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Spring 2016 MAGAZINE USA Dry Pea & Lentil Council Chairman, Joe Bloms.WINELTCEORMENTAO TTHIEONALYEAR OF PULSES! Vol. 5, No. 3 DES12NMGZ | 1

Look for your free Pulse Movement poster centerfold inside! e Future of FoodJOIN THE MOVEMENT! www.pulsepledge.com “THE YEAR’S “EAT MORE PULSES - THOSE “THE SEXY “THE UNITED NATIONS HAS HOTTEST UNASSUMING POD-PLANT SUPERFOOD ITS FINGER ON THE PULSE POWERHOUSES” (QUITE LITERALLY) THIS YEAR” INGREDIENT” OF 2016” — U.S. NEWS & — GREATIST— POPSUGAR WORLD REPORT — THE SKINNY CONFIDENTIALNUTRITIOUS SUSTAINABLE AFFORDABLE DELICIOUS www.usapulses.org/pulsemovement2 | DES12NMGZ

YOUR NEIGHBVOIERW’S PAGE 6CONTENT WEST COAST MEDIA LAUNCH PAGE 10 PULSE ADVERTISING CAMPAIGN PAGE 23 LETTER FROM 5 IYP MARKETING 20 THE CEO CAMPAIGN 14 24 CYNTHIA SASS’S 18 CONSUMER 28 PULSE JOURNEY TRENDS ANCIENT INTERNATIONAL PLANTS EVENTS OF IYP TAKEYOURPULSE| 3

STAFF CONTACTS MAGAZINE USA Dry Pea & Lentil Council Chairman,USA Dry Pea & Lentil Council and Joe Bloms.American Pulse AssociationChief Executive OfficerTim [email protected] President of Marketing USA DRY PEA & LENTIL WINELTCEORMENTAO TTHIEONAL COUNCIL EXEC BOARD YEAR OF PULSES!Pete Klaiber [email protected] DES12NMGZ | 1 Joe Bloms, MontanaVice President of Research & Chairman ABOUT THE COVER:Membership Services Pat Smith, Idaho USA Dry Pea & Lentil Council ChairTodd Scholz Vice Chairman Joe Bloms shares his pulse [email protected] at the Pulse Culinary Immersion Beau Anderson, North Dakota media event, Photo courtesy ofDirector of Domestic Secretary/Treasurer APA Chairman Greg Johnson.Marketing CONTACT INFORMATIONJessie Hunter USA Dry Pea & Lentil [email protected] 2780 W Pullman Road Moscow, ID 83843Office & Audit Manager Phone: 208.882.3023 Fax: 208.882.6406Mike [email protected] Industry WebsiteMembership Services www.usapulses.orgKim Monk Consumer [email protected] www.cookingwithpulses.comDirector of Communications Take the Pulse Pledge!Drex [email protected] www.pulsepledge.comAsst. Marketing Manager Pulse MovementTayebeh Soltani www.usapulses.org/[email protected] AssistantSarah [email protected] | TAKEYOURPULSE

CEO LETTER include products they perceive as being healthy,“How does one become a butterfly? nutritious and delicious. A trend that heavilyYou must want to fly so much that favors future purchasesyou are willing to give up being a of pulses. On page 20, Erika Simms fromcaterpillar.” Maxwell PR examines the early results of our-Trina Paulus, Author of Hope for the Flowers social media campaign.It takes a great deal of the beginning of a Pulse I think you’ll be amazed courage to change. To Movement and we need at how successful our TIM MCGREEVY,take a risk and leave the the entire pulse industry efforts have become in a CEO, APA/USADPLC short period of time.comfort and safety of to invest in getting 3T.he Resfeianraclh Leleegmaceny-t and sacrifice. Inthe familiar. But when this movement off the deference to my highopportunity comes ground. school basketball coachknocking we are faced that the assessment who used to tell me, increase will support is “No Pain, No Gain,” wewith a choice. To stay WM2. NearaokrreetthkiniAcgkmineCgriaocmfafnpaPapiuugllnssee- the establishment of a are asking you to investthe same or shoot for the research legacy at our in a movement that willstars. The pulse industry land grant universities. be remembered as thehas the opportunity brand campaign that will beginning of a new erato transform these be stamped on pulse We are working with for pulses. Washington State The assessment increasetraditional humble foods in grocery stores University (WSU) will sunset after threecrops into global food everywhere. When years, but the effects ofsuperstars. consumers see the pulse and other land grant your investment will colleges in our coalition drive our industry for brand they will know to establish endowed years to come.We are asking all pulse the food they are buying Washington and Idahogrowers to increase their is healthy, nutritious pulse research programs. growers will receive a Demand for pulses as ballot on March 2, 2016.commission assessment and sustainable. The a food ingredient is We encourage you to joinfrom 1% to 2% for a 3-year Whole Grains Council the Pulse Movement, andperiod. The assessment successfully promotes increasing rapidly. WSU vote “YES” to establish has agreed to fund half pulse crops as the Futureincrease will be invested their brand and continues of an endowed chair of Food.in the following three to increase their sales All the best!programs: and healthy image. Your dedicated to developing new pulse varieties to investment in a pulse improve agronomicT1.he IYUPnitePdromNotaitoionnss- brand campaign will identify pulse crops in the performance and end use quality characteristics.has declared 2016 the minds of our consumers Your investment wouldInternational Year as one of the healthiestof Pulses, a global and sustainable choices help fund the other half of this needed pulserecognition of these in their grocery carts. research program.superfoods and theimportance they play In conjunction within maintaining healthy the pulse brand, we Every movement has a beginning. Everydiets and a healthy have begun a major movement requiresplanet. It isn’t every day social media marketingthat an opportunity like campaign targeted at 18- leadership, investmentthis arises. We have the 34 year olds (millennials). “Never doubt that a small group ofchance to increase global Millennials are the thoughtful, committed citizens candemand and grower largest consumer group change the world. Indeed, it is thereturn on investment. in North America (92 only thing that ever has.”We have the opportunity million). Our consumerto establish pulses as an research shows that -Margaret Mead, Authorintegral part of every diet millennials are changingaround the world. This is their food purchases to TAKEYOURPULSE| 5

