At Rooted, we know that education is vital to building a resilient farming community.
That’s why as part of our hub pro level subscriptions and grant programs we offer 1 on 1 mentorship with industry experts. We have hub leaders with years of management and growing experience under their belts, ready to connect with you.
So, who exactly are these coaches?
We’re thrilled to introduce you to the folks doing this important behind-the-scenes work at Rooted.
Each coach approaches growth and strategy differently, offering their own unique, valuable insights. Whether you’re starting or scaling your business, they’re here for you.
Get to know our coaches below!
Amelia Ihlo
Maple Valley Flower Hub & Reverie Flowers
Amelia founded Rooted in 2019 after pulling her hair out using existing sales platforms to manage her own farm sales. She realized that none of them effectively solved the challenges specific to farming, so she decided to create one. Amelia lives on her flower farm in rural New Hampshire, where she runs a wholesale-only perennial operation and is raising a flock of children and animals. Amelia grew up working on livestock and produce farms, and prior to founding Rooted, she spent much of her career in finance. She brings her founder perspective, creativity, finance background, and hub leadership experience to each coaching session.
Specialties: New hubs, business strategy, finances, and all things Rooted!
Connect: Maple Valley Flower Hub Website & Instagram
Leah Ducey
Garden State Flower Co-op & Spring Wind Farm
Leah studied Horticulture at Rutgers’ School of Environmental and Biological Sciences and worked on a lily breeding project. In addition to her research, she started a 1/4 acre cut flower field at the Student Organic Farm, then moved to Ireland to teach high school biology and sustainability. Now, Leah and her husband own Spring Wind Farm, where they both pursue their agricultural interests with their young children. The farm is part of the Garden State Flower Co-op, where Leah helps to run the collective. Her education background, paired with her experience running a farm and hub, make her the perfect coach.
Specialties: Hub management, new hubs, wholesale, and more!
Connect: Spring Wind Farm Website & Instagram, Garden State Flower Co-op Website & Instagram
Kayla Carey
Kentucky Flower Market
Kayla is a nurse-turned flower farmer and flower collective leader based in Frankfort, Kentucky. She is passionate about championing local flowers and building systems that help make flower farming a sustainable profession. Kayla farms using a regenerative approach and has a soft spot for strawflowers, her favorite crop to grow. When she’s not in the field, she enjoys birdwatching, kayaking Elkhorn Creek, and tending to the chickens on her tiny homestead. Kayla is excited to be part of the Rooted team and to support flower farmers across the country in streamlining their processes.
Specialties: Hub management, retail sales, buyer relations, and all things Rooted!
Connect: Kentucky Flower Market Website & Instagram
Jill Shea
CT Flower Collective & PlantHer
Jill is a hub leader at the Connecticut Flower Collective and operates her plant design business, PlantHer. She has spent 14 years managing vegetable farms across the United States with a focus on educating others about plants. She has also partnered with experts in horticulture for the past 7 years, which is the source of her love for houseplants, perennials and annuals. She has extensive experience managing a hub, managing relationships with buyers, being a buyer herself, and designing effective marketing strategies.
Specialties: Hub management, buyer relations, marketing, and more!
Connect: PlantHer Website & Instagram, Connecticut Flower Collective Website & Instagram
Gaby Lee
California Bay Flower Collective
Gaby has been working on and with farms in California for over a decade. She owned and operated a flower farm in Pescadero, CA, selling wholesale flowers, wreaths and medicinal herbs. In 2024, Gaby co-founded the California Bay Flower Collective. She manages the group of 7 farms selling to shops, florists and flower lovers in the greater SF Bay Area. Besides flower farming, she has worked in wholesale produce distribution and purchasing. Now at Rooted Farmers, Gaby is the Customer Engagement & Operations Manager; she loves getting the chance to work with hubs and growers across the country.
Specialties: Hub management, buyer relations, onboarding, and all things Rooted!
Connect: California Bay Website & Instagram
Carla Eberle
Marketing Expert & COO at Rooted Farmers
Carla heads up all things operations and marketing at Rooted. Her interest in farming and agriculture stems from volunteering at a nearby organization focused on food equity and access. She is passionate about championing the stories of small farmers and believes in connecting with people through authentic storytelling. Her years of in-house and agency public relations and marketing experience have made her a pro at crafting campaigns and content aimed at all stages of marketing. She brings this expertise to her coaching sessions as she helps hubs hone their communication strategy while advising on adopting the Rooted system and hub management overall.
Specialties: New hubs, marketing, hub operations, and all things Rooted!
Chris Green
The People Work Company
A business strategist and consultant, Chris founded his business The People Work Company after years of consulting on both for-profit and non-profit projects. He helps businesses define their vision, mission, and strategy, by providing tools and frameworks that result in clarity. As a coach for Rooted’s enterprise accounts, Chris helps large hubs continue to scale and define their purpose, resulting in stronger systems and smoother operations.
Specialties: Enterprise hub coaching, business management, strategy, and more!
Connect: LinkedIn
Does Your Hub Want Coaching?
Upgrade your Rooted hub subscription to pro today! Or, apply to our next round of grants. Our grant opportunities will re-open in the fall of 2026.
You can also reach our team at help@rootedfarmers.com with any questions.
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About the Author
Rooted Farmers
The Rooted Farmers Team is happy to bring you content that we hope provides value. The topics covered range from farming and running a hub, to sales, marketing, and all things related to building your business, to the unique challenges faced by growers. Our philosophy in sharing this content is that we are always in a position to learn; embracing this mentality will only help us to grow, both within our businesses and personally. If there is a topic that you feel would be of value to the Rooted Farmers community, we encourage you to share your ideas with us by sending an email to: reachout@rootedfarmers.com