24 The Business of Prairie Agriculture Better Farming | July/August 2024 Update on Pulses ‘straight line,’ and may vary in any given year depending on production in other exporting countries, and the extent to which key importers are able to source supplies more cheaply from other destinations,” Driedger says. Domestic demand Compared to its exports, Canada’s domestic pulse market is relatively small. Ag Canada estimates domestic demand for all pulses combined at 1.1 million tonnes in 2024-25, up from the department’s estimated 938,000 tonnes for 2023-24. However, the pulse industry aims to drive domestic growth in both value-added processing and feed, according to English. For value-added processing, English points to categories that would benefit from the inclusion of pulse flours, proteins or other fractions, such as cereal-based foods. Although there’s much media coverage about plant-based meats, English admits there are still relatively small volumes of pulse ingredients used in such applications. Ag Canada’s Goodman also sounds bullish: “While there are challenges, the market is expected to continue to grow given the benefits of incorporating pulses into diets through direct consumption and their use as ingredients.” She points out that with every new processing plant commissioned, thousands of tonnes of pulses will be required to produce these food ingredients. Animal feed is another Pulse Canada target, and a life cycle analysis it commissioned found that incorporating peas into pork rations reduced the carbon impact of the feed by 28 per cent, and the overall emissions of the pork by 18 per cent, English says. “We believe this can translate into significant domestic growth potential for companies that are looking for solutions to meet their environmental goals,” he says. Challenges In 2017, Pulse Canada announced its goal to generate new demand for pulses and pulse ingredients for a quarter of total production by 2025. But by 2023, it pushed back its target date to 2030. “I believe domestic demand will grow, although perhaps not as aggressively as some of the ‘hype’ suggested it might a few years ago,” Driedger says. Goodman says there are many reasons to be optimistic about growth pulse demand. “As the world’s population continues to grow, pulses remain an affordable source of protein and are a staple in diets around the world,” she says. But there are no guarantees. “Demand remains subject to many different market forces and factors, including price competitiveness and substitutability with other commodities in major market segments; in particular, for feed uses,” Goodman says. She cites increased potential in hog rations and aquaculture uses, but notes this would require further research and marketing to bolster additional inclusion in existing feed rations. There’s also more room for human consumption of pulses, but not without marketing efforts. “Raising awareness of the health and nutritional benefits of pulses remains critical to encourage consumers, the food industry and other major market segments, including hotel, Canada’s top markets for its peas are China, Bangladesh, and the U.S. Pulse Canada photo
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