Genesee, Idaho farmer and Chair of the Idaho Pea and Lentil Commission Howard Jones thinks the future is bright for the pulse industry. “Let’s be optimistic about our future.”YOUR NEIGHBOR’S VIEWTake Your Pulse asked several of your neighbors in Washington and Idaho about theInternational Year of Pulses, the North American Brand Campaign, and the upcomingvote for a temporary assessment increase, as well as other developments in the U.S. pulseindustry . KayDee Gilke, passionate agricultural advocate, freelance writer and reporter forthe Ag Information Network of the West analyzed these conversations about the assessmentincrease. KAYDEE GILKE How will the International Year ofKayDee Gilke Pulses benefit U.S. pulse growers?6 | TAKEYOURPULSE Jay Anderson of Genesee, Idaho: “I hope the IYP promotion raises the price of our commodity by increasing demand. We will benefit — just look at what happened to quinoa following their International Year in 2013.” Joe Schmitz of Spring Valley, Wash.: “I’m excited about the 2016 International Year of the Pulse. The United Nations (UN) designation will show the world what pulse crops are and how healthy they are. It will help educate the public about the different pulse choices. It will have a big impact on our industry down the road. We have always been a minority crop, but perhaps this will help boost the status and recognition of pulses.” >>>

Dan McKinley of Dayton, Wash.: “I think it is a Washington Commission Chair Dave Harlow thinksgreat opportunity for us to get the message out of timing is everything. “It’s a hard time to increase thehow important pulses are for our diet and for the assessment but if we want to get the most out of thissustainability of agriculture. Pulses are very good forour soils, use very little water, are a profitable crop, and effort, we need to do it now”are a healthy food. I eat them. My children eat them. Mygrandkids eat them.” Allen Druffel (right) takes the Pulse Pledge with hisJon Olson of Garfield, Wash.: “The International Year parents, Lee and JoAnne Druffelof Pulses is a great opportunity for pulse growers becausethe buzz is out there from many different organizations. TAKEYOURPULSE| 7This is a good marketing opportunity to step on theband wagon and use it to our advantage. With moreconsumers finding out pulses’ health benefits, it willincrease the demand for our product.”Kevin Mader of Pullman, Wash.: “The InternationalYear of the Pulse is really exciting — not only for ourfarming community but around the world. This is anopportunity to get people excited about pulses. How will the North American Pulse Brand Campaign Increase Demand for Pulses Domestically?Allen Druffel of Colton, Wash.: “Marketing throughsocial media is a good idea and a low cost one to reachthe Millennials. The logo is simple but effective brandingfor the campaign. The end game is for people to eatmore pulses. The campaign will increase awarenesswith consumers about pulses — they are nutritious andeasy to eat.”Todd Wittman of Lewiston, Idaho: “The Pulse BrandCampaign is so fresh and new. This is a huge educationalopportunity. It’s very exciting that we don’t have tospell out peas, lentils, chickpeas and beans. It can all begrouped as a pulse. It will be nice to have one small termto describe the whole industry.”Jon Olson of Garfield, Wash.: “The brand campaignwill provide an easily identifiable logo allowing consu-mers to quickly identify those products with the logo ashealthy and nutritious.” >>>

Jay Anderson (left) and Craigmont, Idaho grower Cole Riggers chat it up at a recent Western Pulse Growers Association annual meeting. Below, Jon Olson, Pat Smith (bottom) and Dan McKinley (opposite page) sit for a video interview in their respective shops. Pat Smith of Troy, Idaho: “The North American Brand Campaign will bring awareness to our healthy product. When consumers choose a product on the grocery store shelf with the logo, they will realize that they have selected a beneficial and healthy food.” What are your thoughts on the Pulse Pledge Social Media Campaign? Allen Druffel of Colton, Wash.: “It’s a great idea. It’s a creative way to make yourself eat more pulse crops. We are making it a point to eat lentils at least once a week. We were already eating a lot of hummus. I’ve probably been following the pulse pledge for the last two years.” >>>8 | TAKEYOURPULSE

Do you support the assessment increase? Joe Schmitz of Spring Valley, Wash.: “The assessment increase is important to help fund all the promotional efforts that will happen in 2016-2019. It is only a three- year assessment, so it will drop back to a regular 1 percent in Washington after the three-year period. I really feel down the road it will be beneficial and we will see a return following the International Year of Pulses.”Dan McKinley of Dayton, Wash.: “I Jay Anderson, Genesee, Idaho: “I think it is coming at athink it is fun to have the pulse pledge. hard time with commodity prices down, however, we’re not in this forI’ve read many of them and I have taken the short haul — we are in it for the long haul. We want our industryone. I’ve been true to my pledge and to be profitable for us as well as for our children’s children. I supporthave had them once a week.” the assessment increase.” What are your Dan McKinley of Dayton, Wash.: “I’m willing to spend a little bit thoughts on research now for a return in the future. It’s similar to taking care of weeds on and the pulse your farm. We need to invest now for the return we will get down endowed chair? the road. You have to pay the money up front and wait a few years down the road to see the dividends. The assessment increase is justTodd Wittman of Lewiston, Idaho: a different avenue of investing: in marketing, promotion and for the“Research is extremely important. endowed chair.”Developing new varieties that areresistant to the pathogens hurting Jon Olson of Garfield, Washington: “Now is the time. We need toproduction and breeding additional take advantage of the International Year of Pulses and the buzz ofhealth benefits into pulses are needed. pulses trending as a super food.This is our opportunity, if we let thisAgronomically we need more research go by we might not get this same opportunity again. It’s a three-yearon tools to reduce weeds. When you assessment increase to support the marketing and ad campaigns, ashave an endowed chair overseeing well as the creation of a WSU pulse endowed chair. I support it.”researchers, food scientists, productionand processing it attracts better Kevin Mader of Pullman of Washington: “I support the assessmentresearchers and more students become increase — it is tough in these economic times — but we must have ainterested in our industry. It will bring market in order to sell our product. We need to take advantage of thistop talent to the Pacific Northwest to International Year momentum and strengthen our markets.”work on improving our industry.”Pat Smith of Troy, Idaho: “I’m very Pat Smith of Troy, Idaho: “I support the assessment increaseexcited about an endowed chair at primarily for the increase in research. Whether you look at almondsWashington State University. Not only or pistachios — they focused research on end use products and thefor the research on the growers’ side, promotion of the health benefits to consumers. The pulse processorsbut also to show the food manufacturers and exporters have increased their assessments. It is time for growerswhat our product can do. The endowed to join them and increase our assessment for three years. If we canchair will be able to increase funding increase the domestic market, we will see the benefits for years tofor industry research and assist in come.”expanding our markets domestically.” See videos and interviews with your WA/ID neighbors at www.usapulses.org/pulsemovement TAKEYOURPULSE| 9

