Canada’s Farm Whisperer, Elaine Froese

By: Jennifer Beard

www.smallplacesrock.com

Elaine Froese’s work didn’t begin with a business plan or a grand strategy. It began with a deep understanding of farm life and a genuine desire to help families communicate better. Long before she became known as a farm family transition expert, she was “Miss Home Ec” with Manitoba Agriculture back in 1978, travelling to farms and supporting families with the everyday challenges of rural life. Those early years set the foundation for everything she does today: listening closely, asking the right questions, and helping people find clarity in moments that feel overwhelming.

When her children, Erica and Ian, were older, Elaine returned to Manitoba Agriculture as a per‑diem consultant, once again working directly with farm families. Over time, she realized that the conversations farmers needed most—about succession, conflict, expectations, and legacy—were often the hardest ones to have. So she equipped herself with the tools to guide them. She earned her Executive Leadership Coaching certification in 2003, followed by training in conflict resolution and mediation. She spent a decade mediating for Farm Debt Mediation Services and became a Certified Speaking Professional, joining both the National Speakers Association and the Canadian Association of Professional Speakers. All of this shaped her into the coach, mediator, and speaker she is today.

Elaine often describes her business as a three‑legged milk stool: coaching, writing, and speaking. Her coaching work focuses on discovery—helping families get clear about expectations, timelines, and commitments. She offers one‑on‑one facilitation for farm transitions and group coaching through a subscription-based online program. Her writing career began in 1995 with her long-running Seeds of Encouragement column in Grain News, which she wrote for 30 years. She has also authored five books that many farm families keep close at hand, covering everything from in‑law dynamics to building a lasting legacy. As a speaker, she has travelled across Canada, the U.S., Europe, and Australia, sharing insights about farm culture and family communication. Her “Coach on Call in the Hall” sessions at conferences give people a private space to talk about what matters most. And her Farm Family Harmony podcast reaches listeners around the world—one North Dakota listener even says the sound of her voice calms them down.

What makes Elaine’s work especially unique in Boissevain is that she’s a pioneer in farm succession—one of the first in Canada to focus on the emotional and relational side of transitioning a farm. She helps families navigate conflict, build trust, and talk openly about the future. It’s a role that blends her agricultural roots with her coaching expertise, and it’s deeply connected to the community she calls home. Boissevain is where her husband Wes farms, and where her son Ian and his family run Select Seeds. Being rooted in agriculture herself gives her work authenticity and credibility.

The community has supported her in meaningful ways over the years. Family support has given her the freedom to travel and serve clients, and many local residents have offered quiet encouragement, often sharing how much her writing has meant to them. Elaine gives back just as generously. She is a partner in Crocus Hill Estates, volunteers on several boards, and her family has supported many local causes—from Cherry Creek Place to the aquatic centre, the community theatre, and the Boissevain‑Morton Foundation.

Running a business hasn’t been without challenges. Working in the U.S. requires constant attention to visas and tax rules. Managing digital tools and customer relationship systems became overwhelming at times, so she now outsources that work to her accountant and Super Power Digital. She’s also learned the importance of fair value exchange and timely communication—two things that can make or break a coaching relationship.

Elaine sees plenty of opportunities for growth in Boissevain. She believes the community could benefit from more services for seniors, fibre‑optic internet, and more celebration and mentorship for women in business. She sees potential in leadership and governance mentoring, new small business ideas like running the rink canteen, and the potential of a year‑round event centre.

Looking ahead, her goals are grounded in what matters most: staying healthy, enjoying her grandchildren, and continuing to support farm families. She wants to encourage others from behind the scenes, mentor young women, and keep speaking and podcasting. In 2024, she incorporated her business and began working with Lydia Carpenter of Luna Field Farm as her future successor—a thoughtful step toward ensuring her work continues long after she chooses to slow down.

Elaine believes Boissevain could help local businesses thrive by bringing back more structured community engagement, like the work once done by the Chamber of Commerce. She’d love to see a culture that celebrates success, invests in people skills, and supports the working poor with better wages.

When asked what advice she’d give someone starting a business in Boissevain, she keeps it simple and practical: find good mentors, know why you’re doing what you’re doing, build a strong network of peers, and make sure your business and financial plans are solid. Above all, remember that people are your most important asset.

What she loves most about being a business owner here is the sense of community. Boissevain is a place where the rewards of running a business are directly tied to how you serve others and how much you give back. For Elaine Froese, that connection—to people, to farms, to legacy—is what her entire career has been built on.