Originally published in PulsePoint magazine, August 2018

Building on the Canadian pulse industry’s goal to have new markets or uses for 25 per cent of Canadian pulses by 2025, Canadian pulse promoters are looking at ways to revise market development plans to hone in on achieving the desired end results.

One of the areas of that will see an expanded focus is the foodservice sector, where the industry has been working in for the past couple of years to promote the use of Canadian lentils amongst United States (U.S.) colleges and universities.

The knowledge the industry has gained so far will be crucial to informing the next phase of promotions, which will include a narrower focus, says Amber Johnson, SPG’s Manager of Market Promotion.

The emphasis in this area will be placed on the U.S. marketplace and will be targeting non-commercial foodservice companies such as Compass Group, Sodexo, and Aramark, which run food operations for large-scale organizations such as hospitals, corporations, and big businesses, in addition to a focus on colleges and universities.

Not only do these companies have significant influence over menu items, they also have important buying potential because they do centralized buying and supply management, while also running physical operations, Johnson says.

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