MARKET INNOVATION

TEAM HIGHLIGHTS

ACHIEVING 25 BY 2025

As Canada’s pulse industry works toward moving 25% of production capacity to diversified, new end uses by the year 2025, volumes of Canadian pulses being used in value-added processing continues to increase. This past year, our Market Innovation team led projects and initiatives to build and share the knowledge required to continue to advance our industry’s 25 by 2025 strategy.

FOOD INDUSTRY OUTREACH

END-USE MANUFACTURERS

In 2021-22, digital marketing, direct outreach and ongoing support was targeted to key stakeholders in target end-use categories and the ingredient processing sector. New contacts and engaged contacts were tracked against targets.

INGREDIENT PROCESSORS

BUILDING KNOWLEDGE

A case study was completed to evaluate the potential of incorporating pea starch at various stages of the paper-making process. Two types of starch-rich material were used to determine their function for ply cohesion, size-press and adhesive applications. The results are currently being promoted through a digital campaign targeting growth in the paper industry. 

Download the study summary here.

PULSE INGREDIENT FUNCTIONALITY METHODS

SHARING KNOWLEDGE

Among end-use companies, the most direct engagement and deal progression occurred in the meat/meat alternatives, dairy/dairy alternatives and snack categories. 

In addition to support for 24 companies currently processing Canadian pulses, marketing and direct engagement took place with ingredient processors considering manufacturing pulse ingredients or existing processors who don't currently source Canadian pulses. 

A multitude of research and market insights projects continued in 2021-22. The information generated from these studies is critical to furthering the ability of companies to both process and use pulses across food and non-food applications. 

U.S. FOODSERVICE

PULSE STARCH IN PAPER APPLICATIONS

A project was completed that evaluated methods of analysis for the functional performance of pulse ingredients used in academic research and in practice by industry. Results from this study will provide an overview of the existing methods (standardized or not) along with recommendations on best practices for analysis that may be communicated to the industry. The final report will help to facilitate common language and understanding for the evaluation pulse ingredient functionality for any desired end-use application.

CANADIAN PULSES 
FOR SUSTAINABLE ANIMAL PRODUCTION

Working with the University of Saskatchewan, Pulse Canada completed the development of a guide for utilizing peas and pea ingredients in animal feed applications.  This guide, developed with the assistance of academic experts from across the country, provides technical information on how peas and pea ingredients can be utilized in swine, poultry, ruminant and aquaculture production systems.  The guide also provides detailed information on the nutritional and anti-nutritional attributes of peas, and how processing can impact performance when utilizing peas.  A section has also been included to highlight the sustainability benefits of including peas in feed, leveraging the recent life cycle assessment conducted for Pulse Canada on the impact of feeding peas on the environmental footprints of pork and egg production.  A second guide for faba beans has also been produced. The Canadian Feed Pea Guide has been translated into Vietnamese and Mandarin and is being utilized as a tool to help build market demand for peas in Asia.

MICRO-SUMMIT SERIES

Pulse Fibre Micro-Summit (November 2, 2021) 
The Pulse Fibre Micro-Summit covered the nutrition, regulatory environment and functionality of pulse fibres in meat applications. Despite the niche topic of the event, the summit attracted over 80 participants and 47 new food and ingredient industry contacts. 

Faba Bean Micro-Summit (February 9 & 16, 2022) 
Faba beans continue to attract widespread attention from the processing and food industry. The Faba Bean Micro-Summit was held over two days with the first day featuring expert presentations and the second featuring Canadian industry members. The event attracted 164 attendees and generated 72 new food, ingredient and feed industry contacts.

Pulse Canada’s Micro-Summit Series is a series of free, condensed virtual sessions designed to pack valuable insights into a format that fits today’s busy schedule. This event series targets food and ingredient manufacturers to share the benefits of pulse ingredients plus the latest research and industry developments. In addition, CSCA members were highlighted throughout the events.

Pulse Protein Micro-Summit (June 15 & 16, 2021) 
This event highlighted the benefits and functionality of Canadian pulse protein.  Panel presentations by expert speakers were followed by breakout video discussion rooms for all registrants to participate in. This successful event attracted 184 attendees and 66 new food, ingredient and feed industry contacts. 

As part of Pulse Canada’s Sustainability Campaign, our Director of Sustainability Denis Tremorin hosted a three-part mini webinar series: Crafting Sustainable Food & Achieving Your Corporate Goals with Reformulation on January 19, 26 and February 2. The series attracted over 100 registrants, and delivered 30 new food manufacturer and ingredient processor contacts. 

You can view the sessions on demand here.

SUSTAINABILITY 
MINI WEBINAR SERIES

In partnership with Saskatchewan Pulse Growers, Pulse Canada concluded a project evaluating the performance of lentil flour in batter, breading and coating systems for fried chicken thighs, chicken tenders, fish and french fries The study found improved colour, texture and hold times plus reduced cook time with the incorporation of lentil flour. A whitepaper and webinar was developed to share the results of the study with food industry. 76 people registered for the webinar and 34 attended live. You can read more about the results of the project here.

PERFORMANCE OF LENTIL FLOUR IN FRIED APPLICATIONS

LENTILS.ORG LEARNING HUB

The Lentils.org Learning Hub, a free online self-paced certificate course was launched to foodservice chefs in February 2022. The course covers nine modules of content focused around how to cook with lentils and ways to apply them to all areas of the volume foodservice menu including recorded cooking demonstrations. As of March 31, 2022, 175 people have signed up, and 79 have completed the course.

Visit the hub here.

INDUSTRY INITIATIVES

INTERNATIONAL PULSE INGREDIENT CONSORTIUM

Pulse Canada, along with industry partners, has led the creation of the "International Pulse Ingredient Consortium" or IPIC. The consortium will allow interested pulse ingredient processors to sign up as members to leverage IPIC certification and the IPIC certified logo in their business-to-business marketing efforts for aligned ingredients.  Members will have flexibility to selectively leverage the IPIC certification for those ingredients that align with IPIC definitions. Expected to launch in 2022,  pulse ingredient definitions will be available on the IPIC website so that customers can access them and see which suppliers have ingredients available under a particular definition.