Rita Beth Moya: December 24, 1949 – July 3, 2024

Rita Beth Moya, corporate and health foundation executive, advisor and philanthropist, passed away peacefully July 3, 2024, surrounded by her loving family at her home in Montecito, California, at age 74. She was loved by all who knew her for her grace, generosity, intelligence, humility, and character. 

Rita was born to Paul David Becker and Anna (Ulmer) Becker on December 24, 1949 in Hastings, Nebraska. She was raised on a farm near the town of Harvard with her younger sister, Jan. The girls helped with many laborious farm duties. No job was too big or too small for Rita and she later claimed that it taught her to see life as filled with opportunities, not obstacles. She cultivated not just crops but a strong, lifelong work ethic which led her to become a motivated, accomplished, and extremely successful woman. 

The world began to pay attention at an early age; she attended Harvard High School, where during her junior year she received a summer scholarship to Kansas State University, allowing her to earn college credits prior to college. At the University of Nebraska in Lincoln, she earned a Bachelor’s Degree in Political Science in 1972 and quickly moved on to achieve her Master’s Degree in Urban Planning from Virginia Tech University. It was here she met the light of her life, Steve Moya, who became a successful media and corporate marketing executive. In 1974, she moved to California where she and Steve were married in Bel Air on March 27, 1976.

Steve and Rita started married life in a home in Manhattan Beach, a few blocks from the Pacific Ocean. Over time – whether they lived in Newport Beach, Bel Air, Montecito, or Louisville, Kentucky – they loved to entertain friends and family. Their hospitality became a hallmark throughout their lifetimes as their guests knew the Moyas as the ultimate hosts, serving delicious food and offering lively conversation and inventive activities. Never one to miss an opportunity to advance healthy cooking, Rita created a cookbook entitled Eating Sustainably in response to the many requests for her recipes. Her approach evolved to using the best ingredients that promoted sustainability, health and wellness. She was ahead of her time in using organic ingredients with no sugar, gluten, and no added salt or fats. 

In a time when there were fewer opportunities for women in business, Rita rose to the very top. In 1989 when women were rare in the C-Suite, she was selected to join the global organization for preeminent women, The International Women’s Forum of Southern California; known as The Trusteeship. 

During her illustrious career she served as Director of Public Affairs Systems at GTE Corporation, President and Chief Executive Officer of the National Health Foundation and the Foundation for a Healthy Kentucky, and President and Chief Executive Officer of Health Data Information Corporation, the first statewide health data exchange in California and in investment banking for United Health Group. Later in her career she served as Chief Strategist and member of the Board of Directors at BioIQ where she was instrumental in the growth and success of this innovative health and diagnostic testing company. She divided her time between business and nonprofit endeavors, serving as Co-Chair of Human Rights Watch Santa Barbara, and on the Board of Directors of Direct Relief, holding board leadership roles for over 15 years, including Chair of the Board. 

Rita and Steve always made time for travel and renewal. They enjoyed traveling throughout the world, visiting over 50 countries. She loved to experience various cultures in Europe, Africa, and South America. Her favorite U.S. destination was Telluride, Colorado where she developed a strong passion for snow skiing. 

Steve, her beloved husband of 46 years, died in June 2022. Her parents Paul and Anna Becker also predeceased her. She is survived by her sister, Jan Phares (Kurt) of Irvine, California, her father-in-law Oscar Moya, sister-in-law Deb Bailey, and brother-in-law David Moya, all of Seal Beach, California, nieces Sara Towe (David) of Irving, Texas, and Kendra Battle (Jeremy) of Oklahoma City, Oklahoma, and nephew Brandan Bailey of Bullhead City, Arizona, grandnephew Charlie Towe, and two grandnieces Madeline and Claire Towe of Irving, Texas. Rita and Steve loved children and were honored to be godparents to many of their friends’ children.

Rita will be missed by her family and the many, many friends she made over a lifetime. 

A Celebration of Life service will be held in Santa Barbara at a date and time to be announced by the family. Rita would be honored to be remembered with contributions to two of her favorite organizations:

Human Rights Watch Santa Barbara Committee at https://donate.hrw.org/page/107245/donate/1?ea.tracking.id=EP2022EVpg 

and Direct Relief at https://donate.directrelief.org/give/601070/#!/donation/checkout