Take Your Pulse Magazine, Spring 2017 Edition

20 Growers like Montana’s Grant Zerbe (flying the friendly skies) are considering a greater investment in the pulse industry. Photo by Sean Heavey / Color grading by Cody MuirThe Pulse Industry is soaringfollowing the 2016 International Year of Pulses. 08 The Pulse Industry’s Premier Magazine Spring 2017 / Vol. 6, No. 01 12 Could Winter Pulses cover 15 milli0n acres of summer fallow land? Find out in The Promise of Winter Pulses on Page 12.

BuildBiunilgdoinngtohne tMheomentum of IYP MOMENTUM of the INTERNATIONAL YEAR OF “2016 will go down in history as the beginning of a pulse revolution. ”2 Take Your Pulse Magazine

WE L C O M E STAFF CONTACTSUSADPLC/APA CEO, Tim McGreevy USA Dry Pea & Lentil Council 2016 will go down in history as the Chief Executive Officer Office & Audit Manager beginning of a pulse revolution. Tim McGreevy Mike Shelton The International Year of Pulses [email protected] [email protected] (IYP) provided our industry the opportunity to reintroduce pulse Vice President of Marketing Director of Membership crops to our consumers at home Pete Klaiber Services and around the world as the [email protected] Kim MonkFuture of Food. IYP provided an opportunity to work [email protected] to launch the biggest marketing campaign Vice President of Researchever undertaken in the pulse industry. The results of & Membership Services Director of Communicationsthis collaboration have been astounding. Todd Scholz Drex Rhoades [email protected] [email protected] into this campaign, we set a goal of achieving500 million consumer impressions through media Director of Domestic Asst. Marketing MGRoutreach. By the time 2016 came to a close, we had Marketing Tayebeh Soltanireached a total of over 3.4 BILLION media impressions Jessie Hunter [email protected] North America and another 1.0 BILLION [email protected] impressions globally. 4.5 BILLION media Executive Assistantimpressions around the world. We surpassed every Director of Research Sarah Whiteone of our marketing campaign goals in 2016 and the Jeff Rumney [email protected] we’ve received from consumers has been [email protected] positive. EXEC BOARD OFFICERSNorth American Food manufacturers responded tothe pulse marketing campaign by launching a record USA Dry Pea & Lentil Councilshattering 1,190 new products containing pulsescrops. New pulse based foods were launched in every Chair Vice Chairfood category including: pasta’s, snacks, dips, baked Pat Smith, ID Beau Anderson, NDgoods, frozen, prepared meals, sauces, beverages andpet food. We are well on our way to accomplishing our Secretary/Treasurergoal of introducing new pulse based foods into every Andrew Fontaine, WAisle of the grocery store. Euromonitor completed aconsumer research study in June 2016 showing pulse CONTACT INFORMATIONconsumption increasing by double digits in almost USA Dry Pea & Lentil Council Industry Website Continued on Page 5 >>> 2780 W Pullman Road www.usapulses.org Moscow, ID 83843 Phone: 208.882.3023 Cosumer Website Fax: 208.882.6406 www.cookingwithpulses.org Illustrations by Cody Muir Take Your Pulse Magazine 3

TAKE YOUR PULSE INTERNATIONAL YEAR OF Content 2016 IYP MOMENTUM It’s over... but is it, really? The Building on the Momentum of IYP pulse industry is trending;acreage,02 USADPLC / APA CEO Tim McGreevy says the time is ripe consumption, and exports are up. Is it time to make a move? to keep the momentum going from the unprecedented success of the 2016 International Year of Pulses. International Trade Teams06 Traditionally, approximately 60% of pulses are exported (that’s changing, but that’s another story.) Meet the trade teams that buy and sell your pulses overseas. Pulses are Soaring: IYP Report08 Public relations guru Erika Simms is amazed by how consumers, bloggers, chefs, and food manufacturers have come to love pulses. The Promise of Winter Pulses12 Agricultural journalist Ed Haag asked a simple question: Can Winter Pulses help feed the world? Pulses and Water WINTER PULSES AND WATER16 Ed and Patty Haag discovered one inalienable truth while Sustainability is one of the four pillars of the pulse crop repertoire. investigation pulses--growing dry peas, lentils, chickpeas Can pulses be the next cash crop? and beans conserves water, plain and simple. Investing in the Pulse Industry20 Pulse growers in Montana, North Dakota, and Washington are being asked to match the investment that Idaho has already committed. Here’s why.4 Take Your Pulse Magazine

