Pulse Canada is a national industry association that represents provincial pulse grower groups across the country. Pulses are edible vegetable seeds that include peas, lentils, beans and chickpeas. The organization will focus its strategy on increasing demand for pulses in new or emerging markets within the more than 160 countries that have purchased Canadian pulses in the last four years. It will also seek to increase demand by promoting the health benefits of pulses. The organization’s Pulse Innovation Project, announced by Minister Strahl on March 23, 2006, will also complement this international strategy by generating science-based information to enhance promotional and marketing initiatives in key markets.
“Canada’s new government is pleased to support Pulse Canada in its efforts to overcome challenges to the continued growth of our agricultural industry,” said Minister Strahl. “Through this support and the organization’s ongoing international activities, we are confident of the benefits this will create for Canada’s industry.”
Through this contribution under the Canadian Agriculture and Food International (CAFI) Program, Pulse Canada will also endeavour to help increase consumption of food pulses; enhance development and marketing; reduce and remove trade barriers; as well as increase the international competitiveness of the Canadian pulse industry, and expand the use of feed peas in several global marketplaces.
“The Canadian pulse industry faces challenges and challengers to its role as a leader in global pulse production and exports,” said Gordon Bacon, Chief Executive Officer of Pulse Canada. “This funding will allow our organization to develop strategies to take advantage of new opportunities in the global marketplace.”
Pulse Canada represents provincial pulse grower groups from Alberta, Saskatchewan, Manitoba, Ontario and the pulse trade from across Canada who are members of the Canadian Special Crops Association. The CAFI program is part of the Agricultural Policy Framework, a federal-provincial-territorial strategy for long-term sustainability and profitability in the agriculture and agri-food sector.
