Berkeley Haas Scholarship Winners On The Move: George Roche & Daffodil

Learning happens in unexpected places in random ways.  Just ask Daffodil founder and Jack Larson Scholarship winner George Roche (MBA ’16).

Roche kicked off his summer by espousing the Haas defining principle of Students Always.  He traveled to Rwanda with classmates for the IBD program to work with a small technology entrepreneur.  Battling through changes in the business environment, Roche learned from “the nuances of how our client managed his team, as well as what worked, what didn’t and what ultimately leads to success or failure.”

Returning to Berkeley with a fresh perspective, he was even more inspired to build Daffodil ( – an e-commerce platform for artisanal food brands.  He spent the rest of the summer focusing on sales by signing up artisans and reaching out to customers to see which talking points resonated for his target segments.

Roche expresses special gratitude to Haas alums like Caroline Yeh (EMBA ’15) of Bandar Foods who have helped him connect with others in the specialty food world.  “Getting validation from someone on the inside is huge.  One person can open the door and connections snowball from there.”

What’s next for Roche?  He’s the GSI for the much anticipated Food Venture Lab, led by Will Rosenzweig while finishing the build out of Daffodil’s website.

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