PEA MILK ANYONE? USADPLC Chair, Idaho grower Pat Smith showing off many of the new products made with pulses at a grower meeting.BUILDING MOMENTUM CONTINUED.every food category in the next we saw during IYP 2016, we will April 2017. Together we can keep the momentum going.five years. Pulses are riding a new need the entire pulse industry toconsumer trend that is demanding pull together to continue to buildmore plant based foods in their demand for these amazing foods. We have started a pulse revolution. We will continue to march into thediets. hearts and minds of ourconsumers until they demand pulse based In May of 2016, Idaho growers foods at every meal. Acreage and demand of pulse crops is on theBut now, it is our job voted to increase their assessment rise. Future profitability of our industry rests on our efforts toto keep the momentum from 1% to 1.5% for a three-year convince consumers that pulse crops are the plant based foods ofgoing. period beginning July 1, 2016. choice. They challenged producers in theIn 2017, we will launch the “1/2 Cup states of Washington, MontanaHabit” campaign, a simple and and North Dakota to increase theirapproachable push for consumers assessments to support fundingto add ½ cup of pulses to their for the marketing efforts neededdaily diets. We will expand our to move this growing productioncampaignfocusfromthemillennial and the key research projects I close with a kite quote from New York Times best-selling author ofdemographic to all “aspirationally needed to grow the industry. “Fever”, Lauren DeStefano:healthy” eaters. The InternationalYear of Pulses may have ended, In March of this year, Washingtonbut our campaign is still going growers will hold a referendum to “Momentum,” she repeats. “You can’t just stand therestrong, and evolving to reach an increase their assessment to 1.5% •if you want something toeven larger consumer base. To for a three-year period beginning fly. You have to run.”ensure our efforts continue to July 1, 2017. Montana producersproduce the same positive results will follow with an advisory poll in Take Your Pulse Magazine 5

INTERNATIONAL PULSE TRADETrade Teams are a “Win-Win”BY PETE KLAIBER, USADPLC VP OF MARKETING FIELD VISITSBeginning in 2000, USADPLC China Trade Team speaks to a grower has hosted at least one trade \"outstanding\" in his field.team visit to the U.S. in every year.Each team is made up of pulsebuyers from one of our overseasmarkets. Most years we havehosted two trade teams, someyears it has been three, and in onevery busy year, we hosted fourteams. Why do we do it? We doit because it is the best way to tellour story is through a ‘hands-on’experience.THE TRADE GAME understands the process as well always a trip highlight and a major photo opportunity.)The global pulse trade is full of as the end-product.buyers who are always searching THE STANDARD FOR QUALITY • Walk-throughs of processingforlowprices. Given thatU.S. pulse To demonstrate the true value of plants in all our processingproduction costs are relatively U.S. pulses to foreign visitors, we regions. The willingness ofhigh (land costs, processing show them the full scope of our our processor members tocosts, transportation costs), we industry. Trade team stops overare not in a position to compete the years have included: allow our visitors to walkby offering the lowest price in through their plants is alwaysthe marketplace. Our success • Farm visits in Washington, appreciated. Based on thecomes from finding buyers who traveler feedback at the endare seeking good value instead of Idaho, Montana and North of these tours, one thinglow price, buyers who are willingto pay a premium for a better- Dakota to display how our seems to impress them mostquality product. And the full value growers control weeds and – how clean our processingof our pulses cannot be reduced to pests and use harvesting plants are. That is an excellenta sample or a price – the full value techniques that minimize example of how importantcan be appreciated only when one foreign matter and seed product quality and food damage. (When visitors take safety are to our industry. turns riding in a combine it’s6 Take Your Pulse Magazine

