January 13, 2026 (Saskatoon, Sask.) – Saskatchewan Pulse Growers (SPG) is proud to announce Elyce Simpson Fraser, President and CEO of Simpson Seeds, as the recipient of the 2025 Pulse Promoter Award. Simpson Fraser is being celebrated for her leadership in expanding value-added pulse processing in Saskatchewan and her passionate advocacy for pulse crops at the grassroots level.
As a third-generation leader of a Saskatchewan-owned special crops processor and exporter, Simpson Fraser has championed innovation while staying true to the family business’s mission of “Nourishing the World.” Her most notable achievement has been spearheading the development of Simpson Seeds’ new lentil flour manufacturing facility in Moose Jaw. This investment brings value-added processing directly to Saskatchewan producers.
Simpson Fraser’s dedication extends beyond the boardroom. She actively promotes pulses in her community through cooking classes, demonstrating creative ways to incorporate lentils into everyday meals. Her enthusiasm is contagious—she regularly brings home-baked pulse treats to staff gatherings, showing firsthand how pulses can enhance the nutrition of familiar foods.
After earning her marketing diploma in Lethbridge, Simpson Fraser gained valuable experience with Agriculture Canada’s Soft Wheat breeding program before joining the family business in 2004. Her combination of marketing expertise and breeding program knowledge has shaped Simpson Seeds’ approach to seed processing and market positioning over the past two decades.
Simpson Seeds was founded in 1979 by Simpson Fraser’s father and uncles as a seed cleaning operation. Today, the company processes a diverse range of products, from French Green and Beluga lentils to Kabuli chickpeas, and now produces both treated and untreated red lentil flour. When Simpson Fraser’s generation assumed leadership in 2021, they continued the family tradition of innovation while expanding into new markets.
“Elyce Simpson Fraser represents the future of Saskatchewan’s pulse industry,” said SPG Board Chair Winston van Staveren. “Her vision for value-added processing combined with her hands-on approach to consumer education demonstrates the kind of leadership that will strengthen our sector for years to come.”
“This award belongs to everyone who believes in the potential of Saskatchewan pulses,” said Simpson Fraser. “From our farmers to our team at Simpson Seeds, we are all working toward the same goal—creating opportunities, adding value to our pulse crops, and showing the world what our province can produce.”
The Pulse Promoter Award recognizes individuals who have significantly contributed to Saskatchewan’s pulse industry through production, marketing, research, processing, and innovation.
Accountable to and funded by growers, SPG’s strategic direction is guided by a nine-member, grower-elected Board of Directors. SPG‘s mission is to provide leadership for profitable growth for Saskatchewan pulses.
For more information, please contact:
Amanda Carlson
Communications Manager
Saskatchewan Pulse Growers
Phone: 306-668-0116
Email: acarlson@saskpulse.com
Amber Johnson
Director of Marketing and Communications
Saskatchewan Pulse Growers
Phone: 306-668-3668
Email: ajohnson@saskpulse.com