A pioneer in turfgrass and forage grass breeding, Crystal Rose-Fricker has spent over 35 years making her mark in research and development. During her tenure as president of Pure Seed and Pure-Seed Testing Inc., a company with a rich 3-generation family history in Oregon agriculture, she has developed a staggering 322 turf and forage grass cultivars, 138 of which are on the European Union list. Her leadership has been instrumental in producing over 1 billion lbs of PST cultivars used worldwide. Her dedication has been recognized with numerous awards, including the NCCPB Genetics and Plant Breeding award for Industry and a place among "The 6th Most Influential Women in Golf" by Sports Illustrated magazine. Crystal Rose-Fricker's leadership extends beyond her company. She serves as the NW Executive V.P. for ASTA, board of directors for TWCA, and actively participates in organizations like the European Seed Association, International Seed Federation, Oregon Seed Association, and the TBA, a National Breeders Association for grasses.

At the young age of 13, Austin Fricker began his tenure at Pure-Seed Testing Inc. as a summer research technician, sparking a lifelong passion for the seed industry. After earning his undergraduate degree in Crop and Soil Science and International Politics and Policy from Oregon State University, where he successfully implemented sustainable agricultural practices in a Nicaraguan community farm project, Austin went on to pursue a Master of Science degree in Plant Breeding and Genetics, working with Dr. Shaun Townsend in the hop breeding program.

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Returning to Pure Seed Testing as a full-time Plant Breeder in 2015, Austin's dedication and expertise were quickly recognized. Promoted to Vice President in 2017 and Production Manager in 2019, he continues to play a vital role in the company's success. Seed World named Austin the Future Leader of the Seed Industry and featured him in their 2023 Top Ten Next Gen Leaders article.  Austin's leadership extends beyond Pure Seed, with his active involvement in various industry organizations, including the Turfgrass Breeders Association, the National Turfgrass Evaluation Program Policy Committee, and the Oregon Seed Association Science and Technology Committee.

Dr. Melodee Fraser is the Director of Research at Pure Seed Testing-East, Rolesville, NC.  Dr. Fraser received a Ph.D. in turfgrass breeding from Rutgers University, under the direction of Dr. Reed Funk.  Dr. Fraser’s primary research responsibility is the development of tall fescue cultivars with improved summer performance.  Her secondary research objective is the development of seeded turf-type bermudagrass and zoysiagrass cultivars.  Dr. Fraser’s research program also evaluates and selects germplasm with improved heat and drought tolerance, disease resistance, and summer turf performance in Kentucky bluegrass, perennial ryegrass, bentgrass, and fine fescue species.