Welcome! I’m Elaine,
Canada’s farm whisperer.

I’m your go-to expert for farm families who want better communication and conflict resolution to secure a successful farm transition.

  • CSP (Certified Speaking Professional)
  • Award-winning Author & Coach, recipient of the 2018 Wilson Loree Award for Excellence in Farm Management

See Elaine In Action

Helping farm families
find understanding

Hi! I’m Elaine Froese and I LOVE working with farm families.

For over 30 years I’ve been a sounding board for farm families as they seek to find ways to work together in harmony and prepare the farm for the next generation. As a farmer myself, and mother to the successor of our farm, I understand the culture of agriculture like the back of my hand.

As a professional speaker, it’s my passion to share simple, practical and actionable tools with farm families so they can talk about tough issues and get traction in their farm transition.

I’m on a mission to guide farm families to get unstuck, communicate better, find harmony through understanding, and secure a successful farm transition.

Learn more about Elaine

Elaine Froese
Speaker Reel

Meet Canada’s Farm Whisperer

Elaine Froese (pronounced ‘phrase’), CSP is a certified professional speaker, certified coach, and author. She’s a go-to expert for farm families who want better communication and conflict resolution to secure a successful farm transition.

As a farmer and mother to the successor of their farm, she understands the culture of agriculture intimately.

Her superpower is helping families find harmony through understanding.

Elaine’s Most
Popular Topics

Helping farm families find harmony through understanding

Elaine’s passion is to share simple, practical and actionable tools with farm families so they can talk about tough issues and get traction in their farm transition. Her topics are a catalyst to courageous conversations and conflict resolution. Expect her to WOW your audience by bringing clarity with workable and practical tools.

If you’re organizing an event and looking for a speaker who’s real, relevant, and transformational, Elaine and her speaking topics may just be the right fit for you.

Transition Planning Secrets
of Success for Founders

Interview with Tracy Brunet and Elaine Froese

Throughout the episode, Elaine shares the best of her wisdom from over forty years of helping families transition their farm to the next generation. Tracy Brunet, President of Impact Farm Marketing, and Elaine Froese chat about common mistakes and best practices, and they highlight four big key questions that founders should be thinking about to transition the farm.

Are you the founding generation of the farm? If so, you will not want to miss this episode and the wisdom that Elaine shares to get you started or unstuck on your farm transition journey.

Benefits of working with Elaine


Being clear is kind. Elaine’s superpower is to quickly understand farm family dynamics. Her skills help families identify the key challenges that need to be addressed. As a powerful speaker, her actionable steps can easily be put into practice.


Certainty is life giving. As things become more clear, you’ll experience a decrease in anxiety over the uncertainty of your future. Elaine’s roadmap helps create timelines for action and certainty of agreements.


Conflict is no longer avoided. When you learn how to deal with conflict resolution, you’ll learn how to live in harmony and become unstoppable. Emotional factors no longer stall planning, but are expressed to find common interests, safely and respectfully.


Families that live in harmony are more profitable. They don’t suffer from distracted management. They have great communication, clear expectations of each other and focus on executing their plans.


Talk does not cook rice. Once you have the right tools, you need to take action. Elaine’s extensive toolkit has practical templates, maps and resources to empower families to take action in small workable steps for traction in farm transition.


When it comes to farm families, Elaine Froese knows them inside and out. Her topics are a catalyst to courageous conversations and conflict resolution.

Expect her to wow your audience by bringing clarity with workable and practical tools. She’s out to empower farmers to get unstuck and find harmony in understanding.


For over 30 years, Certified Coach Elaine Froese has been a spark plug for courageous conversations with farm teams. You can expect her to deliver on the following: Clarity of Expectations, Certainty of Timelines, Commitment to Act, Empowered family, Increased profit, and Secured legacy.

Whether you’re looking for 1-on-1 coaching or a “Coach on Call in the Hall” at your live or virtual event, check out what Elaine can do for you.

Online Course

Do you feel that your family needs to get on the same page before you start coaching with Elaine? If so, this is a great place to start. Elaine’s online courses provide a good foundation for better communication.

You’ll be able to go through the modules in the comfort of your home, at your own pace. You’ll have access to practical skills resulting in profitable conversations for a successful family business.


Over 25 years, Elaine Froese has captivated 50,000+ readers and influenced over 9 million people. She is known as a go-to expert on farm family transitions and dynamics.

