Coinciding with the “International Year of Pulses” in 2016, Pulse Canada will be launching a consumer marketing campaign across North America with $3.5 million in support from the federal government.
Agriculture Minister Gerry Ritz announced the funding through Western Economic Diversification Canada at AGT Food and Ingredients in Saskatoon on Friday morning.
“This will help promote the health attributes of pulses both here and abroad. It’s well-known that pulses are a good foil on diabetes, heart health, and all those types of things Health Canada has looked at and given labels accordingly,” said the minister. “This will be money that they can use to shout from the rooftops as to the healthy attributes of special crops.”
Pulse Canada chair and Riceton, Saskatchewan farmer Lee Moats explained “the launch of this brand will be a pivotal moment for Canada’s pulse industry. The campaign will draw a clear link between pulses and consumer priorities like increased protein, healthier lifestyles and sustainable food.” (continued below)
The campaign, which will run from from November 2015 through 2017-18, will aim to teach consumers about the health, nutrition and environmental benefits of eating more peas, lentils, beans and chickpeas. It will target an audience between the ages of 20 and 35, and will include a new consumer website, promotions on social media channels and retail promotions. The federal contribution will support campaign production, media buying and pulse brand promotion.
The Alberta Crop Industry Development Fund has also contributed $875,000 to the campaign for human resources and campaign performance measurement.
Last year, Canada produced 5.8 million tonnes of pulses, of which 5.7 million tonnes were exported to 150 countries.
Dig into the Pulse School for more on pulse production in Western Canada.