A new campaign will devote $3.5 million to try to get Canadians and other North Americans to eat more peas, lentils, beans and chickpeas. Canada is the world’s largest producer of peas and lentils. Last year it produced 5.8 million tonnes of pulses and almost all of it was exported to 150 countries around the world.
Canadians eat a lot of meat and not many pulses. White navy beans are popular in the French-speaking province of Quebec where they were traditionally cooked with bacon and molasses. Green pea soup was also popular there in the past. Pulses are popular among some ethnic groups, but growers, processors and the Canadian government want everyone to increase their consumption.
Selling health, environmental benefits to millennials
The campaign will emphasize the health benefits of pulses, including their high protein, low fat and high fibre content and the help they offer managing health issues like diabetes and heart disease.
Pulses have a low carbon footprint and are “a key component of sustainable cropping systems,” says a news release from Western Economic Diversification Canada, a body established by the Canadian government. Three of Canada’s western provinces have vast grasslands where pulses and grains are grown.
A multi-faceted campaign will target people between the ages of 20 and 35 and will include a new website, promotions on social media and retail promotions.
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