Episode 32

How CBD Saved This Family Horse Which Then Launched A Family Business, Part 2

With Guest Deborah, Samuel, Madison, + Avery Carter

Trove CBD


Trove provides high quality CBD products for people, horses, dogs, and cats. Trove is owned and operated by the Carter family. Deborah, Sam, Madison, and Avery each play a crucial, yet different, role in the company.

In Part 1 of this special 2-part series, we shared the genesis story of Trove. How Star, the family horse, started recovering just days before having to be euthanized after receiving CBD. Star’s incredible recovery story led to the birth of Trove. I am so happy to share that not only is Star still healthy and sound to this day, but just a few days ago she gave birth to a beautiful little colt. Eeekkk…it’s pretty amazing. But that’s not what we are talking about today.

This is Part 2 of our Trove series about an extraordinary family business. In this episode the Carters share the inside information about working with each other, the challenges they’ve faced, and how they have grown to love working together. It’s not all roses and butterflies but there are no regrets.

Today's Guest


Deborah, Samuel, Madison, + Avery Carter

Deborah Carter

Deborah Carter began her professional career as an advertising copywriter, first for Wyeth Pharmaceuticals, and later for the then largest ad agency in Philadelphia. A move to Washington, DC found Deborah rooting for the Hoyas and earning her law degree from Georgetown University while helping to build a consulting firm where she
managed the Superfund sampling and analysis program for the US Environmental Protection Agency. Leaving the Clean Water Act for the clean water of Colorado, Deborah moved west to pursue the practice of law. An accomplished artist and designer, and an avid animal lover, Deborah competes in the equestrian sport of dressage and fosters rescue dogs, to date helping over 50 dogs and puppies find their forever homes. Her years of service on the board of a major charitable foundation contributed to significant awareness and advances in animal health research. In fact, it was the search for answers in resolving a devastating neuromuscular condition in her young horse that benched retirement and inspired Deborah and her son, Sam, to bring the health and wellness benefits of CBD for people and for animals to the marketplace with Trove.

Samuel Carter

Sam attended college at Loyola Marymount University in Los Angeles. Sam worked as a production coordinator with Sony Pictures Entertainment, followed by several years with Deluxe Entertainment as a visual effects project supervisor. Sam was lucky enough to work on several of the top grossing films of all time. Sam returned to Colorado in 2015 as a project manager for a heavy civil construction company. Projects under his supervision are now an integral part of the Denver Metro infrastructure. While Sam's skill in project management made starting Trove possible, his desire to alleviate the aches and pains of people's active lifestyles and his love for animals were his inspiration to start Trove with his mother, Deborah.

Madison Carter

After attending Boston College, Madison returned to Colorado to pursue a very successful career as a Wealth Management Advisor with Morgan Stanley. Always a fitness fanatic, she teaches three spin classes per week which has led to an even larger network, a little extra income, and a formidable knowledge of fitness, health and wellness. In addition to her professional pursuits, Madison is a leader in numerous philanthropic organizations, with a specific focus on children and education. For Trove CBD, Madison is the resident financial guru and networking expert and has earned the title of Director of Business Development.

Avery Carter

Avery attended Syracuse University where she studied Fashion Design and Entrepreneurship. After graduation, she stayed on the east coast to pursue a career as a fashion designer in New York City. After eight successful years leading celebrity brands at Kohl's Department Stores, she is now a Design Director at maurices. Along with her full-time design career, Avery is⁠ also the Creative Director of Trove CBD, managing all things visual and social.

What We Talked About

How the Carters figured out which role each family member would play in the business
How they work through conflict and disagreements in the business
The greatest challenge they’ve faced and how they’ve worked through it
How federal law impedes the growth of a CBD company such as Trove
How working together has brought them closer together
What’s important when building a family business in order to succeed
What Deborah loves about working with her kids

About the Show

Listen to conversations with leaders and entrepreneurs who have built organizations making a positive impact on the world so you can discover how to expand your impact.

Are you trying to make a difference in this world? On the show, Amanda and guests reveal the path from purpose to impact and all the risks, bumps, and bruises that came along the way so you can be ahead of the curve with your purpose-driven business or organization.

Your Host

Built for Impact

Amanda is a wife, mother, entrepreneur, Partner at Evergreen Results and a founding member of the Built for Impact podcast team. She enjoys spending time with her family, serving others, horseback riding, and spending time in the mountains.