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Liza Roeser

EO IDAHO MEMBER SINCE 2016
Founder of Fiftyflowers

I believe that life blooms when we embrace the possibility of what can be, and when we have the courage to go after what we love and let it grow. Big things will happen!

My entrepreneurial journey started in 1998 when I founded Farm Exports, a global flower importer supplying businesses around the world. I saw an opportunity to bridge the gap between farms and floral buyers, I built a company that revolutionized the typcially supply chain based on connection.

In 2003, I launched FiftyFlowers, the first farm direct fresh cut flower e-commerce store. FiftyFlowers poineered the way people shop for wedding and event flowers. Before FiftyFlowers, couples had limited, overpriced, and impersonal floral options. Today, thanks to innovation, a deep-rooted belief in possibility, and a relentless drive to disrupt an industry, DIY floral design is a movement, and farm-to-doorstep flowers are the norm.

Building businesses takes a team and a whole lotta grit! I’ve learned that every setback is a stepping stone when you choose to turn wounds into wisdom and failures into fuel. From knocking on doors (literally!) to ensure invoices were paid in the early days, to leading an industry-wide shift in floral e-commerce, I’ve built my career on bold ideas, relentless execution, and a deep belief in the power of learning by doing.

Now, as a speaker, mentor, and soon-to-be author, I’m passionate about entrepreneurship—helping others take risks, push boundaries, and build businesses that matter. Whether it’s guiding fellow founders through uncertainty, advocating for sustainable business practices, or teaching people to face their fear, I believe in taking risks, staying curious, and always growing.

What I Do:
Founder & CEO of Farm Exports & FiftyFlowers – Innovating the floral industry globally
Speaker & Thought Leader – Sharing insights on leadership, e-commerce, & entrepreneurship
Advocate for Women in Business – Empowering entrepreneurs through mentorship
Writer & Future Author – Capturing the real lessons of entrepreneurship & resilience

I thrive on big ideas, great conversations, and connecting with people who are dreaming and building ideas into life! If that sounds like you, let’s connect.