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 annual and perennial operation and is raising a flock of children and animals. Prior to founding Rooted, she spent her career in private equity and finance. Working with farmers every day is much more fun.