By Pulse Canada
July 3, 2015 - North Americans will soon be learning a lot about pulses. A consumer marketing campaign, which will run from November 2015 through 2017-18, will teach consumers about the health, nutrition and environmental benefits of eating more peas, lentils, beans and chickpeas.
Western Economic Diversification Canada (WD) announced a $3.5 million commitment to support the pulse campaign. "Pulse Canada is thrilled about this agreement with WD, which represents a true partnership between Canadian pulse growers and processors and the Government of Canada. We are very thankful for this support and value this partnership," says Lee Moats, Chair of the Board of Pulse Canada. "The launch of this brand will be a pivotal moment for Canada's pulse industry. The campaign will draw a clear link between pulses and consumer priorities like increased protein, healthier lifestyles and sustainable food," says Moats, a lentil farmer from Riceton, Saskatchewan.
The campaign will re-launch pulses as a food category. "Pulses have been nourishing people around the world for thousands of years," says Ryan Kubinec, Vice Chair of Pulse Canada and a pulse farmer from the Westlock, Alberta area. "They are the perfect partner for healthy people and a healthy planet. They are a low fat, high fibre source of protein, and eating pulses can help manage health issues like diabetes and heart disease. Pulses are also a low carbon footprint food, are a water efficient source of protein, and are a key component of sustainable cropping systems," says Kubinec.
The multi-faceted pulse campaign will target millennials (ages 20–35), and will include a new consumer website, promotions on social media channels and retail promotions. The WD contribution will support campaign production, media buying and pulse brand promotion. Earlier this year the pulse campaign also received $875,000 from the Alberta Crop Industry Development Fund (ACIDF), which will be used for human resources and campaign performance measurement. "ACIDF is pleased to support this initiative promoting Canadian pulses, which will ultimately benefit the pulse industry in Alberta and across Canada," says Doug Walkey, Executive Director of ACIDF.
"The United Nations has declared 2016 the International Year of Pulses (IYP) which will be an exciting year for the pulse industry around the world. IYP provides an excellent opportunity to launch the Pulse brand here in North America," says Moats.
Canada is the world's largest producer of peas and lentils, and is the world's biggest exporter of pulses. Last year, Canada produced 5.8 million tonnes of pulses. 5.7 million tonnes were exported to 150 countries around the world.