Crystal Rose-Fricker is the president of Pure Seed and Pure-Seed Testing Inc. Her family has 3 generations in Oregon Ag. over the last 40 years. She has developed 398 turf and forage grass cultivars, 138 of which are on the European Union list. Over 1 billion lbs. of seed have been produced of PST cultivars to date.

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She has made her mark in research and breeding for over 40 years where she earned the NCCPB Genetics and Plant Breeding award for Industry and she has been recognized with the “6th most influential women in Golf” by Sports Illustrated magazine. Her leadership in the grass seed industry was honored by the Oregon State University College of Agricultural Sciences Distinguished Alumni Leader Award.

She is the NW Executive V.P. for ASTA and is actively involved in 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, Director of Research at Pure Seed Testing-East in Rolesville, NC, earned her Ph.D. in turfgrass breeding from Rutgers University under the guidance of Dr. Reed Funk. Her primary research focus is developing tall fescue cultivars with improved summer performance, while her secondary objective includes creating seeded turf-type bermudagrass and zoysiagrass cultivars. In addition, Dr. Fraser’s program evaluates and selects germplasm with enhanced heat and drought tolerance, disease resistance, and summer turf performance in Kentucky bluegrass, perennial ryegrass, bentgrass, and fine fescue species. Recognized for her contributions to turfgrass science, Dr. Fraser was named a Distinguished Fellow of the Mississippi State University College of Agriculture and Life Sciences in 2019 and received the TBA Breeders Cup Award in 2016, along with Tar Heel II.

John Holmes is president of Atlas Turf International and has worked in the turfgrass and golf course industries for over 30 years. He began his career as a golf course superintendent and later moved into construction, helping to build courses for top architects. Holmes played a key role in modernizing the washing and global shipping of turfgrass stolons. In 2014, he partnered with Pure Seed to launch Pure Dynasty, a seeded seashore paspalum variety, leading to a broader collaboration on global turfgrass solutions. He holds a degree in turf management and maintains active leadership roles in several industry groups, including the Asian Golf Industry Federation and Golf Course Builders Association of America. He has been recognized for his contributions to golf construction and turfgrass innovation and continues to serve the global turf community with a focus on quality and performance.