The United Nations says the 2016 International Year of Pulses (IYP) will begin on January 1.
To educate consumers about pulses during the year long IYP, US pulse growers and industry members, in partnership with Pulse Canada, will engage in a joint, multi-channel marketing effort.
The campaign aims to increase North American consumption of these healthy and sustainable foods.
As part of the campaign, which also includes content marketing, social media and digital advertising, consumers are invited to take the Pulse Pledge, a commitment to eating pulses at least once per week for 10 weeks in 2016.
Launching in time for resolution-minded consumers looking to improve their health or environmental impact in the new year, the pledge is designed to highlight the many benefits of pulses, including:
• Nutrition and health: Pulses are high in fiber and protein, vitamin and antioxidant-packed, low fat, and have been proven to lower cholesterol and reduce the risk of many chronic diseases, according to a 2004 study published in the Journal of Agricultural and Food Chemistry.
• Affordability: Pulses are a fraction of the cost of other proteins (the cost per serving for lentils is US$0.10 to quinoa’s US$0.59 or beef’s US$1.49), based on ERS calculations in 2015.
• Versatility: Pulses are likely best known as core ingredients in hummus, soups and burritos.
They can also be enjoyed in their whole form, pureed for use in everything from dips to desserts, and broken down into nutrient-dense gluten-free flours or plant-based protein powders.
• Sustainability: Pulses have a low carbon footprint, are water efficient (using 10% of the water of other proteins), and enrich the soil where they grow, reducing the need for chemical fertilizers that contribute to greenhouse gas emissions.
Farmers often use pulses in rotation with other crops to increase bio-diversity, improve soil health, and increase productivity of farms.
• Food Security: Easy to grow domestically and internationally, pulses will play a major role in meeting future food needs, with our growing population expected to require a 70% increase in agricultural production by 2050.
