Miller Magazine Issue: 139 July 2021

76 INTERVIEW MILLER / july 2021 and lentils and a significant player in the edible bean and chickpea trade. In 2020/21 Canada produced about 30% of global dry pea production and roughly 50% of global len- til production. Canadian pulse exports represent significant portions of global pulse trade, accounting for roughly 44% of total exports to all countries in 2020. The top 5 exporters by the percentage of total volume in 2020 were: Canada (44.1%), Australia (9.4%), United States (8.4%), Russia (5.2%), and Turkey (5.2%). You have been in the pulses business for nearly 20 years. How has the pulse industry changed for the last decade? The Canadian pulse industry’s growth has been very much linked to demand in traditional pulse markets where peas, lentils, chickpeas and beans are consumed as staple sources of protein. Canada’s consistent quality and competi- tive price have helped it gain market share in major markets where population growth alone can drive demand. Over time, however, the Canadian industry has evolved from sim- ply supplying a generic bulk product to supplying a food in- gredient that’s recognized for its versatility in a wide range of food applications. Where the majority of bulk yellow peas from Canada were once exported to the open-air markets of Mumbai or into Spain’s feed industry, today they’re frac- tionated and both the starch and protein fraction are valued in plant-based food markets the world over. If there was a ‘turning point’ it would have been close to the 2016 United Nations designated International Year of Pulses. While the designation on its own didn’t drive demand, it did serve to pull together the global pulse industry and the result was an unprecedented level of cooperation as industry players around the world executed campaign strategies designed to raise the level of awareness of pulses and the attributes that make them food that’s healthy for people and the planet. Four years ago, Pulse Canada established “25 by 25” strategy. What are the goals of this strategy? How close are you to achieve these goals? 25 By 2025 is the Canadian pulse industry’s global di- versification strategy to move 25% of Canada’s productive capacity into new markets and new uses by the year 2025. The directive from the national board came on the heels of the International Year of Pulses where nearly every market- ing-oriented goal was reached or exceeded. For the board, it wasn’t a time to sit back and celebrate social media impres- sions; it was time to translate awareness into tonnes moved into new markets. With that high-level directive, a national team set out to develop tonnage targets for peas, lentils, chickpeas, beans and faba beans. The target and strategy for each type is based on analysis of the opportunities that exist to incorporate pulse flours, proteins, fibres and starch- es into specific applications in the food, feed and pet food industry. Whole food opportunities are also part of the focus as well, especially as it relates to targets set for edible beans in Canada and for lentils in the U.S. food service market. In terms of tonnes moved into new markets, clearly the usage of pea protein stands out as a leader. According to Businesswire, the plant-based meat market was estimated to be valued at $4.3 billion USD in 2020 and is projected to reach $8.3 billion USD by 2025, with a compound annual growth rate (CAGR) of 14%. This same report notes that “by source, the pea segment is projected to grow at the highest CAGR during the forecast period”. Creating new demand for beans, lentils, chickpeas and faba beans will take time, but there are strong signals that the food industry is looking for a wider range of options in the plant-based protein space.