Just prior to 2016 the On that day, pulses took United Nations officia- their place as the hottestlly announced the Inter- trending food in the glo-national Year of Pulses in bal scene. Soon after, onNew York City, followed January 24th and 25th theby a very successful me- USA Dry Pea and Lentildia launch hosted by the Council and the Ame-pulse industry (see Fall rican Pulse Association2015 Take Your Pulse, hosted an International“East Coast Launch”). Year of Pulses West CoastOn January 6th, the first Media Launch at the Cu-official event of the Inter- linary Institute of Ame-national Year of Pulses rica (CIA) – Greystonewas a global Pulse Feast, campus in Napa Valley,a worldwide celebration California. Forty natio-of dry peas, beans, lentils nal food bloggers, healthand chickpeas, touted for & nutrition influencers,their nutrition, sustaina- prominent dieticians andbility, affordability and media professionals at-versatility. tended the IYP Culinary Immersion workshop, a been through the roof. “deep-dive” educational For example, posts from event featuring culinary the event have reached demonstrations from over 7.5 million combi- world-renowned chefs, ned Instagram and Twit- hands-on pulse ingre- ter followers, and we ex- dient workshops and va- pect the event to inspire luable time in the CIA’s future coverage for some world-class kitchens. time from our media The response was ama- and blogger attendees, zing. Not only did the at- including Food Network tendees have a great time Healthy Eats, San Fran- and become pulse lovers, cisco Chronicle, Culi- the social media buzz has nary Hill and Hedonia to name a few. To date, CIA “I wanted to thank you for giving me the opportunity to learn all about pul- ses this weekend. I am very inspired to create many new pulse recipes!” -Melissa (MyWholeFoodLife.com) >>>10 | TAKEYOURPULSE

The Culinary Immersion Posts, Tweets, Pins and Blogs. Photos courtesy of APA Chairman, Greg Johnson (unless noted otherwise). Social media screen captures courtesy of Maxwell PR + Engagement.Chef Isaac (front, left with Jay Anderson) runs an efficient kitchen A blend of wheat and chickpea flours give Ambitiousat the Culinary Institute of America. Kitchen blogger Monique’s pizza crust a nutritional boost. One of the many culinary delights forged at the Culinary Immersion workshop.(Above) Registered Dietician Kara Lydon’s Instagram (Above) Blogger Lee Hersh offers many gluten-free post following the event. (Below) My Nyugen, the recipes on her Fit Foodie Finds blog. (Below) Cookingcreator of the Myhealthydish blog has over 1 million Classy blogger Jaclyn’s Chickpea Grilled Chicken followers on Instagram. Tostadas were a big hit. >>> TAKEYOURPULSE| 11

Meggan Hill (Culinary Hill), My Nguyen and Yvonne Feld (Tried and Tasty) bonded over pulses at the CIA Culinary Immersion event. media/blogger coverage benefits to them and has reached an audience ways to use them. The re- of 3.3 million. search is actually stagge- Amanda Paa of Heart- ringly in favor of eating beetKitchen.com (44K more pulses for weight followers), “I’m so exci- loss AND helping our ted to share more about environment. what I learned, and a Sharon Palmer at Sha- recipe for this Buttery ronPalmer.com (Sharon Gluten-Free Pound Cake wrote an article about with Lemon Glaze in the plant based diets in the coming weeks.” Summer 2015 edition of Carlene Thomas of Heal- TYP), “I recommend that thyFullyEverAfter.co you eat pulses (legumes (24K followers), “There are the larger category of are a TON of nutrition foods, which also inclu- des soy beans and pea- nuts) every single day.” A compilation of Instagram posts from blogger Lee “I arrived pretty skeptical about the Hersch. “Having fun baking with pulses today at the idea of putting, say, chickpea flour in an otherwise perfectly good brownie, Culinary Institute of America!” but by the time Cynthia (Sass) finished speaking... I was sold on the benefits of12 | TAKEYOURPULSE pulses.” -Jill Silverman Hough (JillHough.com) >>>

“Wow-the BEST time. So incredible, it really was like a dream come true getting to cook in the CIA kitchens!” -Alex Caspero (DelishKnowledge.com)Days after the event, attendee Stephanie Eckelkamwrote “This Food Can Supercharge Weight Loss – AndYou’ve Probably Never Heard of It Before,” for the on-line magazine, Prevention.com and their 1.2 millionreaders.The trend-reporting POPSugar.com (2 million millen-nial readers) posted “40+ Superb Soups Made WithThis Year’s Hottest Ingredient,” featuring (you guessedit) Pulses. Attendee Nicole Perry wrote, “If you’ve no-ticed a major uptick in the use of the word pulses as oflate, it’s no coincidence. Earlier this year, the UN Ge-neral Assembly declared 2016 the international year of Montana pulse grower Blake Rasmussen is getting a lesson in the fine art of cooking by Tara Duggen of the San Francisco Chronicle. pulses as a way to spotlight this humble, healthy food group.” Enjoy the gallery of photos, tweets, pins and posts from the event, and see why Pulses is the hottest food category trending across the globe today!Pulse grower Jay Anderson is just as comfortable in “I am so grateful that you invited me, the kitchen as he is on a combine. and I was able to experience such an amazing two days in the CIA Kitchens, dig deeper into pulses, and truly be inspired. Also, the recipe book you pro- duced is gorgeous.” -Amanda Paa (HeartBeetKitchen.com) TAKEYOURPULSE| 13

