Ottawa gives pulse industry a boost

July 13, 2011, Vancouver – Agriculture Minister Gerry Ritz announced the Government of Canada is investing $196,000 to help Canada’s special crops and pulses continue to thrive.

The announcement was made yesterday at the 25th Annual Convention of the Canadian Special Crops Association.

"Customers who try our top-quality Canadian pulses and special crops keep coming back for more," said Ritz. "This investment will support our industry's efforts to develop new markets as well as maintain existing ones, which will mean more money in producers' pockets."

This investment will assist with the promotion of Canadian pulses and special crops on trade missions and at international trade shows, and will facilitate an international food media tour of the Canadian pulse industry.

"The funding is instrumental in our efforts to expand and develop new markets for Canadian pulses and special crops," says Gordon Bacon, CEO of Pulse Canada and the CSCA. "For example, in the coming year, this funding will support work to find new uses and demands for Canadian pulses and pulse ingredients in China and the Middle East. This work strengthens the industry's presence on the world stage, and promotes worldwide demand for Canadian pulses and special crops."

Canada is the world leader in the export of peas, lentils, canary seed and mustard seed. In 2010, the value of our pulses and special crops exports was more than $2.3 billion and represented 75 per cent of Canadian production.

This investment is provided through the $88 million AgriMarketing program, under Growing Forward, which helps industry associations implement long-term international strategies including activities such as international market development, industry-to-industry trade advocacy, and consumer awareness and branding.

The Government of Canada in partnership with the provinces has also developed Canada Brand strategy to help the Canadian agriculture, agri-food, fish and seafood sector distinguish itself from key competitors in international markets. The Canada Brand encourages buyers overseas to link Canadian products with quality, commitment, trustworthiness and the clean land and water for which Canada is known.

Tools and promotional products, including a stylized maple leaf logo, are available to registered Canada Brand members to help them develop marketing strategies and activities adapted to their own circumstances.