Saskatoon, Sask. – Pulse Canada received funding this month to talk about what it knows best: pulses.
Western Economic Diversification Canada (WD) announced a $3.5-million commitment to Pulse Canada to help the organization create a consumer marketing campaign to promote pulses to North Americans.
The campaign will run from November this year through to 2017-2018. The aim will be to teach consumers about the health, nutrition and environmental benefits of eating more peas, lentils, beans and chickpeas.
Lee Moats, chair of the board of Pulse Canada, says the agreement with WD represents a true partnership between Canadian pulse growers, processors and the government of Canada.
“The launch of this brand will be a pivotal moment for Canada’s pulse industry,” says Moats, who is also a lentil farmer from Riceton, Sask.
“The campaign will draw a clear link between pulses and consumers priorities like increased protein, healthier lifestyles and sustainable food.”
The campaign also aims to re-launch pulses as a food category. Ryan Kubinec, vice-chair of Pulse Canada and a pulse farmer from Westlock, Alta., says pulses “are the perfect partner for healthy people and a healthy planet.”
The crops are also a low carbon footprint food, are a water efficient source of protein and are a key component of sustainable cropping systems, says Kubinec.
The campaign will target millennials and will include a new consumer website, promotions on social media channels and retail promotions. The WD contribution will support campaign production, media buying and pulse brand promotion.
Earlier this year, the pulse campaign received almost $1 million from the Alberta Crop Industry Development Fun, which will be used for human resources and campaign performance measurement.
Pulse Canada also notes that the United Nations declared 2016 the International Year of Pulses, which will help promote them around the world. And, adds Moats, help launch the Pulse brand in North America.
Canada is the world’s largest producer of peas and lentils, and is the world’s biggest exporter of pulses. Last year, Canada produced 5.8 million tonnes of pulses, of which 5.7 million tonnes were exported to 150 countries around the world.
Image of selection of pulses courtesy of Simon Howden at FreeDigitalPhotos.net
Image of chickpea stew courtesy of Pixomar at FreeDigitalPhotos.net