SASSCYNTHIAPULSE AMBASSADOR 2016 IYP EXCLUSIVE!As I was about to present to the attendees at theInternational Year of Pulses Culinary Immersionat the Culinary Institute of America (CIA) in Napa,California. I had to exclaim a silent “Yes!” before Ibegan, because I was beyond thrilled to be speaking asa pulse ambassador. Much of the audience wasn’t aware that in March of 2015 my latest book Slim Down Now was published, a book that includes an entire chapter devoted to the health and weight loss benefits of pulses, as well as a meal-building strategy that includes at least one serving of pulses each day. I submitted the manuscript for this book in March of 2014, so I actually wrote the bulk of it in the second half of 2013, when the term pulse was unfamiliar to even most of my colleagues. Over the past few months a number of people have asked me how I decided to make pulses the cornerstone of my book, and I enjoy sharing the story of my pulse journey. Celebrity nutritionist, author and professional sports In my work I wear many hats. In addition nutrition consultant Cynthia Sass shares her journey to being the contributing nutrition editor for a health magazine, I’m also a recipe that led to her becoming a pulse crop advocate. developer, freelance writer, private practice practitioner, frequent speaker, and consultant14 | TAKEYOURPULSE to a professional sports team and a university medical center. In each of these roles I’m constantly on the lookout for cutting edge science about optimal nutrition, as well as what’s emerging and trending in the culinary world. To keep up I generally start my day by reading through new research and reports, and one day in 2012 I read about a study from the University of Toronto that divided overweight and obese volunteers into two groups. One group was counseled to cut 500 calories a day, and the other group was asked to no nothing more than add five cups of pulses per week to their diets. After eight weeks both groups >>>

had lost about the same amount Sass’s Chocolate Truffles featuring chickpea flour is one of the many foods highlighted in her diet bookof weight. However while the “Slim Down Now” that features pulse ingredients.“good” HDL cholesterol levels TAKEYOURPULSE| 15decreased among the caloriecutters they rose in the pulsegroup; and the pulse eatersexperienced a four times greaterreduction in their blood glucoselevels. To me this study was areal win-win for pulses – similarweight loss results, but betterhealth improvements. The studyalso fit into the recent nutritioncommunications paradigmshift, which had begun to veeraway from demonizing foodswe shouldn’t be eating, andtowards embracing functionalfoods we should be eating. I wasalso intrigued that the title of thestudy included the term pulses.So with that research tuckedaway in my mind I kept going

Mango vanilla pulse Who can resist these smoothie anyone (with devilish looking white beans)? It will go quite nicely with this pulse brownie bites hearty Cannellini bean packed with nutritious & veggie lasagna. chickpea flour?about my business, and pulses lower diabetes and cancer risks, experienced their benefits, includingjust kept popping up. I saw pulse protect heart health, improve athletic weight loss, reductions in cholesterolproducts at Expo West, one of the performance, and enhance overall and blood sugar, and soaring energyprimary natural products expos in the nutrient intakes. In a nutshell pulses – all from a food that’s affordable,United States, as well as the Fancy created a healthy domino effect – readily available, easy to use, andFoods Show, some of which were just adding them, without taking satisfying!using the term pulse, and I thought, anything else away, was shown to“OK, Cynthia, there’s something here.” trigger a number of benefits. And When I found out about 2016 be-Pulses were on trend for a number I loved the word pulse, which in ing the International Year of Pulses Iof reasons, including being plant- its other uses essentially signifies practically jumped for joy, becausebased, high antioxidant, naturally life energy. I wanted to become a I had been working to make pulse agluten-free, and not a common champion for pulses, and I believed household term, and help more andallergy or intolerance trigger. I was that pulses were the main character more people embrace it as a dailyalso aware that they are incredibly in a story that hadn’t yet been told. staple. Partnering with the USA Dryversatile, and consumed around So, I enthusiastically went to work on Pea & Lentil Council and Americanthe globe, in both savory and sweet my book. Pulse Association feels like being as-recipes. In my travels I had enjoyed ked to join the cast of my favorite pro-pulses in a number of countries, Because the term pulse was relatively duction. Due to the excitement aboutfrom hearty stews in Europe to pulse unknown in the United States in the IYP and the buzz around pulses,desserts in Japan. relation to food, the word pulse wasn’t I’m happy to report that the paper- included in the book’s title or subtitle. back version of my book, coming outAs I began looking for more research Within the first few pages I introduce in March of this year, will feature theabout pulses, there was no shortage readers to the term, and explain why I word pulse as part of the subtitle. I’mof exciting studies. I found more chose pulses as the foundation of the excited to spend the rest of this yearscience about the effect of pulses on book’s healthy eating plan. I’m proud (and beyond) celebrating pulses withweight loss, in addition to their ability to say that since the book’s release you, and spreading the word aboutto regulate appetite, reduce belly I’ve heard from many readers who why they truly deserve A-list super-fat, increase calorie and fat burning, have fallen in love with pulses and food status.16 | TAKEYOURPULSE

INGREDIENTS (4) whole wheat tortillas (1 cup) USA chickpeas (2) cloves garlic (1) small onion (1/2 tsp) cumin √ salt and pepper √ mozzarella (1 cup) enchilada sauce (1/2 cup) sour cream (2 tbsp) feta TOPPINGS (1/2 tsp) jalapeno √ mozzarella √ fresh cilantro √ olives √ onionsINSTRUCTIONS1. Blend cooked chickpeas in a food processor until relatively smooth. Add cumin, salt and pepper.2. Sauté garlic and onion. Once tender blend into chickpea mixture. Divide the chickpea between the tortillas.Add mozzarella and fold burrito style. In a medium baking dish add 1/2 cup of the enchilada sauce. Place theprepared enchiladas in a dish and top with the remaining 1/2 cup sauce. Spread sour cream on and top with feta,cilantro, onions, olives , mozzarella and jalapeno. Bake at 350 for 25-30 minutes. C&F Foods TAKEYOURPULSE| 17

