate for justice, and co-founder of Green Retirement, one of the first Certified B Corporations in the country. Raised during the Philippines’ martial law era, she learned firsthand what people-powered democracy can achieve. Rose is running for Congress to champion People, Peace, and Planet—so North State families have a fair shot, our communities are safe and resilient, and our government invests our tax dollars in public goods rather than war and oligarchs’ interests.
Growing up, Rose watched her parents take real risks for democracy and human rights. Her father, a lawyer who organized fellow attorneys to defend jailed student protesters, was himself detained for it. Her mother, a local journalist, modeled courage and integrity in the face of censorship. As a student, Rose joined massive street demonstrations against dictatorship and later helped her father campaign for public office—early lessons in people-powered change that continue to guide her today.
Rose met her husband, Timothy, in Singapore while both were in Citibank’s fast-track management program. After marrying in 1993, they moved to the Bay Area to raise their family. As they advanced in finance, Rose became increasingly troubled by corporate excesses. In 2006, she and Timothy founded Green Retirement so that workers could grow their 401(k)s while investing in companies that respect workers, communities, and the planet. In 2007, Green Retirement became one of the nation’s first Certified B Corporations, and Rose went on to receive national recognition for her leadership in values-driven finance—including being named a Captain of the Industry by the National Association of Plan Advisors, co-founding WeTheChange, and receiving the B Economy Leadership Award.
When Rose and her family moved to Redding in 2014, she saw up close how widening inequality, rising healthcare costs, and climate-driven wildfires were hitting North State families. That experience pulled her more deeply into local organizing and eventually into formal political leadership. As Chair of the Shasta County Democratic Committee, she authored and won unanimous approval for a resolution calling for an end to the genocide in Gaza, a permanent ceasefire, and recognition of the State of Palestine—a reflection of her belief that peace, human rights, and justice are inseparable at home and abroad.
In 2024, Rose ran an uphill, grassroots campaign against Congressman Doug LaMalfa, introducing herself and her People, Peace, Planet vision to voters across the district. Now, as a seasoned campaigner and rooted community leader, she’s running again to bring real representation to the North State—fighting for healthcare as a human right, living-wage jobs, climate resilience, and an end to endless-war spending so we can finally invest in our people and our communities.
Q&A: Get to know Rose
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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.
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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.
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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.
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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?
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Right now, it’s a New Zealand police procedural which has some funny moments – it’s called Brokenwood. Good Omens is another favorite.
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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.
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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.
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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.
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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.
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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
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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.
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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.
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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.
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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!
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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.
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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.
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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.
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We love the quiet countryside feeling. It’s like a refuge from the world.