Originally published in PulsePoint magazine, August 2018
When the Canadian pulse industry announced a goal to have new uses for 25 per cent of Canadian pulses by 2025, Pulse Canada and Saskatchewan Pulse Growers, along with other provincial pulse associations across Canada got to work developing and refining strategic plans designed to help meet this ambitious goal, says Julianne Curran, Pulse Canada’s Vice President of Food and Health.
“There has been a lot of thought put into how we can achieve this target,” she says.
Much of the industry’s prior work in the area was focused on marketing pulses more generally to all target audiences. The next phase of work will consider end-use applications that each pulse crop is best suited to, and the markets where the Canadian industry has advantages and volume opportunities, Curran says.
“We understand that two million tonnes is an ambitious target that will require multiple sectors and regions, but also unique strategies designed for each pulse type to be more effective.”
The strategy will focus on specific market opportunities and applications for each pulse type and will also identify specific companies or groups of companies the industry is looking to engage with, says Jackie Tenuta, Pulse Canada’s Director of Market Development.