NORTHERN PLAINS TRADESeen here with Justin Flaten and Holly Bensen (center), the Trade Team from China visits JM Grain in Great Falls,Montana• Field visits at WSU and NDSU pulses and pulse fractionate greenhouses, grades laboratoriescrop research facilities to see – helps to set the stage for thethe new pulse varieties that • Visits to intermodal facilities, most important part of any tradewe have under development. transloaders, and container team tour: when the buyers meetThe visitors also provide yards to see how pulse the sellers. That is when theresearchers with helpful shipments are handled. product samples are on display,feedback on the suitability Demonstrations of USDA the showing the end-result of theof new varieties in the U.S. grading process and our industry-wide effort to provideinternational markets. grading standards at FGIS value through seed quality, and State Department of product consistency, and service.• Briefings at WSU and NDSU Agriculture units. That is when the buyers canNorthern Crops Institute that appreciate all the steps that gohighlight the work that is being Every stop – farms, processing into making U.S. dry peas, lentils,done on new applications for plant tours, crop •research and chickpeas the highest quality in the world.PNW TRADEThe Indian and Sri Lanka Trade Team visits WSU/USDA-ARS pulse fields with Kevin McPhee (third left),Pete Klaiber (center) and Dr. Fred Muehlbaur (second right) Take Your Pulse Magazine 7

“PULSES ARE PACKED WITH A SATIATING COMBO OF PROTEIN AND FIBER, WHICH MAKES THEMNUTRITIONAL POWERHOUSES AND HUNGER-SQUASHING DYNAMOS,”PEOPLE MAGAZINE FOOD SECTION Pulses are Soaring fromBY ERIKA SIMMS, the North AmericanVICE PRESIDENT OF Marketing CampaignMAXWELL PR + ENGAGEMENTMaxwell PR + Engagement What changes a year can bring! After just one year of heavilyis the public relations firm marketing pulses in North America to health-mindedworking on behalf of the millennial consumers, pulses have a more frequent place on the table!North American Marketing Eleven percent additional consumers are eating pulses regularlyTeam, a collaboration among versus the number eating them a year ago, and nearly 1,200 newthe APA, USADPLC and Pulse products were made with pulses last year, giving Americans moreCanada. ways to get pulses into their diets. We attribute part of this increase in consumption to the marketing effort aimed at Americans and Canadians throughout the year.8 Take Your Pulse Magazine

“PULSES ARE INEXPENSIVE, ENVIRONMENTALLY FRIENDLY, VERSATILE AND CAN BE EASILYINCORPORATED INTO MANY DISHES,” MIND BODY GREENCombining all efforts, we had a pledge to eat pulses at least once out to thank us for the tasty3.44 billion impressions, focused per week for ten weeks. To date recipes (great indication they’relargely on health-minded (thru Feb. 1, 2017) nearly 58,000 incorporating pulses into theirmillennials. This means this people have taken the pledge, and diets!), boosts to their health andgroup of consumers saw recipes 850,000 individuals have visited more. We heard comments like:and cooking tips, stories about the the PulsePledge.com website –health benefits and sustainable almost double the number we had “WE FEEL HAPPIER,growing practices and more, expected! Most visitors to the site HEALTHIER; AND AREmultiple times, via media stories checked out recipes and easy ways CONSTANTLY AMAZINGand advertisements in online to cook pulses. PEOPLE WITH YOUR RECIPES”media outlets, magazines, TV, aswell as via social media channels The goal of the Pulse Pledge And in our surveys of Pulseand blogs. was to strongly engage a group of consumers who would help Pledgers, of the nearly 1,000CONSUMERS ARE PASSIONATE spread the word to others andFOR PULSES AND THE PULSE personally increase their intake respondents, 71% stated they arePLEDGE! of pulses. Based on the hundreds of proactive, positive consumer consuming more pulses thanAs you are hopefully aware, as comments on the site, as wellpart of the marketing campaign in as surveys of Pulse Pledgers, it they had previously and 99% plan2016, we created the Pulse Pledge – worked! Consumers have reached to continue eating pulses on a regular basis. And more than 80% have shared information and/or recipes with friends and family members. Continued on Page 10 >>> Take Your Pulse Magazine 9

