Pulse School: Pulse Canada’s 25 by 2025 market development strategy

Jackie Tenuta, director, market development, Pulse Canada

Pulse Canada is always looking for ways to diversify markets, helping to create price stability for the commodity.

In this episode of the Pulse School, field editor Dale Leftwich talks to Jackie Tenuta, director of market development for Pulse Canada, about the 25 by 2025 strategy.

Tenuta explains “Essentially what it comes down to is finding new use opportunities for about 25% of the pulse crop in Canada, which equates to about 2 million tonnes of product.”

Tenuta continues, “It is about diversifying our market away from these traditional markets, where our product is sold primarily in bulk, into some new use areas such as processed foods, or pet foods or other areas that would be considered non traditional.”

There have been several curve balls thrown at pulse industry recently, through tariffs and fumigation rule changes. Tenuta talks about this situation and why a diversification strategy is so important. “We have a lot of volatility in the market place in general and that’s always been a risk for us but with tariff challenges in India and other market access issues in other places potentially developing we see it as being very important that we really diversify our markets and where we’re headed as an industry so that we can reduce that risk.”

According to Tenuta there are a couple of pillars that go into the strategy to create more market stability. One is on the use of whole and split pulses in food service and retail markets and the other is a focus on processed foods using pulse ingredients.


Dale Leftwich

Dale Leftwich farmed for over twenty years and throughout that time worked as an agronomist, seed manager and businessman. He has been on the Boards of SaskCanola, Canadian Canola Growers and Farm and Food Care Saskatchewan. He also help develop the documentary License to Farm.


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