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Pulse Canada readies educational campaign
Pulse Canada of Saskatoon will begin a consumer marketing campaign in November to promote the health and environmental benefits of eating peas, lentils, beans and chickpeas. The initiative is also intended to re-launch the family of vegetables known as pulses as a food category. The North American educational campaign will run through 2018. The $3.5 million campaign will be funded by Western Economic Diversification Canada. It will be aimed primarily at consumers between the ages of 20 and 35, and will include a new consumer website, social media activities and retail promotions.
"Pulse Canada is thrilled about this agreement with WD, which represents a true partnership between Canadian pulse growers and processors and the Government of Canada," said Lee Moats, chair of the board of Pulse Canada. "The launch of this brand will be a pivotal moment for Canada's pulse industry. The campaign will draw a clear link between pulses and consumer priorities like increased protein, healthier lifestyles and sustainable food."
Pulse Canada is a national association of growers, traders and processors of Canadian pulse crops.