Her books are a collection of insights and practical tools to help farm families and their advisors communicate better, plan their succession, and secure legacy. Her real-life examples provide hope and comfort to readers. For farmers who don’t have time to read, order her audiobook “Building Your Farm Legacy.


years of experience


readers & followers

9 million

people influenced

Finding Fairness in Farm Transition.
Finding harmony in understanding.

Passing down the farm with the reality of high land values is complicated but not impossible.

Do you want your farm business to remain intact for the next generation? Most do. Do you want the family to get along and come home for gatherings? Most do. What most farms don’t do is break down assumptions, have robust respectful family meetings, and discover the expectations of ALL family members for the succession or transition of the farm.

Elaine Froese is an expert in quickly mapping out the family dynamic and identifying the key challenges that need to be unpacked.

Find Fairness For Your Farm

Discuss the UndiscussabullTM

In many farm kitchens there’s a bull in the middle of the room – what I’ve termed as the “Undiscussabull” – the thing no one is willing to talk about it. That stops now!

Most families know they need to talk about tough issues; they just don’t know HOW or where to get started.

If you’re stuck and wanting to bring your family to the table to start the conversation, find out about my unique process called “Discuss the UndiscussabullTM.

Watch Video

Latest blog posts

  • Living the life you love as an aging farmer

    December 2, 2021

    As the calendar winds down 2021, and the snow comes, it strikes us that another season is approaching. Farming gives us many clear signs that things don’t stay the same. This summer I met Nell Smith, age 80, the author of Retire to the Life You Love, practical tools for designing your meaningful future. It’s…

  • Someday is not a day on my calendar

    November 18, 2021

    I’m sure you may have heard a farmer say, “Someday this farm will be his”, or “Someday we will get to the lawyer’s office, but we have work to do!” My sister Barbara Edie wrote the headline “someday is not a day on my calendar” when she relayed the memories of an active 1988 spent…

  • Squashing the Procrastination Monster on your Farm

    November 4, 2021

    Recently on a virtual event with 126 financial advisors, I asked what their largest challenge was in serving farm clients. Sixty-four percent named procrastination. This was no surprise as I have often quipped “Procrastination and conflict avoidance are killing agriculture.” Speaker friend Nathalie Plamondon-Thomas of the Think Yourself Confident Podcast has described procrastination as a…

