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Rocio was raised in Porterville California, graduated from Granite Hills High School and received a bachelor's degree in criminal justice. She started Ecovalley in 2020 during the pandemic because of a suggestion from her younger sister when she told her how plastic straws hurt sea turtles. To address this, the goal of Ecovalley is to reduce single use plastic waste and packaging and the logo symbolizes the foundation of this idea. Ecovalley services the local community and surrounding area providing solutions such as reusable straws, wool dryer balls, and home-made soaps with biodegradable packaging. Ecovalley is a home business that participates in pop-up and community events and local on-line orders through ecovalleyusa.com. As a small business owner, Rocio loves that the city of Porterville and the Porterville Chamber of Commerce support any shop local initiatives.