Elyce Simpson Fraser Wins Pulse Promoter Award

Simpson Seeds leader honored for advancing Saskatchewan pulse industry

Saskatchewan Pulse Growers has named Elyce Simpson Fraser as the recipient of the 2025 Pulse Promoter Award. She is being recognized for her strong leadership in expanding value-added pulse processing and for her ongoing efforts to promote Saskatchewan pulses within local communities. 

Elyce Simpson Fraser is the President and Chief Executive Officer of Simpson Seeds, a Saskatchewan owned special crops processing and exporting company. As a third-generation family leader, she continues the company mission of nourishing the world while supporting farmers and creating new market opportunities for pulse crops. 

One of her most important achievements is leading the development of a new lentil flour manufacturing facility in Moose Jaw. This investment brings value added processing directly into the province and allows local producers to benefit from new markets for lentils and other pulse crops. 

Beyond business operations, Simpson Fraser is known for her hands on involvement in community education. She regularly hosts cooking classes where she demonstrates simple and creative ways to use lentils in everyday meals. She also shares home baked pulse-based foods with staff and community members to encourage healthier eating habits. 

Simpson Fraser began her career after earning a marketing diploma in Lethbridge. She also worked with Agriculture Canada in a soft wheat breeding program before joining Simpson Seeds in 2004. Her combined knowledge of marketing and plant breeding has helped shape the company’s growth and product development over the past two decades. 

"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." 

Simpson Seeds was founded in 1979 as a seed cleaning business and has since grown into a major pulse processing company. Today, it handles products such as French Green and Beluga lentils, Kabuli chickpeas, and red lentil flour. Under current leadership, the company has expanded into new markets while maintaining its family values. 

The Pulse Promoter Award recognizes individuals who have made a strong impact on Saskatchewan’s pulse industry through leadership, innovation, and community engagement. 

Photo Credit: Saskatchewan-Pulse-Growers-Elyce-Simpson-Fraser