Chief Executive Officer, Rotogro™

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Jaye Siegmueller is a passionate innovator, builder, and environmental entrepreneur whose career spans two decades of leading-edge ventures rooted in sustainability, food systems, and regenerative business. As CEO of Rotogro™, she is leading the charge to revolutionize vertical agriculture with scalable, soil-conscious technology designed to restore health to both people and the planet.

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Lovingly known by colleagues as a serial entrepreneur, Jaye has founded and exited multiple successful businesses—including Farm Bound (organic grocery delivery), Bottle None (zero-waste haircare, featured on Dragons' Den), Upside Cider (organic farm and cidery), and Okanagan’s first refillery. Whether launching a community-owned co-op or building and selling wholesale brands in over 200 stores, her work is always grounded in values of integrity, innovation, and circularity.

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With a Bachelor of Business Management, CGA Level 3 designation, and additional certifications in Permaculture Design and Herbal Medicine, Jaye blends sharp business acumen with deep reverence for the land.

 

She’s the recipient of multiple awards, including Vernon Chamber of Commerce Business Leader of the Year (2022) and Community Futures’ Enterprize Challenge Winner (2016).

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Jaye lives lakeside in Lake Country, BC, where she wakesurfs with her partner Brett and finds daily inspiration in the natural rhythms of the Okanagan. She brings that same energy—joyful, grounded, and unstoppable—to every initiative she leads.