Special Crops Get Marketing Boost

The Canadian Special Crops Association has received $196,000 from the federal government to help promote Canadian pulses and special crops on trade missions and at international trade shows.

Agriculture Minister Gerry Ritz made the announcement while attending the CSCA’s annual meeting in Vancouver July 13.

“The funding is instrumental in our efforts to expand and develop new markets for Canadian pulses and special crops,” says Gordon Bacon, CEO of Pulse Canada and the CSCA. “For example, in the coming year, this funding will support work to find new uses and demands for Canadian pulses and pulse ingredients in China and the Middle East. This work strengthens the industry’s presence on the world stage, and promotes worldwide demand for Canadian pulses and special crops.”

Canada is the world leader in the export of peas, lentils, canary seed and mustard seed. In 2010, the value of pulses and special crops exports was more than $2.3 billion and represented 75 per cent of Canadian production.

The investment is provided through the $88-million AgriMarketing program, under Growing Forward, which helps industry associations implement long-term international strategies including activities such as international market development, industry-to-industry trade advocacy, and consumer awareness and branding.

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