How Oregon grass seed found its way to the World Cup

CANBY, Ore. — Like billions of people worldwide, Crystal Rose-Fricker has found herself glued to coverage of the 2022 FIFA World Cup in Qatar.

But unlike most soccer fanatics, Rose-Fricker is paying close attention to one detail in particular — the quality of the playing surface.

Rose-Fricker, president of Pure Seed in Canby, Ore., has a keen interest in this year’s tournament, with her company providing tens of millions of pounds of grass seed for the eight stadiums and 71 practice fields. It is a monumental task, made possible by years of research and development.

The result is that Oregon turf is again featured on the world stage. According to NBC Sports, an estimated 5 billion viewers are expected to tune in to the World Cup.

“It’s a long process of building relationships and connecting Oregon grass seed with that end market,” Rose-Fricker said. “This is one example of an international connection.”

Building relationships

Pure Seed is a wholesale producer of commercial turf and forage grasses, founded by Rose-Fricker’s father, Bill Rose.

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