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. She saw and seized the opportunity to export directly from farm to consumer and founded Farm Exports in 1998 and FiftyFlowers in 2003.
Today, Liza is an active champion of the flower industry and is a member of the board of The Society of American Florists, the Association for Wedding Professionals International, and NorCal Flower Association. Liza advocates for the industry on Capitol Hill annually as a lobbyist for the flower industry, working with lawmakers to make sure the voices of her peers are heard. She also serves on the Board of Entrepreneurs Organization and takes pride in mentoring budding entrepreneurs.
Liza speaks at conferences and on stages around the world, sharing her knowledge and passion for flower sourcing, 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 broadcast outlets.
Follow Liza on Instagram @TheFlowerCEO.