PULSES ARE SOARING CONTINUED. “HAVE YOU HEARD? IT’S THE YEAR OF THE PULSE! PULSES ARE PACKEDMEDIA AND INFLUENCERS ARE PASSIONATEABOUT PULSES, TOO! WITH PROTEIN, SUSTAINABLE, AFFORDABLE, EASY TO COOK, ANDTo reach health-minded millennials, we used MOST IMPORTANTLY, DELICIOUS,”marketing tools such as media relations, socialmedia engagement, blogger and dietitian education, MARTHA STEWART LIVINGand targeted online advertising. The integratedcampaign helped ensure consumers would see our BLOGGERS & INFLUENCER ENGAGEMENT key messages often. We found health messaging to Throughoutthe IYP,we partneredwith food bloggers,resonate bestacrossthe board,with satiety, affordable registered dietitians and key industry influencers toprotein and nutrients, weight management and more help spread the word about the superfoods to theirspecifically hitting home with consumers. Simplicity engaged followings. We nearly doubled our expectedalso resonated well, such as 10-ingredient or less reach goal, reaching impressions of 267+ millionrecipes and simple ideas for how to include pulses (vs. our goal of 150 million). Partners incorporatedin one’s diet. key messages into their own blogs, social media channels and even media interviews, showcasingEARNED MEDIA pulse versatility and health through recipes, tipsWe set out this year with an original goal of 400 and more. Many also encouraged readers to take themillion media impressions, across numerous media Pulse Pledge.outlets. What we got was more than seven timesthat number. Media stories in 440 outlets in the We selected a variety of bloggers who createdUnited States reached more than THREE BILLION recipes we shared on PulsePledge.com – many ofimpressions, and continued throughout the IYP which have become the most popular recipes on(and beyond). Not only that, but key messages rang the site. Many of the blog and social media posts onthrough loud and clear through these third-parties, our partners’ personal channels had hundreds oftrusted for their recipes and recommendations for comments and likes, showing pulses resonate wellhealthy, sustainable foods. with this audience!Several media outlets even included full-page In addition, many of the dietitians and bloggersfeatures on pulses, like Cooking Light’s pulse feature we worked with had recipes and quotes picked upand headline “Powerhouse Pulses: Some of the most in millennial media outlets like Harpar’s Bazaar,nutritious, affordable and delicious plant-based Buzzfeed, Bustle and Refinery 29, as well as morefoods.” A few of the hundreds of the other glowing traditional healthy-living outlets like Health,media quotes include: Fitness, Shape, Prevention and more.10 Take Your Pulse Magazine

SOCIAL MEDIA & DIGITAL ADS DRIVE STRONGWEBSITE TRAFFIC & CONSUMER ENGAGEMENTSocial media was a major way to reach our targetdemographic and target advertising and poststo those interested in a healthy diet. We nearlydoubled our USA Pulses social media communities(Facebook, Instagram, Twitter) from the beginningof the campaign through 2016, and communicatedwith our fans throughout the year. In addition,advertising via social media was the largest driver tothe Pulse Pledge website – particularly to check outrecipes - and for pulse pledgers.Additionally, as a result of consumers taking thepulse pledge and influencers promoting the pledge,we have had nearly 10,000 people tag photos of pulserecipes and more using the hashtag #pulsepledge,reaching millions of additional followers.Additional digital advertising, on millennial outlets We will expand our target demographic this year tolike Eater, Well + Good, Women’s Health, Prevention, include a broader age group (those 35 and up, as wellOrganic Life and Mind Body Green, also drove strong as millennials), all with an interest in healthy eating.website traffic and pledges. We found throughout We are building out a program around the “Halfthe campaign that native advertising – those ads Cup Habit,” a simple way to encourage consumersthat read like media stories and offer strong details to “just add pulses” to their diets three times perabout the benefits of pulses, worked the best to draw week, consuming a half-cup a week, which is thein website visitors. recommendation of the Dietary Guidelines ofSO WHAT IS NEXT? •America. Stay tuned for more in the coming weeksThe IYP was so successful in changing consumerhabits to incorporate more pulses, that we’ll and months!be continuing marketing efforts into 2017 (andhopefully beyond). With our key learnings for which “CHOOSING A FAVORITEkinds of marketing tools worked well, as well as PULSE IS LIKE HAVING TOthe messaging that resonates the best – health and CHOOSE A FAVORITE CHILDsimplicity – we are developing plans for a way to get OR PET. LOVE THEM ALL!”pulses into the mouths of even more consumers! Take Your Pulse Magazine 11

