MEET “THE FLOWER CEO”

LIZA ROESER

Liza Roeser is a visionary who leads innovation in the flower industry.  Her journey began with a transformative Peace Corps mission in Ecuador in the 90s. Recognizing a unique opportunity to export South American fresh-cut flowers to wholesalers worldwide, she founded Farm Exports in 1998. This venture evolved into the creation of FiftyFlowers.com, a groundbreaking e-commerce platform for wholesale flower purchasing.  As the first e-commerce wholesale flower site, FiftyFlowers trailblazed the way consumers shop for wholesale flowers. They have been the leading source of wholesale flowers for event and wedding consumers for over 20 years and continue to innovate and lead the DIY Flower Movement. 

Today, Liza is a prominent champion of the flower industry. She is an active member of the Ellison Chair at Texas A&M, and has served for three years on the Society of American Florists Board and four years on the SAF wholesale council, working to elevate the industry's standards and opportunities. Liza also advocates on Capitol Hill each year as a lobbyist for the flower industry, working to ensure that the concerns and interests of her colleagues resonate with lawmakers. She actively promotes entrepreneurship, serving on the Boise State University College of Business and Education Advisory Council. As an esteemed tenured member of

Entrepreneurs Organization (EO Idaho), she dedicates her time to fostering growth and innovation within the business community, having served four years on the EO chapter board.

Liza takes the stage at conferences worldwide, sharing her expertise and passion for flower sourcing, entrepreneurship, and women’s empowerment in business. Her remarkable contributions have earned her prestigious nominations, such as Idaho Business Review's Woman of the Year in 2019 and The CEO of Influence in 2020. Liza was indoctrinated into the American Academy of Floriculture and her success has been featured in prominent publications like Inc.com, Idaho Business Review, BRIDES, and Greenbelt Magazine, showcasing her as the cover story. She is a sought-after guest for interviews across various media platforms, amplifying her message of empowerment and innovation to global audiences.

Follow Liza on Instagram @TheFlowerCEO.