The Pulse Canada Board of Directors looks to accelerate growth and generate new demand for pulses and pulse ingredients by 2025. Board members set the “25 by 2025” target as part of the association’s planning process and will now embark on an effort to unite the industry around the bold new goal.
By setting a target of 25 by 2025, the industry will marshal its resources to create new demand in new use categories for 25 per cent of its productive capacity. Snack foods, tortillas and breakfast cereals are just a few product categories that represent growth potential for pulse ingredients which offer food manufacturers protein, fibre, slowly digestible starch and an unparalleled environmental sustainability story.
Pulse Canada made the announcement on Jan. 18, 2017, the second annual Global Pulse Day — a day where the global pulse industry works together to increase public awareness of the impact that pulses can have on the health of people and the health of the planet.
“Global Pulse Day and the 2016 International Year of Pulses have been incredibly successful platforms that have helped create awareness for pulses and the contribution they make to human health and environmental sustainability,” says Lee Moats, chair of Pulse Canada. “We believe we can continue to build momentum and turn that awareness into increased demand and higher consumption.”
In 2016, the number of food products containing pulses launched in North America grew by approximately 30 per cent.
“As we look ahead, the definition of food quality will include social indicators like health outcomes, environmental indicators like greenhouse gas emissions and economic indicators such as affordability,” says Moats. “Our journey to 25 by 2025 aligns well with the future of food and we’re looking forward to working with our partners at home and around the world to meet the needs of customers of today and customers of tomorrow.”