The Promise of Winter Pulses BY ED HAAG We already know that winter pulses can produce more nutrition with less water and fewer inputs. It is a known fact that winter peas can effectively respond to their resources more efficiently than other winter crops. The question remains, how will it translate into more acres of production? Illustration by Cody Muir12 Take Your Pulse Magazine

It isn’t every day that one hears the announcement with the Windham yellow pea. Later, Lynx, a green that we will double the amount of protein produced variety was added. Both varieties showed improvedin the next decade but that is precisely what was said winter hardiness but were still marginal as food peas.when Dr. Rebecca McGee, USDA-ARS plant breederlocated at Washington State University, discussed Next came Blaze yellow pea (ProGene) designed forthe pending release of a new fall-planted edible pea the drier zone and better for winter survival andto be available within the next two years. Even better agronomics, though it will only be a split yellowis the fact that all this new protein would be created because of the green retention issue. “Greenwith no need for additional nitrogen or water. retention” makes the outer skin of the pea mottled or discolored instead of yellow.The idea of a winter pea is not new. The AustrianWinter Pea (AWP) has been available since the 1980’s McGee, along with Mike Wood and Nancy Powelland until fairly recently, was the only winter pea in at ProGene are looking to future development ofthe U.S. AWP always had good winter hardiness, but fully food grade greens and yellows that are now onhad challenging agronomics and limited options as a increase at the pre-release stage.food pea. It was also grown only in wetter zones andnot adapted to drier zones. “Winter Food Peas for the Pacific Northwest are at the development state that quality greens were atWhistler winter pea, developed in 2004 by ProGene in 1999, poised and ready.” says plant breeder MikePlant Research as the first stand up winter pea with Wood.better options as a food pea, but was marginal onwinter survival and only useable as a split yellow To better understand how such an advantageousbecause of green retention in the seed coat and small relationship could be achieved we must look at theseed size. This was the first variety introduced into way wheat is grown in the drier zones of Westernthe drier zones by Howard Nelson, crop developer states.with Central Washington Grain Growers. Traditionally these farmers have grown wheatDr. Kevin McPhee, working at USDA-ARS followed followed by a year of fallow. This provides the soilContinued on Page 14 >>> 13 Take Your Pulse Magazine

CAN PULSES BE THE NEW CASH CROP? peas in the fall, growers couldAll members of the USADPLC support the take advantage of water whichUSDA/ARS national pulse breeding program already exists and early temperateto develop new varieties of dry peas, lentils and weather which would enhancechickpeas that will increase yields and end use growth”.quality. The peas are planted in the fall and grow several inches until the ground freezes, then remain dormant for several months. When the weather begins to warm, water accumulated over the winter nourishes the young plants, bringing them to life. With warmer winters the peas don’t even go into a dormant stage. In the past, moisture accumulated through the winter delayed seeding of spring peas due to wet soil, but with fall-planted peas that is not an issue.WINTER PEAS CONTINUED. crops are susceptible to price Another benefit of this fall-seeded fluctuations but with growing only pea is that the plants flower beforewith additional moisture and an one crop such fluctuations could the hot summer weather sets inopportunity to break the cycle of be disastrous. which has a dramatic effect ondisease and weeds. Although this production. Plants which producesystem worked for over 100 years, According to Howard Nelson, who 2,000 pounds of dried peas perthere were many who believed has worked with fall-planted peas acre are now known to produce asthat the cycle of wheat and fallow for two decades, this relatively much as 4,000 pounds per acre.could be improved. newly developed pea allows farmers to add peas into the bi Today fall-seeded peas areOver the hundred years it was annual wheat-fallow rotation. He generally grown on 20,000 acres.found that farming only one crop says, “If we were able to plant our “And this is only the beginning,”created an inherently unstablesystem of highs and lows. All14 Take Your Pulse Magazine

