Pulse Canada is looking to develop a more diversified market for peas, lentils and chickpeas---with less reliance on big buyers like India.
The Indian government has implemented a tariff policy for pulse imports to protect domestic farmers from international competition.
Pulse Canada has established a target of creating new demand for 25 per cent of production by 2025. (It's also known as "25 by 25")
Pulse Canada Chief Executive Officer Gordon Bacon has been speaking at Saskatchewan Pulse Growers regional meetings this week.
"This would be done by finding new uses for pulse in both human food and pet food," says Bacon. "If we take a look at current production levels, we are looking at a target of two million tonnes."
The idea to increase North American consumption of whole pulses (lentils, chickpeas) as well as adding fractionated peas as a protein and fibre source in other food products.
"We are an affordable source of protein, high in nutrients that consumers think are important and versatile."
Bacon sees pulses being used in milk based beverages, meat products like sausages and hamburger, snack foods, breakfast cereals and pet foods.
"We need to have a diversified market base to reduce some of the risk of being over reliant on one market. In looking at creating new demand, it's not like another country is going to suddenly appear that we didn't know about. I think it's trying to find ways of putting pulse in both human food and animal feed in ways that capture what consumers are looking for. This is focussing on nutrition and health, and increasingly on environmental sustainability."