APUNLSECS IENTPLANTSFOOD FOR THE FUTUREby ED HAAGAlthough beans, peas and lentils perhaps the entire life blood of the Finally, with the loss of inputs such have grown in popularity earth will continue. Nature does not as nitrogen the soil breaks downwith many Americans, their real bargain. We have only two choices, and cannot easily be rebuilt.strength lies within the specific to change and survive or to remain So in what ways can pulsescharacteristics unique to pulses. the same and cease to exist. counteract these predicted fourDue to these strengths, pulses Already we are feeling the shortage major shortages?are destined to play a major role of water as we dig deeper for the As water consumers, lentils, peasin contributing to food security precious liquid. As we frantically and chickpeas are some of the bestworldwide. Like it or not pulses will increase our pace to keep up with plants we can grow. Thirty percentbecome the food of the 21st century. the growing population there will of the world’s lentils and chickpeasWith a projected world population be an even greater consumption in are grown in arid ground consideredincrease of 2.6 billion within the future. unusable for any other crop. Bythe next 49 years, our ability to Even as we face water loss, the careful breeding techniques theseproduce enough food is in question. demand for food will balloon plants can become even moreAccording to a United Nations dramatically. Increased food drought resistant, an essentialreport on sustainability, the world production without careful quality considering the certainty ofis going to suffer major shortages of management leads to increased future droughts. >>>four elements essential for survival depletion and loss of soil. Throughof the human species: water, food, environmental mismanagementsoil and inputs. forty percent of the world’sThe next century will determine agricultural soil has already beenwhether or not the human race and degraded and if we continue at this rate we could lose the rest within 6 decades.18 | TAKEYOURPULSE

With their ability to produce nitrogen and other components, pulses are considered one of the best restoratives when it comes to rebuilding soil, and breeders are developing crops specifically created to increase soil mass. as well as those that will use less water and add more nutrients back into the earth. This research is essential if pulses are to meet the needs of the future. With proper breeding to further enhance pulses, plants can be developed to increase the food supply and by creating a higher density of food to feed more people.Pulses are an efficient food crop both in farming and This is not a short term project butconsumption. In addition to being low fat and high will take research, funding and afiber, pulses are an excellent low cost source of protein. serious commitment to long term development.For example, beans at 2.5 times the nutrient density As Kurt Braunwart, managing owner of ProGene Plantof wheat and corn, offer the possibility of providing Research says, “Already pulses are a major contributorlarge numbers of people with a balanced diet while to reducing the impact of the four major shortagesconsuming far fewer resources than animal production. outlined in the UN study, and yet, with genetic directed improvement, they can be an even more powerful solution to the problem.”When looking at inputs such as nitrogen, pulses againmake a contribution. By using pulses we can weanourselves of synthetic fertilizers–major factors in thegreenhouse effect-- through a natural supply of nitrogenproduced by legumes as part of the growing process.Ranchers such as Gabe Brown utilize this relationship.“I haven’t used synthetic fertilizer for eight years, allmy fertilizer is grown in rotation with pulses,” he notes.These are some of the few plants capable of offering thisresource.Left inset, Ed Haag has written about agricultural matters forthree decades in publications including Farm Journal, AngusJournal, and Successful Farming.Above, Kurt Braunwart examines a promising variety of fieldpeas with USADPLC VP of Research, Todd Scholz. Right, NorthDakota rancher Gabe Brown. TAKEYOURPULSE| 19

MARKETINGIYPCAMPAIGNDriving Generation “Yum”& Beyond to Gobble Up Pulsesby Erika Simms, APRWVice President, Maxwell PR + Engagement e hit the ground Here’s an update on the running at the success of the campaignbeginning of 2016, – just one month into thelaunching the North International Year. We’veAmerican pulse brand only just begun!marketing program toensure pulses become Onlinethe hot new food of Educational2016. Our key target?Millennials (18-34 year Hub prep tips and recipes. healthy, delicious foods. Even more impressive, By looking at whereolds), who make up the PulsePledge.com, the the website had nearly website traffic is cominglargest consumer group website we created 500,000 page visits from, we know a largein North America and are as part of the North and 135,000 individual majority are clickingparticularly interested American pulse users (54% from the through to the site fromin foods they perceive as marketing campaign, U.S./44% from Canada) social media – roughly 50being healthy, nutritious went live January 1. The in January. We expect percent.and delicious. site is aimed at educating this high volume of those who aren’t as traffic to continue,Since the International familiar with the benefits and to have a strong We plan to continue impact on increased social media ads andYear of Pulses officially of pulses and who may consumption of pulses, evaluating the contentkicked off January have been intimidated as we know consumers1, pulses have gone by cooking them in the purchase ingredients we’re providing to our to make recipes – a key followers, ensuringmainstream throughout past. Serving as a hub component of the site. it’s resonating well,the country, being for recipes, cookingfeatured in hundreds tips and other useful Social Media throughout the year. Our fan base has grownof media stories and information, we’re using One way we’re driving significantly as wellnamed the “year’s hottest the site as a platform to millennials to visit theingredient” (POPSugar) encourage consumers to website is via Facebook, – with USA Pulses’ Instagram, Pinterestand the “United Nations’ take the Pulse Pledge, a and Twitter. We are Facebook followershealthy food of the year” commitment to eating advertising the benefits increasing 93%, from(Well + Good). And pulses at least once per of pulses to both our USA 95,965 fans November 1 Pulses and Pulse Canada to 184,793 fans Februaryin January alone more week for ten weeks in (social media handles) 8. In one month we havethan 10,500 consumers 2016. followers as well as totook the Pulse Pledge – millennials interested in exceeded our goal for the entire year.a commitment to eating Only one month in, moremore pulses in 2016 – than 14,000 individualsand 135,000 consumers have taken the pledge Additionally, as a resultvisited and now receive weekly of consumers taking thewww.pulsepledge.com. e-newsletters with pulse pledge, they’ve >>>20 | TAKEYOURPULSE

