Liza Roeser disrupted the flower industry after completing a Peace Corps assignment in Ecuador—one of the world’s largest exporters of cut flowers—in the 1990s. After completing her work she remained in South America living and working abroad for over 12 years. It was this time and experience that ultimately opened her eyes to the opportunity of shipping wholesale flowers into the US. Liza was able to see the future possibilities and helped bridge the gap between the farms and the floral customer. She seized the opportunity to export directly from farm to consumer and founded FiftyFlowers in 2003. More recently, she launched FlowerFix, an online flower subscription delivery service in 2019. FiftyFlowers.com is a multinational, woman-owned, multi-million-dollar company. Liza is a frequent speaker and shares her knowledge and passion for flower sourcing, e-commerce, entrepreneurship, and women’s empowerment in business. She has been nominated as Idaho Business Review Woman of the Year (2019) and has been featured in Inc.com, Idaho Business Review, BRIDES, as the feature cover story of Greenbelt Magazine, and interviewed on many media outlets.