About Us

Our Board

The Wholistic Research and Education Foundation co-founding directors are passionate about understanding when and how medicinal cannabis may be beneficial in treating a variety of health conditions and leveraging this research-driven data to make a meaningful difference in the quality of life of millions.

Andy Noorda

Andy Noorda

Chairman and Co-founder

Andy Noorda has a long history as a philanthropist, following in the footsteps of his father and mother, the late Ray and Tye Noorda, founders of the Ray and Tye Noorda Foundation (RTNF), where Andy serves as trustee. Ray Noorda was the CEO of Novell Networks, one of the highest impact technology companies of the 20th century. The life-changing experiences CBD-rich therapeutics delivered for his 14 year-old son with cerebral palsy led Andy to co-found Wholistic Research and Education Foundation, a public non-profit (501c3), dedicated to CBD research, education and advocacy, where she serves as Chairman. Additionally, Andy is a co-founder of Mana Artisan Botanics, an organic CBD infusions company. Andy has deep connections to serving the community through RTNF and also as Managing Member of the Noorda Collage of Osteopathy Medicine, Board Member of the Utah Sports Commission, University of Utah Center for Medical Innovation, the Utah Valley University (UVU) Performing Arts Advisory Council. Andy holds a B.A. from Brigham Young University (BYU).

Pelin Thorogood

Pelin Thorogood

President and Co-founder

Pelin Thorogood is a tech executive and entrepreneur who has made a career out of being at the forefront of emerging business trends and technologies. The potential for CBD-rich therapeutics to deliver significant health benefits has recently led Pelin to co-found Wholistic Research and Education Foundation and Mana Artisan Botanics. Previously she was CEO of Anametrix, the award-winning multi-channel marketing analytics platform (acquired by Ensighten). Her career as a technology executive also includes serving as CMO of WebSideStory, the pioneer in web analytics (acquired by Omniture/Adobe). Pelin holds a B.S. in Operations Research, Masters in Engineering and MBA degrees, all from Cornell University, where she also serves as Virtual Entrepreneur-in-Residence for the Johnson Graduate School of Management. Given her deep commitment to the San Diego community, Pelin also serves as a trustee to the UC San Diego Foundation.

Reena Horowitz

Reena Horowitz

Director

Reena Horowitz is the former president of Coordinated Care Healthcare Corporation, an organization operating hospitals and assisted living facilities. For the last decade Reena has been a philanthropist; organizing benefits for numerous health, science, military, and child-welfare causes and numerous galas. She established the Group of 12 (G12) Speaker Series at Sanford Burnham Prebys Medical Discovery Institute, and together with charity maven Mary Bradley, established the Fishman Fund at Sanford-Burnham Prebys. The fund provides yearly awards to three postdoctoral researchers. Reena was named a Charter 100 Woman of the Year and is a current member of the Charter 100 board. She is also an active member of the ARCS San Diego chapter and a member of numerous other boards including the J. Craig Venter Institute, the Cardiovascular Center of UC San Diego, La Jolla Community Center and USO San Diego. She is also a well-known jewelry designer.

Cheryl Pia

Cheryl Pia

Director

Cheryl Pia is the founder and CEO of the PIA Agency, a creative content agency headquartered in San Diego, with offices in San Francisco, Los Angeles and Portland, (Or). Acquired by CreativeDrive, Inc. in 2017, The PIA Agency works with Fortune 500 companies, including HP Inc., Intel, Hewlett Packard Enterprise and Pepsi, to add value and differentiate their businesses and brands through effective storytelling. PIA has been recognized as one of the top 50 Fastest-Growing Women-Owned Companies in the United States by the Women Presidents’ Organization and American Express. The San Diego Business Journal also recognized PIA as one of the region’s 2017 Fastest 150 Growing Private Companies. In addition to her work at PIA, she serves on the board of Project Concern International (PCI), a not-for- profit organization that works in vulnerable communities to improve health and create long-term change by helping people help themselves. Cheryl also serves on the Board of Advisors for the Joan B. Kroc School of Peace Studies at USD, a global hub for Peace Building and Social Innovation. Cheryl is a graduate of the University of California, Berkeley, and the Tuck School of Business at Dartmouth College.

“There is increasing data that the endocannabinoid system plays an integral role in our overall physical and psychological well-being. As such, we are dedicated to partner with internationally recognized research organizations to drive groundbreaking research projects that have the potential to dramatically shape the developing field of cannabinoid therapy.”

Andy NoordaChairman & Co-founder Wholistic Research and Education Foundation