shared their experience on social media PULSES-TOP FOOD TRENDwith their followers. To-date, we’ve had After receiving education on pulses, 50+ mediamore than 2,600 people tag photos of outlets have named pulses as an important and toppulse recipes and more using the hashtag food trend, including outlets such as The Washing-#pulsepledge, reaching an estimated 2 ton Post, Food52, Good Housekeeping, Huffingtonmillion followers. Post, Today.com, Well + Good, Prevention, Women’s Food, Health & Lifestyle Health, Greatist and more. Media Stories Since launching our media outreach efforts in November 2015, we have already exceed our annual goal, with our earned storiesAnother big part of our marketing reaching more than 600 million readers to date. Media areprogram has been securing “earned media” highlighting the benefits of pulses, including comments such as:placements in the mainstream news • “The protein source everyone who’s anyone will be loadingand lifestyle outlets where millennialsget their information. To do this, we’ve up on this year” – Women’s Healtheducated media contacts through events, • “The United Nations’ healthy food of the year” – Well +providing information and interviews withkey spokespeople on what makes pulses Goodrelevant to their readers. In addition, we • “Eat More Pulses. Those unassuming pod-planttargeted dozens of “influencers” who areoften quoted by media as health, food and powerhouses” – U.S. News & World Reportlifestyle trend experts. • “The United Nations has its finger on the pulse (quite U.S. Pulse Industry literally) this year” – Greatist Social Media Channels • “Buzzword: Pulse. Nope, not the “thump, thump” on your wrist: This pulse – the ultra-healthy dried edible seed of a legume – is in the spotlight in 2016.” – Good Housekeeping >>> @USAPulseswww.pulsepledge.com TAKEYOURPULSE| 21

Influencer & BloggerEngagementBeyond our influencers who havecontributed to media stories, we haveengaged dozens of others who areposting on their own blogs and socialmedia channels, promoting the PulsePledge and the overarching benefitsof pulses. We have had well-knowntrainers such as Gunnar Petersonpromote pulses, as well as nutritionistssuch as The Nutrition Twins, andcelebrity Alicia Silverstone commit toeating pulses.Additionally, we have 20 BloggerAmbassadors who will showcase recipesand cooking tips throughout the year totheir millions of readers. To date nearlyall 20 bloggers have posted deliciousdishes both on their blogs and socialmedia channels, and have driven asignificant amount of pulsepledge.comwebsite traffic. We’re also updating oursite on a regular basis with these newrecipes, which will keep it fresh andpeople coming back to the site. Digital / Online Throughout the year we’ll continue Advertising to assess what has worked best, and shift advertising and messaging toOur banner ads began running at the end match consumer interests. We expectof January on digital outlets including consumers to be significantly moreEater, Women’s Health, Prevention, versed in pulses by the end of 2016Organic Life and many more. In than they are now, which will ultimatelyaddition, native content that includes translate to more consumption. Thevideo, recipes and original articles that marketing committee will also conducthighlight the benefits of pulses will research to determine what has beenbegin running in mid-February. These most successful. We look forward to theads drive to pulsepledge.com as well. country – and the world – knowing theWe also plan to begin running ads on benefits of pulses!Well + Good beginning in Spring. Wehave two rounds of advertising (each for Erika Simms, Maxwell PR + Engagementtwo months) in our existing marketingbudget, and hope to increase to at least (Maxwell PR + Engagement was selected by thethree rounds by the end of the year. North American Brand Campaign Committee to launch our pulse marketing campaign in 2016.)22 | TAKEYOURPULSE

PULSE MADAVREKRETTISCEAMMEPNATIGSNENCOURAGE CONSUMERS TO EAT PULSES Pulses. SUPERFOODS. SUPER DELICIOUS. A good source of protein. Little superfoods. Big on flavor.We know from consumer habits and our October marketing focus groups that delicious recipesintrigue millennials to try pulses more than anythingelse. We also know from a survey conducted inNovember that while more than 60% of consumers doeat pulses (identified as lentils, chickpeas, beans anddry peas), only 6% know they are considered “pulses.”With that in mind, we created ads that emphasize thepulses in delicious looking and familiar dishes. We’redriving consumers to www.pulsepledge.com to checkout recipes, tips and to ultimately take the Pulse Pledge.The ads began rolling out in late January on digitaloutlets including Eater, Women’s Health, Prevention,Organic Life and more, and are already driving trafficboth to the site and converting to pledgers. TAKEYOURPULSE| 23

