At Carrot-Top Industries, it’s the people behind the products who make us unique. Meet our CEO, Liz Morris, who became CEO on August 1, 2019, after years of working alongside her father, Dwight Morris, the company’s founder.

From picking orders as a teen to leading major innovations, Liz blends Carrot-Top’s legacy of quality with a vision for growth. She’s passionate about honoring her father’s values while driving the company into its next generation. 

Q & A with our CEO Liz Morris

Curious to learn more about Liz and her vision for Carrot-Top? In this Q&A, she shares her journey, leadership philosophy, and what makes her proud to be part of a family business rooted in patriotism and service.

When did you join Carrot-Top?

I’ve been working here on and off all my life. I came back most recently in 2016 with the intention of taking over the business from my father.

Do you have any pets? What are their names?

I have two cats — Olive and Rupert.

What are your day-to-day responsibilities?

I try to establish one focus area each quarter around business strategy or culture. I am also pulled into projects that need additional support. Most of our team is heads-down working on driving customers to our business and getting orders out the door — we don’t always have folks on deck to jump in when issues come up.

What is the most rewarding aspect about working for Carrot-Top? What do you most enjoy about working with our customers?

I love working with a team towards a shared goal. When I first took over as CEO, the pressure of being responsible for the team and the company's health made me feel isolated. It took me a few years to build the team we have today — where we are standing shoulder to shoulder, rowing in the same direction, and holding each other accountable.

Our customers fly flags for many reasons. We provide them a high-quality American-made product that symbolizes resilience and pride. We hope to inspire them to embrace challenges, push through adversity, and pursue their goals—in line with America’s founding spirit.

What project or accomplishment are you most proud of during your time here?

The successful transition of the company from Dwight, my father, and the original Carrot-Top. It’s a huge challenge logistically and emotionally to transition a business—especially within the family to the next generation. I’m very proud to carry on his legacy and for his continued support in me running the show.

What is your favorite flag and why?

The Don’t Give Up the Ship flag. It symbolizes America’s tenacity, perseverance, and persistence. I believe in the American Dream—that anyone can achieve their goals through hard work and determination. I am also a competitor; I will never stop pushing for evolution and growth. I love the message of the flag around the power of dreams and ambitions.

What are your hobbies outside of work?

Tennis, pickleball, and going out to eat with friends.

About Carrot-Top Industries

Carrot-Top Industries is your trusted source for high-quality, American-made flags that inspire resilience and pride. Celebrate the spirit of perseverance with our Don’t Give Up the Ship flag—a bold symbol of determination and ambition. Shop now and make this historic flag a proud part of your display!