Dramatic increases in demand for pulses
A spokesman for the American Pulse Association says there are early signs of increased demand following the 2016 International Year of Pulses promotion.
Vice President of Marketing Pete Klaiber tells Brownfield the low stocks numbers of pulse crops, including dry beans, chickpeas, dried peas and lentils, reported in the latest USDA estimate suggest dramatic increases in domestic usage and could continue for the foreseeable future. “That increase, not only for lentils, but for peas and chickpeas as well, is certainly in large part because of the International Year of Pulses and the pulse brand campaign that has gone on.”
The association’s goal for the campaign was to get 500-Million impressions on social media to help millennials learn more about pulses and how to use them. Impressions exceeded expectations by topping more than three-Billion. Demand for whole, canned and snack pulses has also grown from 10 to 20 percent since the start of the campaign.
Klaiber says planting intentions for pulse crops should increase with strong demand expected to continue.
AUDIO: Interview with Pete Klaiber