U SNITED TATES by Jessie Hunter, USADPLC/ APA Director CONSUMER TRENDS of Domestic Marketing. & PULSE CROPSPulse launch According to Chapman and Mintel, Culinary these trends include a general trendcrop aware- Institute of toward consumers seeking food op-ness and interest is America programs. tions that are healthy, “clean label”,on the rise, thanks to the Mintel, established in 1972, is convenient, but also tasty. This ar-various media outreach efforts as they say, a market intelligence ticle explores these societal “ma-and events since the United Nations agency specializing in “market re- cro-trends” in the US and the newofficially launched the International search”, “market analysis”, “product market potentials they are openingYear of Pulses in November. What intelligence”, and “competitive in- for pulses.do we want to achieve with this uni- telligence”. Their approach includes Consumers seeking the “real thing”-que opportunity IYP is providing? gathering information quarterly on authentic foods sometimes referredFrom a Domestic Marketing pers- consumer spending patterns and to as “clean label” or foods withoutpective, the goal is to increase the the 33,000 new products launched genetically modified ingredients,amount of US grown pulse crops monthly in 34 countries. gluten, or the common food aller-Americans are eating. Whether in Nirvana Chapman is a food scien- gens such as soy and wheat. Thissoups, tacos, smoothies, pastas, we tist by training, specializing in food leads to consumer interest in ingre-are promoting pulses in all their market trends. In her presentations dients derived from foods insteadmany forms. Because of the versa- for the pulse industry over the past of artificial, synthetically derivedtility and variety intrinsic to this year, Nirvana painted a picture of ingredients. LuAnn Williams, di-family of foods, there are many current trends in the US food in- rector of Innovation at Innova Mar-opportunities to expand markets in dustry overall that can provide ket Insights writes in her Januarythe US. Understanding the current opportunities for the pulse indus- 2016 article in Food Technology,markets and trends within those try, consumer perceptions of eating “Clean labeling has moved beyondmarkets is important to consider pulse crops, and a review of innova- being a trend and is now regardedas an industry. One perspective on tions in products containing pulse as more or less standard to the foodcurrent trends in consumer food crops. industry.” Since pulse crops them-trends and product innovations selves are minimally processed andcomes from Nirvana Chapman of pulse-derived ingredients are non-Mintel, who presented at the Global GMO this opens up new marketsPulse Confederation and the pul- for promoting pulses as the who-ses bakery and West Coast media lesome foods that people seeking “real food” are looking for.“Consumers perceive foods with a free-from claim tobe healthier – either for themselves or for the planet, >>>with 84% of consumers noting they are buying free-from foods because they are more natural and less processed.” -Mintel 2015 Report24 | TAKEYOURPULSE

Globalization and urbanizationtrends create new opportunities forshowcasing pulses in world cuisi-ne to receptive consumers. Withpopulation growth in cities on therise, consumers have more oppor-tunities to explore culturally diversefoods. Younger adults are generallymore interested in experimentingwith flavors and world cuisines.Since pulse crops are found in tra-ditional cuisines around the worldthis trend can be leveraged in spot-lighting the many culinary applica-tions for pulses.Consumers are looking for ways to our body needs to create proteins. with the increased interest in plantimprove their health through diet Therefore, careful blends with ce- proteins. Additionally, research intoand lifestyle changes. With the high reals and other protein sources is the allergenic components of pul-nutrient content of pulses, consu- required to provide the highest qua- se proteins and cross reactivity be-mers seeking to boost the nutrients lity plant-based proteins. Research tween peanut allergies and pulsesin their diet through foods can find on protein digestibility and absorp- is important as more pulse proteinsthem in pulses. This trend paired tion of pulse proteins is limited and are incorporated into food products.with consumers seeking naturally should be expanded in conjunctionderived ingredients provides an ad-vantage for pulse crops to providethese nutrients from foods versusnutrient cocktails developed artifi-cially.Plant-based foods are growing in Consumer interest in the nutritional attributes provided bypopularity especially among Mi- pulses is high. Capitalizing on these attributes is a way to takellenials (18-35 year olds) who are advantage of larger consumer food choice trends.seeking to add more plant basedproteins and foods into their diets. >>>However, at the same time consu- TAKEYOURPULSE| 25mers are seeking convenience andculinary interest in foods. With theversatility of pulse crops to to usedin a variety of savory and sweetdishes, snacks and baked goods,many opportunities for expandingthis market remain. While there areopportunities for protein claims onpulse proteins, it is important to re-member that pulse proteins are notcomplete proteins. This means theydo not contain all the amino acids

Consumer Perceptionsof fiber “65% of US consumers agree that fiber is important to maintaining a regular digestive tract, 54% agree it’s important for overall wellbeing, 48% attribute fiber to be an aid in weight loss, and 45% believe it gives them energy.” -Mintel 2012 Report “49% of US consumers say they’re more likely to buy vegetables with claims such as high fiber or high in vitamins.” -Mintel 2015 ReportConsumer Perceptions GLOBAL PULSE LAUNCHES, BY TYPEof protein Source: MintelMore consumers are looking for non-meatprotein sources: Chickpea and dry pea based products lead the way between 2010 and 2014 in• 25% of Millennials product launches, with the rise of the hummus market being a significant contri-• 24% of Generation X, butor for chickpeas.• 18% of both Baby Boomers and theSwing Generation, respectively - Mintel 2015 REPORTBecause of their unique attributes, pulsecrops have an opportunity to meetconsumer demand for nutritious, cleanlabel products in innovative products, suchas salty snacks. Between May 2012 – April2015, snacks were the largest category offood and drink product launches for foodscontaining pulses globally.Pulses in restaurants provide opportunities for the restaurant category “North American- Traditionalconsumers to explore new ways of eating pulses without American”. The top three menu items featuring pulsesthe commitment of purchasing ingredients or products, in 2014 were salads, soups, and burritos. Tasty disheswhich often are barriers for consumers to explore new at restaurants can open the door to greater consumerfoods at home. A variety of pulse crops are featured in interest by showcasing delicious ways to serve pulses.restaurants offering global flavors or tailoring menus Pulses have the characteristics a variety of consumersto meet the growing demands for “real foods” and are looking to incorporate into their diets. Takinghealthy options. According to Mintel’s Menu Insight advantage of broad consumer trends favorable to pulseservice, Chapman reported the number of restaurants crops opens the door to expanding pulse consumptionserving pulses increased between 2011 and 2014 in and markets in the United States as well as globally.26 | TAKEYOURPULSE

