In 2025, WBENC continues its legacy of honoring exceptional women business owners through the WBE Star Award. Each WBE Star has been hand-selected by one of the 14 Regional Partner Organizations, with a special focus this year on honoring those who embody the spirit of “ACCELERATE” by championing progress, growth, and advancement for themselves, their businesses, and the communities they serve. The WBE Star Award stands as a powerful acknowledgment of the profound impact these extraordinary women have made throughout their careers, shaping industries and inspiring lasting changes in their communities.
The 2025 WBE Stars will be celebrated throughout the year, culminating at the vibrant WBENC National Conference from June 23-26, 2025, in New Orleans, Louisiana. This dynamic event will serve as a hub for business excellence, innovation, and networking. Thousands of attendees will gather to celebrate the strength and rich tapestry of the WBENC Network. It will be a time to recognize the ongoing contributions of entrepreneurs and change makers, including the 14 exceptional WBE Stars, who are ACCELERATING impact across the network.
Meet Xan Difede, President and Owner of 3rd Rock Renewables with the Women’s Business Enterprise Alliance Regional Partner Organization. Born and raised in the Houston area, Xan’s career in the oil and gas industry was a natural fit. Prior to venturing into entrepreneurship, Xan worked in a variety of areas, including managing operations for offshore crude oil cargo transfers and working in tanker operations. Her background also includes work on pipeline shipments, rack sales, railcar logistics, inventory management, and hedging. In 2014, Xan started her first business, Fidelity Fuels and Specialty Products. The business identified market opportunities, shipping products via pipeline, barge, or railcar and supplying bulk fuel to local distributors and end users.
Then, in 2024, Xan developed 3rd Rock Renewables to explore sustainability options. As the founder of 3rd Rock Renewables, Xan has dedicated her career to turning challenges into opportunities—repurposing end-of-life tires into eco-friendly, durable foundations with Mechanical Concrete®. 3rd Rock Renewables’ work helps industries reduce costs, cut carbon emissions, and build infrastructure that lasts. By merging environmental stewardship with groundbreaking technology, they are redefining what is possible.
Get inspired by Xan’s insights, and stay tuned for more wisdom from the other 2025 WBE Stars throughout the year!
3rd Rock Renewables is a company focused on advancing repurposed building products and sustainable environmental solutions. With a commitment to innovative recycling, 3rd Rock Renewables collaborates on projects across various sectors, including end-of-life tires for sustainable construction products, biochar, soil and water remediation, pollutant sequestration, and green concrete/asphalt. The company leverages industry expertise and partnerships to drive innovative solutions. Their work supports the development of infrastructure with an emphasis on sustainable practices and environmental responsibility.
Wisdom from WBE Star, Xan Difede
How have you driven or influenced ACCELERATION for women-owned businesses within your network?
I have actively driven ACCELERATION for women-owned businesses within my network by fostering collaboration and creating opportunities for others to thrive. A key focus has been prioritizing the engagement of WBEs across various services, including engineering, construction, promotional products, and marketing, ensuring that my business decisions contribute to their growth and success.
I’ve also highlighted and promoted groundbreaking technologies like Mechanical Concrete® and sustainability-focused solutions, demonstrating how women-owned businesses can lead in industries traditionally dominated by others.
These initiatives have resulted in increased visibility, expanded market opportunities, and stronger networks for women-owned businesses. Moving forward, I aim to focus on scaling these efforts through broader advocacy to equip more women entrepreneurs with the tools for lasting success.
What does “ACCELERATE” mean to you in the context of the WBENC network?
In the context of the WBENC network, “ACCELERATE” signifies driving forward with purpose and intention to achieve meaningful growth and success. It means leveraging the network’s resources, partnerships, and opportunities to propel mine and other woman owned businesses toward innovation, sustainability, and expanded market presence. It also reflects the importance of empowering women entrepreneurs, fostering collaboration, and rapidly advancing initiatives that create a lasting impact within the industry and community. For me, “ACCELERATE” is about embracing momentum, breaking barriers, and continually pushing boundaries to reach new heights.
Provide an example of how Environmental, Sustainability or Governance initiatives have helped you overcome a challenge, pivot, or adapt your business.
Environmental, Sustainability, and Governance (ESG) initiatives have played a pivotal role in helping my business overcome challenges and adapt to evolving industry demands. One example is the integration of Mechanical Concrete® (MC) and Smart Mats, both innovative sustainability technologies, into my company’s offerings.
When I recognized the increasing demand for environmentally friendly solutions in construction and infrastructure, I saw an opportunity to pivot and diversify my business. At the time, I was primarily focused on fuel distribution, but the rising emphasis on sustainability in procurement and corporate responsibility prompted me to explore new avenues.
Mechanical Concrete® utilizes end-of-life tires to create geosynthetic cylinders for road bases and heavy-load surfaces, dramatically reducing waste while enhancing durability. Smart Mats can be used independently or in conjunction with Mechanical Concrete® to sequester pollutants. By adopting this technology, I overcame several challenges:
- Addressing Environmental Concerns: The use of scrap tires in Mechanical Concrete® diverts significant waste from landfills—approximately 9,700 tires per acre—and turns them into a high-performance building material. With Smart Mats, pollutants due to road runoff are sequestered prior to entering the storm drainage system. These innovations allowed my business to align with sustainability goals and attract environmentally conscious clients.
- Differentiating in the Market: Incorporating Mechanical Concrete® and Smart Mats into my offerings positioned my company as a leader in sustainable construction practices, helping me stand out in a competitive market and secure new contracts.
- Adapting to New Industry Needs: The shift toward carbon reduction in corporate and municipal projects presented a challenge but also an opportunity. Mechanical Concrete®’s reduced excavation requirements (8 inches vs. the typical 24 inches) significantly lower carbon emissions, providing measurable ESG benefits that clients value.
These initiatives not only helped my business adapt to shifting industry priorities but also strengthened my company’s reputation as a forward-thinking and solution-oriented partner. It demonstrated how a commitment to sustainability could drive innovation, open new revenue streams, and create lasting value for clients and the environment alike.
What strategies do you use to stay motivated and inspired as a leader?
Introducing two innovative, sustainable products to the market comes with its share of challenges. Transforming the way roads and parking areas are built and maintained isn’t easy—it’s a fundamental shift that requires perseverance and vision.
I constantly remind myself that meaningful change takes time and effort, and success often hinges on finding and collaborating with companies and individuals who are truly committed to making a difference.
I also recognize that, as a leader, my perspective sets the tone. If I can’t envision a positive future for my business, I can’t expect my team to see it either. I’m incredibly fortunate to have a supportive spouse who consistently reminds me that the path we’ve chosen is difficult but worthwhile—and encourages me to keep moving forward.
What suggestions would you like to share with a newly certified WBE who is looking to get involved in the WBENC community?
WBENC offers a diverse range of benefits, from networking opportunities to funding programs designed to support businesses across various industries, from marketing to construction. With such a broad scope, you will find groups and resources tailored to your specific business goals.
I highly recommend getting involved—participate in pitch competitions, attend matchmaking sessions, and take full advantage of these opportunities to connect with potential partners and clients. Be sure to attend the annual conference as well, where you can network with like-minded women entrepreneurs and gain valuable insights to drive the success of your business.
Learn More about 3rd Rock Renewables.