Rave reviews

“A joy to work with, heard loud and clear. When the farmers laughed or asked a great question, I knew they were listening and really wanted to learn from her. Her tips were easy to understand. It was just about understanding that conflict happens, and to have the confidence in yourself to ask for what you want. In the glowing review from farmers after her presentation, I knew they had heard that loud and clear.”
Maddy Berner, Event Planner & Communications Coordinator, National Milk Producers Federation National Milk Producers Federation
“I wanted to say a HUGE thank you for your virtual kitchen table chat with Arlan Academy. My wife and I signed up as it was exceptionally relevant to our current journey with potentially transitioning to her parents’ farm. The session was able to cover so many aspects of these crucial conversations and hearing you speak to both sides of the conversation was eye opening for my own perspective on this topic. It seemed to be very well attended and sounded like there were many other people who would echo my thoughts and feelings on it.”
N. Oakley, Farmer, Ontario
“Elaine helped me allocate $1 Million of assets the night I listened to her. Elaine’s presentation brings value to the use of my services in my office.”
Don Forbes, Forbes Wealth Management
“I recently joined in and listened to your Healthy Farmer Agriwebinar for FMC. I truly enjoyed hearing your perspective and even went and grabbed my Mom, away from her work, to come and listen in on some of your main points as well! One area that really stood out for me, both personally with our own succession plans and with our clients, was your discussion involving "Instant Influence" and how ready are you to change? I loved this concept!”
Annessa Good, FCC Transition Specialist, Alberta
“Elaine Froese truly is the Farm Whisperer. With her big heart and stern resolve, she guides families through uncharted waters and helps them arrive safely at their desired destination. She has been there, done that, and has helped hundreds of families come out on the other side. With your family and your farm legacy on the line, you owe it to yourself to start this conversation. You do not need to do it alone. Let Elaine Froese guide you through. Your legacy is being written day by day. How will you be remembered?”
Tracy Brunet, Host of The Impact Farming Show & CEO of Farm Marketer
“You speak like you’ve been sitting at our kitchen table! You know our family issues well. I am feeling more comfortable understanding what we now need to do. Elaine Froese is real.”
Audience Member,
“I attended the meeting you spoke at in Stratford Ontario recently. We held an emergency family/farm meeting today because of issues that I had enough of. We used a 'talking stick' like you recommended and wrote a chart of rules. The rest of the family thought the idea that we needed a meeting was worth rolling their eyes over, until we got started. The younger ones were quick to clue in that they now have an opportunity to be bluntly honest. The older ones took a bit longer to believe they could truly say what they think. In the end, the meeting needed two sessions because there was so much to talk about… and so many things people didn't realize were a big deal to the others. Your lessons and encouragement have given us the tools we need to get to a better place in our relationships and our business. Truly thankful.”
Kim Martin, Dairy Farmer, Ontario
“Helped me develop my framework to start having constructive and meaningful conversations around the farm.”
Tennille Wakefield, Farm Partner
“Some great lessons, Elaine! You continue to do some remarkable and potentially life-changing work.”
James Mitchell, Principal, Conversations Consulting
“Our family had a good farm meeting yesterday afternoon. Your Fairness video was a great topic of discussion. One of the action items after the meeting was to have my two non-farming siblings watch the video before the next big meeting they are involved with on the farm. It will be a great conversation starter as we catch them up on our current plan. As they are younger, we also hope it will help them to ask new questions that may not have been on their mind.”
G.G., Farm Family Legacy Coach, Alberta
“Elaine gives me excellent tools that help me work with my clients!”
Laurianne Osmack, Financial Planner / Partner, Doell Osmak Wealth Management
“She has a sense of “knowing” quickly what is happening in the family dynamic. Her messages to her audiences drive home what needs to be done next to solve the complex issues of farm transition and conflict resolution.”
Audience Member,
“Eye-opening. Excited to open the door of communication with my spouse and farm family.”
Ashley Hoppe, Farm Partner
“The Strong Farms, Strong Families session gave farm families an opportunity to meet face to face with Elaine Froese... hear her own story, experiences and skill set. From this information packed session and related materials, families could identify areas of success in their journey and other places they need assistance. The greatest take away was that participants could see that Elaine Froese is someone they can trust with the things that they hold most precious.... their family and their farm.”
Nancy Atkinson, Nobleford Ag Society, Alberta
“Elaine’s real-life scenarios help her audiences know they are not alone, knowing there are creative solutions to help them get the life on the farm they have always wanted.”
Audience Member,
“A long time female client who had refined the art of procrastination was so moved by the end of your presentation that she accepted your permission to “drop the bananas.” She contacted me soon after for an appointment to do some planning which included the selling of the family “Century Farm.” A very, very emotional decision on her part that was not likely to have occurred without your presentation.”
Don Forbes, Forbes Wealthy Management
“I just have to say… that your work is amazing and I have never forgotten your teachings from our session in Williams Lake at TRU. It is super important work. I know so many people going through the trauma of succession. I hate to use that word, but I was an “out-law” and know it can get terrible. I continue to forward your emails on to others. Keep doing what you do! You are amazing. You kind of walk into the fire regularly… and with a smile. Proud to have met you.”
Megan, BC Rancher
“As my husband and I eagerly started the course we were optimistic and excited to be taking this next step in our Farm Transition. We were starting to question ourselves and whether or not we were just being selfish and greedy, and if this Farm Transition was still an option for us. We barely got through the first Module and were already having such a huge relief. As we moved through the modulus there were so many times that we just sat back with our hands in the air and thought YES. My husband and I would smile with relief because all of the concerns that we have been struggling with were relevant and came up in the modules. We really enjoyed the course and are excited to move on to the next stages to find our farm resolution.”
Shannon Gilchrist, “Get Farm Transition Unstuck” online course participant
“My hubby farms with 2 brothers and parents, and it’s become a really toxic place. No communication, no respect, etc. Twelve months ago, my husband’s brothers told him they don’t want to work with him anymore and offered him a pay out. His parents did nothing to stop it! He had no choice but to leave. Three months later, we moved off the farm and into town. He has been offered heaps of jobs and is now truck driving and carting hay and grain. We have tried communicating with his parents about what happened but they are not interested. So basically my hubby has lost his family. Very sad but we as husband and wife are overall in a good place and moving on to create our own life. Please continue on with all your wonderful work in helping families on the farm. I continue to tell any farmers I know about you, that they must ‘google’ you, and read your books.”
Donna, Farmer, Australia

Book Elaine
for your next event

Contact Elaine to start the conversation.

+1-204-534-7466 | elaine(at)elainefroese.com

Contact Elaine