b'2024 WSA Seedsman of the Year is Rooted in Legacy, Growing the FutureWith deep family roots in the seed industry and a drive to innovate, Austin Fricker brings new energy to plant breeding. From pioneering hops for craft beer to advancing bluegrass varieties, this third-generation seedsman is shaping the next era at Pure Seed Testing.By Aimee Nielson, Seed World U.S. EditorAT ITS ANNUAL CONVENTIONin Kansas City, the Western Seed Association (WSA) named Austin Fricker the 2024 Young Seedsman of the Year. Fricker is a third-generation plant breeder and the vice president of Pure-Seed Testing. His dedication to the seed industry began early, influenced by his grandfather,Bill Rose, who started Pure Seed, and his mother, a plant breeder who inspired his passion for seeds and agriculture. Frickers journey from a young farmhand to an industry leader is the result of his lifelong commitment to advancing plant breed-ing and developing varieties that make a significant impact.Growing up on the family research farm, Fricker was capti-vated by the work his mother and grandfather did in seed devel-opment. By high school, he decided to pursue plant breeding, eventually earning a bachelors degree in crop and soil science and a masters in plant breeding and genetics from Oregon State University. His early experiences included working with hops at Oregon States hop breeding program, where he helped develop the now-popular Strata hop, used in IPAs nationwide. It was amazing to be part of a program where I could see how the breeding impacted the final product in the beer industry, Fricker says, reflecting on how his time in hop breeding opened his eyes to the broader influence of plant breeding.Frickers contributions extend beyond hops to his work at Pure Seed Testing, where he focuses on bluegrass and other turf varieties. Located in Oregons Willamette Valley, a region renowned for grass seed production, Fricker is at the forefront of breeding programs that supply high-quality seed varieties for the market. He has also worked to engage high school and collegeAustin Frickerstudents, offering hands-on experience on the research farm to foster a new generation of seedsmen and seedswomen. Mentorship has been a big part of my career, he says. Ivesymbolizing his hard work and dedication to his familys legacy been fortunate to learn from people like Sam Cable and Lucasand the seed industry. His mother Crystal Rose-Fricker, a Solis, who took the time to teach me the business side of thiskey mentor and supporter, was there to witness the surprise industry. announcement at the Western Seed Association Conference. Frickers work as a plant breeder is never static; he is alwaysIts a real honor, Fricker says. My familys integrity and repu-looking forward to new varieties and innovations. Currently, he istation in the industry have always been something I look up to, particularly excited about new bluegrass varieties in production.and to be recognized in this way is very special.SWAs a plant breeder, were always excited about whats next, ON THE WEBhe says. We have some promising new varieties that have doneWHERE well in trials, and Im looking forward to seeing them perform on a larger scale. Fricker was named a Seed World Top 10 Next Gen Leader in 2023. Read his profile here:Fricker says receiving the award was a momentous honor,www.seedworld.com/us/2023/08/08/seed-world-announces-2023s-top-10-next-generation-leaders70/ SEEDWORLD.COMDECEMBER 2024'