INSTRUCTIONS INGREDIENTS Kabocha Squash, diced (2 cups) coconut oil1. In a mortar and pestle add Garlic and Ginger and (1 tbsp) cloves garlicpound into a paste. Set aside. (2) Ginger, 2 inches (1 knob) small Onion, chopped (1) curry powder (1 1/2 tbsp) brown sugar (2 tsp) cumin (1/2 tsp) coriander (1/2 tsp) coconut Milk (13.5 oz) (1 can) chicken broth (1 1/2 cups) dry red lentils (1 cup) Chickpeas, rinsed (1 can) Baby Spinach (1 cup) Salt and pepper to taste 2. In a heavy medium sized pot, melt Coconut Oil on medium-high heat. Add the chopped onion and cook untilfragrant, about 3 minutes. Add Ginger and Garlic paste and cook for another minute. Next add Curry powder,Brown Sugar, Cumin, and Coriander. Stir until combined.3. Add Kabocha Squash, Coconut Milk, and Chicken Broth and simmer for 10 minutes. The Kabocha Squashshould be tender. Nextadd dry Red Lentils and Chickpeas and simmer for another 15 minutes. Once Lentils havecooked, add a handful of Spinach and Salt and Pepper to taste. TAKEYOURPULSE| 27

by Cindy Brown, Regional Vice PresidentGlobal Pulse ConfederationOpportunities abound for of Sciences; “Little Beans, over 141 events in 36 different On Pulse Feast, January the International Year countries. The events were 6, 2016 hundreds of sitesof Pulses to increase global Big Opportunities: Realizing varied. Children in Malawi around the globe celebra-awareness and demand for were fed protein supplements ted pulses and “tweeted”pulse crops. Many pulse the Potential of Pulses to made with pulses. In India, about it (like this one fromevents have been planned by Pulse Feast was celebratedGlobal Pulse Confederation’s meet today’s Global Health at a university in Chennai with Argentina)national committees which a pulse lunch and lecture,are active in over 31 countries Challenges”. Other launch IFPRI met in New Delhi at winner in Amsterdam. Theas well as major events the National Academy of Peruvian’s hosted a dinner atsanctioned by the UN on events were held in Ethiopia, Agricultural Sciences. In the Marriott Hotel in Lima.every continent. Using social London, a spectacular partymedia, websites, and global Australia, Canada, UK, the was held at the renowned From Oceania to Asia, the Nearmedia outreach, the GPC Gates Restaurant. In Mexico, East, Europe, Africa, Northintends to reach an audience Netherlands, Singapore, there was a Three Kings American, Latin Americanof 20-40 million people celebration. In Colombia, the and the Caribbean, socialworldwide. From the moment Turkey, Spain, the U.S. West Aburra Company celebrated media reached 21 millionthe UN launched IYP in Rome with their chef preparing a people raising awarenesson November 10, 2015, GPC’s Coast and France. All events pulse lunch. The Netherlands of the health, nutrition andexpectations have been used the Pulse Feast to sustainability benefits ofexceeded. We are only two were media focused; many highlight their national passion pulses for people, animalsmonths into the international of ice skating. They celebrated and the planet. #PulseFeastyear and we’re well on our with celebrity chefs creating by holding a skating party was a major success, whereway. with a Dutch Olympic medal followers on Pulse.org and delicious pulse dishes with IYP2016.com could see theThe North American launch numbers of tweets, photos,took place at the UN in New cooking demonstrations, videos and messages growYork followed by a media exponentially over a 48 hourevent at the Public Restaurant. while others included high period.It concluded the next daywith a nutrition conference level Ministers of Agriculture >>>at the New York Academy and Trade. A new association of pulse traders was even formed in Singapore and the Phillipines. The Pulse Feast was celebrated globally on January 6th. There were28 | TAKEYOURPULSE

In February, the Global Pulse Confederation (GPC) AUSTRALIA and partners are hosting the Love Pulses Product Australian Pulse Conference September 12-14, 2016Showcase. Eleven Countries worldwide are taking part Tamsworth, Australiaand the showcase will feature pulse innovations created PORTUGALby winning teams. For countries where there isn’t a live Second conference of the International Legumes Societyevent, there is a virtual forum where teams can submit October 12- 14th, Troia, Protugalonline for a chance at the prize. The locations and nature of these events didn’t happen randomly. They were carefully chosen by GPC to have theSupporting the four theme areas of Food Security, maximum impact on the pulse industry, hopefully resulting inNutrition, & Innovation, Creating Awareness, gains in research, sustainability, healthier people and planet.Market Access & Security and finally, Productivity & There has been great achievement in first two months of 2016Environmental Sustainability; the events are coming fast and even more is expected in the next 10 months. But GPC’sand furious. work won’t stop when the clock strikes midnight on 12/31/16, the group is already working on future plans to keep pulseThe major events sanctioned by the UN include: brand alive and well for the next decade.INDIA TAKEYOURPULSE| 29The Pulses Conclave in Jaipur in February along withthe International Conference on Pulses for NutritionalSecurity and Agricultural Sustainability in November inNew Delhi.ZAMBIAPan-African Grain Legume and World CowpeaConference on Feb 28 – March 4th 2016 at the AVANIVictoria Falls Resort in Livingstone, Zambia. Thisconference will gather the best and brightest fromacross Africa engaged in research from diversedisciplines focused on edible grain legume crops. Over450 people are registered.COSTA RICAThe regional conference for Central AmericanCooperative Program for Crops and Animalimprovements will be held on April 5-8.MOROCCOMarrakesh, Morocco will hold the International Confe-rence on Pulses in Dryland Areas from April 18 - 20TURKEYThe World Pulses Convention, hosted by the GPC willtake place in Ceseme, Turkey on May 10 -22.FRANCEINRA Meeting on Grain Legumes (Francophone) May 31- June 1, Dijon, France

Pulses.SUPERFOODS. SUPER DELICIOUS.If you think this looks fabulous, hold on to your tastebuds becausewe’re just getting started. Recipe after recipe transform pulses—DRY PE AS, BE ANS, LENTIL S and CHICKPE AS—into savorysnacks, hearty sides, entrées and healthy sweets.Let’s get cooking. A good source of protein. Explore Recipes www.pulsepledge.com30 | TAKEYOURPULSE

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2780 W Pullman Road - Moscow, ID 83843Email: [email protected] - Ph: 208.882.3023 Pulses. EXPLORE PULSES SUPEPRFuOlOseDsS. . EXPLORE PULSES SSUUPPEREFROODS. DELDIECSLIUIOCPIUEORSU.S.A gooAd gsoooudrscoeurocfe porfoptreotinei.n. Little suLpitetlrefosuopdesr.foBoidgs.oBnigfloanvfloarv.or.32 | TAKEYOURPULSE