Miller Magazine Issue: 139 July 2021

80 INTERVIEW MILLER / july 2021 many in this group are parents of Gen Zs, born 1997 to pres- ent, they've raised their Gen Z children on plant-based bev- erages and foods.” And the way Gen Z thinks matters when it comes to the longevity of the plant-based food trend. In a McKinsey & Co report called True Gen: Generation Z and its implications for companies, the authors note that one of the top three impli- cations companies should be attuned to for this generation is consumption as a matter of ethical concern. Gen Z consumers increasingly expect brands to “take a stand”…to choose the specific topics (or causes) that make sense for a brand and its consumers and to have something clear to say about those particular issues. Making a state- ment with respect to nutrition and sustainability is going to be increasingly important. It’s also important to note that in the past decade, more and more countries have started to incorporate sustainabil- ity considerations into their food policies and consumer ed- ucation programmes. A recent study conducted by the FAO identified four coun- tries that had directly included sustainability in their guid- ance to consumers (Brazil, Sweden, Qatar and Germany) and more have followed since. In the recent Swedish National Food Agency’s guide, the reference to diet and environment was very clear “…what you eat isn’t just important to your own personal wellbeing; it’s important to the environment as well.” This theme is alive today in discussions that go far beyond national dietary guidance. Global discussions today are focused on the need to establish the framework to trans- form food systems into systems that can deliver affordable, healthy food in an environmentally sustainable way to a world population fast approaching 10 billion people. This September, the United Nations will be hosting the 2021 Food Systems Summit. The Summit has been de- scribed as a turning point in the journey to achieving the Sustainable Development Goals by 2030. Over the year, the hope is that the Summit will raise global awareness, deepen understanding of the problems that must be solved, and set a course to radically change the way food is produced, pro- cessed, and consumed. We believe the intrinsic health and sustainability qualities of pulses can not only be a key driver for the sector’s growth, but also can help play a role in the shift towards healthier, safe and sustainable con- sumption and nature positive food systems. Which regions or countries do you see as potential new markets for Canadian pulses? Do you think global demand for Canadian pulses would expand? In short and for all the reasons already stated, yes we be- lieve global demand for pulse will expand. As mentioned earlier, the emphasis of our global diversification strategy has been and continues to be on developing sustained demand for Canadian pulses based on their unique attributes and the Canadian industry’s knowledge of how these unique attri- butes can help the food industry (and its customers) achieve their goals with respect to nutrition and sustainability. Cre- ating knowledge and evidence that supports the ‘healthy people healthy planet’ brand promise is a top priority, as is creating knowledge and evidence on how pulse ingredients perform in a wide range of food applications. Investments are being made in areas where the industry believes it can differentiate Canadian product - make it difficult to substitute in pulses from other origins. From a market perspective, the focus begins with an analysis of the food applications where Canadian pulse ingredients can make an impact at an inclusion level that represents significant volume potential. The 25 By 25 team then identifies the companies who are innovating in that space and who have substantial market share. The team develops targeted strategies aimed at moving those com- panies along a commercialization continuum, with the goal of course being to encourage the introduction of products that utilize Canadian pulse ingredients. The companies and their products are located and sold the world over, so the fo- cus is not necessarily country or region specific even though the attention may be ultimately focused in certain areas. At this time, the 25 By 2025 strategy does not include a direct focus on countries. How is Pulse Canada’s production outlook for this year? Could also share prospect for 2021/22 season? I’m not an analyst and our organization doesn’t put to- gether projections, however there are some simple facts about this year’s growing season that are inescapable. While we’ve got a rather large and diverse production region, as a general statement, it’s dry. Growers were able to seed early and fortunately for some, there was rain in mid to late May that helped with emergence, but soil moisture levels are still extremely low right now. Yields across the country will be impacted and the best way for those who are interested in getting the latest information on Canada’s harvest to learn more is to join our online convention on September 8 and 9 and tune in to the outlook sessions we’ll run on each pulse. Check out https://pulseandspecialcropsconvention.com/ for details.