How I Did It: Profiles in Change, Grit, and Perseverance

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Speakers: Liza Roser, FiftyFlowers, Pat Dahlson, Mayesh, Derrick Woodruff, AIFD, CFD, PFCI, CF, Floral Underground.

Industry members share stories of dramatic transformations – to their operations, their teams, culture, their product lines, and themselves, personally. 

Liza Roser



Liza Roeser is CEO of FiftyFlowers in Boise, Idaho where she focuses on fresh cut flowers. Roeser has previously served on the SAF Wholesalers and Consumer Joint Councils. With over 20 years in the industry, Roeser has grown her skills with an expertise in entrepreneurship and marketing. Last July, she began a two-year term as the Mar Com Chair for the Entrepreneurs Organization. She is noted as an honoree for Idaho Woman of the Year. She served in the Peace Corps and received a Bachelor of Science degree from Texas A&M University. Her article "Palms, Ferns & Tropical Greens" was featured in Rent My Wedding Magazine's winter 2018 issue. 


Derek Woodruff, AIFD, CFD, PFCI, CF


Floral Underground

Derek Woodruff joined the floral industry at the age of 16 where he began learning floral design in vocational school and working for a local florist. Since then, he has continued to study the trade through institutes such as Michigan State University, the Michigan Floral Association (MFA), and the American Institute of Floral Designers (AIFD). In 2008 he launched his own business, Floral Underground. Woodruff enjoys presenting on stage, in hands-on workshops, and also online to audiences of floral designers and consumers alike. He has won numerous awards including the 2016 Sylvia Cup Design Competition. 

Pat Dahlson



Pat serves as CEO of Mayesh, a leading distributor in the wholesale flower industry by providing beautiful and unique flowers to many of the country’s top wedding and event florists and offering exceptional customer service.


How I Did It: Profiles in Change, Grit and Perseverance
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