E-Delivery

10 Canadian pulses are exported to many international markets where pulse consumption is a regular part of consumers' daily diets. That isn't the case for the vast majority of North American consumers. Although North American pulses are exported to over 150 countries, domestic awareness and consumption of pulses in the USA and Canada is relatively low. Pulse Canada has joined forces with the American pulse industry to increase pulse consump on and u liza on by the food industry in North America. On June 21, Pulse Canada, the American Pulse Associa on (APA) and the US Dry Pea and Len l Council (USDPLC) jointly launched the Half-Cup Habit, a year-long campaign encouraging American and Canadian consumers to eat a half-cup serving of pulses three mes a week. The Half-Cup Habit is the second phase of a mul -year strategy to increase domes c consump on of pulses in the USA and Canada. The first phase of the strategy was launched in January 2016 with the start of the Interna onal Year of Pulses. It lasted un l June 2017 and focused on genera ng widespread awareness of pulses through earned media, social media, online adver sing and partnerships with over 300 consumer influencers. These marke ng efforts achieved a combined total reach of over four billion. During the first phase of the promo on strategy, consumers were also encouraged to take the Pulse Pledge, a 10-week commitment to ea ng pulses once per week. Over a million consumers visited the Pulse Pledge website, www. pulsepledge.com, and 59,000 consumers took the Pulse Pledge. The second phase of pulse promo on in North America is focused on deepening consumers' commitment to ea ng pulses. The Half-Cup Habit provides consumers with realis c targets for both quan ty and frequency of pulse consump on. The half-cup serving size is recommended based on scien fic evidence that half a cup of cooked pulses provides high amounts of key nutrients including fibre, protein, folate, magnesium, iron, potassium and zinc. SECOND PHASE OF PULSE PROMOTION LAUNCHED IN NORTH AMERICA Pulse Canada Staff

• Cover