Earlier this week, Canada's Advisory Council on Economic Growth listed agriculture and agri-food as one of its eight sectors with the potential for substantial growth.
Pulse Canada, which represents growers, traders, and processors of peas, beans, lentils and chickpeas, wants to build on the notion by taking a more integrated and collaborative approach.
Lee Moats, Chair of Pulse Canada, says the pulse industry wants to work with the government to design an action plan, lead ag food pilots and revamp value chain roundtables.
CEO Gordon Bacon feels the next generation of the pulse brand will deliver on both societal values and economic returns.
He says the fact that consumers are looking for foods and ingredients which are healthy, sustainable and affordable isn't a fad, it's a segment of the market that's growing and can be met by the ag food industry.
Pulse Canada represents groups from across the country, including the Ontario Bean Growers.
