This brand carries generations
About Rocking Bar Z
Rocking Bar Z is the cattle brand my father, my grandfather, and my uncle stamped on their cattle in the Texas Panhandle starting in the 1960s. I held the branding iron myself as a teenager. I even worked the herd alongside my dad, a serial entrepreneur and the hardest working man I've ever known, who passed in 2024 at 90 years young.
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It's his boots I've been trying to fill all my life.
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Today the brand carries a different kind of work. I'm Joe Don Zetzsche, a fifth-generation, ranch-raised Texan. I spent 35 years at H-E-B, 16 of which I led their floral business, Blooms. I grew that side of the business from $80 million to over $400 million in annual sales. Through Rocking Bar Z, I'm combining the grit and authenticity of a Texas rancher with the strategic mindset of a senior executive to help floral leaders across the U.S. and internationally prepare for the technological shift that's reshaping our industry.
If a client ever feels my work isn't delivering value, I refund the previous month.
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No one has ever asked.
Frequently asked questions
My credentials, since you asked. 35 years across store operations, merchandising, regional leadership, and floral transformation. I've served as Chairman of the Board of Directors for the Produce Marketing Association (the only floral leader to do so) and as Vice-Chair (and now Interim Executive Director) of the That Flower Feeling Foundation. Not to mention my advisory roles with top growers, breeders, suppliers, and digital floral companies.
I work with folks from across the entire floral value chain: tech-forward disruptors like Poppy Flowers, global suppliers like burton + BURTON, innovation leaders like Chrysal, breeders like Deliflor, independent retailers, and mass retail partners.
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From Florida to California, Texas to Bogotá, Europe to Miami.
Hands-on and relational. The Texan way: we walk the road together.
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The process usually begins with a deep discovery conversation where we cover your culture, your goals, and your pain points. From there, I create a custom proposal with clear outcomes. No templates, only what your business needs.
This all works best as a retainer-based partnership which means you get direct, ongoing access to my experience and strategic support, anywhere from one or two hours a week to two days a week for intensive engagements. Many clients begin with a strategic sprint, then shift into long-term mentorship and executive advisory.
The goal is always clarity, confidence, and progress.
Most companies call me up during a moment of change, or right before one hits.
Usually because:
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They've hit a growth ceiling and need a new path forward.
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They want to adopt AI or automation but aren't sure how.
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They need alignment across people, processes, and purpose.
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They're ready for a bold, future-focused strategy and need a trusted partner to help lead it.
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I'm at my best working directly with CEOs, owners, and senior leadership teams. My strength is asking the right questions, surfacing the opportunities leaders already sense, and giving them the frameworks to move boldly.
Because of my deep floral industry relationships, I'm also able to quickly connect companies with the right partners like growers, breeders, suppliers, or digital platforms to accelerate momentum.
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Clearer vision. Stronger strategic direction. Greater team alignment. Improved supply chain connectivity. Better relationships across growers, suppliers, and retailers. Stronger adoption of new technology. Real momentum.
What they're saying
"After admiring the growth he drove for floral within HEB over the years, and appreciating his forward-thinking, strategic mindset, I jumped at the opportunity to bring Joe Don into the fold at Poppy. He immediately began creating value throughout our merchandising, supply chain, and procurement systems, while inspiring me to think even bigger about Poppy's growth potential within the floral industry. Whether it's connecting us with new suppliers, streamlining processes, weighing in on novel uses of AI in our business, or planting the seeds for new growth paths, Joe Don is a huge asset to our company."
— Cameron Hardesty
CEO, Poppy Flowers
"Joe Don possesses a deep and comprehensive understanding of the dynamic floral industry, coupled with exceptional insights into building high-performing teams, as demonstrated by his extensive experience with H-E-B®. At burton + BURTON®, we are committed to continuous improvement in both our products and our people. Joe Don’s innate ability to inspire, motivate, and strategize equips him to drive success for b+B® and floral retailers today and into the future."
— Brian Hawver
Director of Sales, burton + BURTON
"Joe’s guidance was a breath of fresh air — thoughtful, practical, and forward-looking — helping us envision new ways to serve our customers and elevate the floral experience from grower to consumer.
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We’re deeply grateful for his collaboration and for the inspiration he brought to our Blue Ocean journey. The future of Chrysal — and our industry — is brighter because of leaders like Joe who continue to share their knowledge and passion so generously."
— Scott Blumenthal
President, Chrysal North America