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Pulse industry sets growth target

The goal is to find new uses for 25 per cent of the industry’s productive capacity

Pulse Canada is aiming to find new uses for up to 25 per cent of the industry’s production by the year 2025.

The recently approved “25 by 2025” target was set as part of the organization’s long-term planning process and will give the whole industry a target to strive for.

The industry will marshal its resources to create new demand in new use categories, Pulse Canada said in a media release. 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.

The industry made the announcement on January 18, 2017, the second annual Global Pulse Day, when 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,” Pulse Canada chair Lee Moats said. “We believe we can continue to build momentum and turn that awareness into increased demand and higher consumption.”

The target comes as the industry considers its sustainable growth strategy. The Canadian pulse industry continued to expand production in 2016 to meet strong demand with a 28 per cent increase in lentil production and a 51 per cent increase in pea production over last year.

“Our traditional markets will always be a top priority for us and we’ll continue to invest into improving service and product quality for Canada’s long-standing customers,” Moats said. “Pulse ingredients are also attracting a lot of attention from non-traditional markets and we need to ensure that we sharpen our focus on that new demand in order to diversify our options and deliver the value we know that pulse ingredients can add to a wide range of new food products.”

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,” Moats said. “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.”

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