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P U L S E C R O P N E W S North American consumers can sign up for the Half-Cup Habit by visi ng www.pulses.org/nap. They will receive weekly resources including simple recipes and cooking ps. The North American pulse industry aims to have 50,000 consumers sign up for the Half-Cup Habit and generate two billion impressions through online and earned media promo on. Early signs suggest these goals are achievable; by the end of July there were over 12,600 people signed up for the Half-Cup Habit. All Half-Cup Habit marke ng materials feature the Pulse Brand, a logo developed by the global pulse industry to build consumer recogni on of pulses and help consumers iden fy products containing pulse ingredients. The Pulse Brand was first unveiled to pulse industry members at the 2015 Global Pulse Conven on in Las Vegas. It was used widely during 2016 to promote the Interna onal Year of Pulses, and was used on all marke ng materials in the first phase of the North American consumer promo on strategy. In addi on to promo ng the Pulse Brand through marke ng materials, Pulse Canada is also working with the American pulse industry to encourage its widespread adop on by ingredient suppliers, food manufacturers and retailers. Over 20 companies and organiza ons are currently members of the Pulse Brand, and the logo is being used on food products by AGT Foods, Princes Food and Drink, Weston Bakeries, Overwaitea and Hershey Co. Pulse Canada believes that con nued industry collabora on is key to achieving a long-term increase in global demand for pulses. Global and regional marke ng ini a ves such as the Pulse Brand and the Half-Cup Habit will help ensure that pulses have a bright future both in North America and around the world. "The Half-Cup Habit is the second phase of a multi-year strategy to increase domestic consumption of pulses in the USA and Canada." F A L L 2 0 1 7 | 11

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