Roxi Beck named “Kick-Ass” woman

Look East Vice President Roxi Beck has been named one of 15 “Kick-Ass Women in Food.” Food Processing magazine sponsored the initiative to celebrate women in the food and beverage industry and recognize their contributions.

Roxi Beck, Vice President

A Kick-Ass Woman is defined as “someone who isn’t afraid to be powerful, push harder and blaze trails in the food industry and beyond. She looks at the world differently and unapologetically. And she isn’t afraid to shake things up.”


That is an apt description of Beck, who joined Look East in 2007 because she wanted to help people in the food industry solve challenges and apply communications strategies in new ways.

“I’m humbled to be named among this group of women – it’s a true honor,” she said.

When asked what advice she’d offer young women entering the food and beverage industry, Roxi shared words of wisdom, which were compiled in a book featuring the honorees:

Balance isn’t “all things equal.” Life is saturated! The hardest part is being willing to embrace the craziness while managing priorities. Sometimes, “balance” means focusing all my energy on my child’s birthday one evening and leaving well before the next day’s dawn to make a business presentation. Having an incredible partner who’s supportive and encouraging is also key to my success. Follow your passion and rely on your values as a guide. It can be an incredible feat to get everything done that is required and desired, but it will be worth it. Throughout your journey, be humble—but confident— and never be afraid to ask questions.

You can download a copy of the Kick-Ass booklet at

At Look East, formerly CMA Consulting, Beck focuses on consumers – researching their perspectives and desires, developing programs to help individuals in the food system better connect with them, and engaging them to provide interactive, hands-on experience with those responsible for raising, processing, and marketing today’s food. She is passionate about balanced nutrition and maintaining an active lifestyle, both in her work and as wife to superdad and mother of two kickass eaters.

By Susan Mires