E-Delivery

PULSE CANADA ACHIEVING 25 BY 2025: FINDING A HOME FOR TWO MILLION TONNES OF PULSES Food companies worldwide are under increasing pressure to address growing consumer interest in health and public concerns over the environmental impact of the food system. Nielsen data reveals that 39% of consumers in North America are ac vely trying to incorporate more plant-based foods into their diets. The majority of these consumers reported they are making changes to their diets for health reasons. The food industry also recognizes its major role in reducing the impact of the food system on the environment. Earlier this year, McDonald's announced a commitment to reducing greenhouse gas emissions by 36% by 2030, becoming the first (but certainly not the last) restaurant chain to set a science- based emissions target that has been approved by climate change experts. With their many nutri onal and environmental benefits, pulses are well- posi oned to help food companies cope with changing consumer demands and meet sustainability targets. However, there is s ll significant room to grow when it comes to pulse ingredient u liza on by the food sector. That's why Pulse Canada has set a target of developing new uses or markets for 25% of Canadian pulse produc on (or roughly two million tonnes) by the year 2025. To achieve this, Pulse Canada will work with its counterparts at the provincial level to grow pulse consump on within the North American retail and foodservice sectors by 800,000 tonnes, as well as to increase the use of pulse flours and frac ons in processed foods and animal foods globally by 1.2 million tonnes. The tonnage targets were created based on a detailed analysis of current pulse ingredient usage within these markets, and realis c es mates of the poten al to increase current use. Pulse Canada's research revealed that in North America about 1.6 million tonnes of pulses are currently being used annually in both human and pet foods. Meanwhile, China's food and beverage sector is using roughly three million tonnes of pulses annually in products such as noodles, biscuits, sauces, and milk and meat alterna ves. China's food industry is growing rapidly, and ini al research conducted by Pulse Canada shows that pulses are already perceived posi vely among Chinese consumers as foods with many benefits to health and wellbeing. For these reasons, Pulse Canada believes that the Chinese food industry will be cri cal in helping achieve 25 by 2025. Pulse Canada will work with major food companies both in China and worldwide to increase their interest in the benefits of pulses, help them overcome technical challenges and knowledge gaps, and ensure pulses are emphasized in dietary guidelines. Pulse Canada will also conduct further consumer research in China and other relevant markets to understand current percep ons of pulses and how to best posi on them to leverage their unique a ributes. Pet food and animal feed also offer poten al as markets for Canadian pulses. This past spring, Pulse Canada conducted a survey of pulse industry stakeholders to ascertain the types of marke ng ac vi es and research that will drive increased use of pulses in pet food. Facilita ng research and marke ng pulses to pet food manufacturers were iden fied as major priori es, and will make up the bulk of Pulse Canada's work in this area. In addi on to engaging the processed food and animal food markets, Pulse Canada also plans to work jointly with Alberta Pulse Growers and other industry partners to posi on pulses as an affordable, nutri ous ingredient to North American foodservice companies. A significant part of this work will involve the development of menu items featuring pulses that will appeal to consumers. Pulse Canada will also con nue marke ng the nutri onal and environmental benefits of pulses to consumers to grow demand for pulse- based op ons on foodservice menus. Pulse Canada collected detailed data of current pulse consump on rates in each of the key markets that will make up the 25 by 2025 strategy. This data will serve as the benchmark against which to measure progress toward the two million tonne target. By Pulse Canada Staff 6

• Cover