says Dr. McGee. The developer of President of Research, USA Dry plant into their systems.fall planted peas is convinced that Pea and Lentil Council, says,the next generation of plants will “We recognize there will be a Curtis Hennings, a Centralhave an even greater impact on great demand for pulses in the Washington dry land farmer andthe number of acres which are 21st century, and we should use crop developer with 40 yearsconverted from summer fallow everything we produce.” under his belt is quick to compareinto a pulse. the development of fall planted dry Developing markets and good peas with that of canola, a plant“The only thing preventing us prices might be one reason to he has used in his one-broadleaf,from converting more fallow grow dry peas, but there is another two-grain crop rotation.acres is the plant’s ability to reason related to rotation.survive winter cold,” says McGee. He is particularly enamored with“The new cultivars are expected in A member of the pulse family, peas the idea of an additional broadleaftwo years, and will have the same produce nitrogen which enhances to incorporate with his graintolerance as winter wheat”. the soil and improves production. rotation. “It fits very well with what Howard Nelson estimates that I want with my rotation,” he says.Dried peas, an important member there is a 20% increase in the “This will make everything muchof the legume family, are an following wheat crop when easier. I think this will be as big ifexcellent source of protein, dietary using wheat and pea rotation as not bigger than canola. There are afiber and important vitamins compared with wheat and fallow. few things to iron out but nothingand minerals, and this ongoing that is insurmountable.”research is aimed at improving While there are many reasons whythe nutritional value even more. planting pulses in the fall makes If his enthusiasm is representativeSpeaking of its value in plant- sense, most growers agree thatbased diets, and as healthy food the ultimate success will depend •of growers on the whole, we canin general, Todd Scholz, Vice on how farmers integrate the easily say the sky is the limit.SUMMER FALLOW PLANTED WITH PULSESRebecca McGee from USDA-ARS (left with WashingtonGrower Allen Druffel) and Mike Woods from ProGene thinkthe answer to changing the landscape of the drylands ofEastern Washington is winter pulses. Take Your Pulse Magazine 15

Water Pulses Conservation: Promise More Food, BY E D A N D PAT T Y H A AG Less Water Water is essential for agricultural production. With a finite amount of water available it is up to a new generation to produce more food with less water. Everything building on the three elements; air, land, and water, is dependent on water, including food. Yet, water is in many ways the most fragile of the three resources. While 75% of the earth is covered with water only 0.3 percent of that water is usable by humans. Americans use 355 billion gallons of water a day (2010 USGS data), 80% of which is for agricultural or hydrothermal purposes, and the demand is growing--as our population increases so does our need for water. Because water is a finite commodity it is expected that shortages will increase as time goes on. According to research by the United Nations, two-thirds of the world’s population is projected to face water scarcity by 2025. Already the impact is being felt in many parts of the globe. Africa and other developing areas are suffering from major water shortages which are impacting their agriculture. Shortages are impacting more developed nations as well. Atthe same timewaterresources are atrisk, farming methods including irrigation and crop selection are not always efficient enough to maximize water use, and considerable water loss can occur. This inefficiency, at various levels, is a worldwide problem, one which scientists and growers are struggling to resolve. One aspect being examined is replacing or alternating some existing crops with those that16 Take Your Pulse Magazine

yield the same amount of product with less water. This applies to plants such as pulses that respond well to the seasonal demands of water. Referring to current figures comparing pulses to other food products, Jeff Rumney, Director of Research at the USA Dry Pea and Lentil Council, observes that “It takes 53 gallons of water to create a pound of pulses compared to 60 gallons of water for a pound of corn, and 1,857 gallons of water to produce a pound of beef. When it comes to water usage, it’s obvious pulses win, hands down.” But the advantages of pulses don’t end there. As crops, pulses are dense in protein, groups of essential amino acids used as building blocks in all life forms. For example, pulses produce up to three times as much protein as corn, making them efficient in both water usage and nutrient value. “As food shortages become more critical the demand for protein will only increase. The fact that pulses are major suppliers of protein makes them that much more relevant to water use.” notes Rumney.Illustration by Cody Muir Continued on Page 18 >>> Take Your Pulse Magazine 17

C ONSE RV I NG WAT E R C ON T I N U E D.Pulses provide considerable water crops. Prior to the use of pulses, allowed peas and lentils to be planted instead of leaving fieldssavings in their own right and the system most effectively used fallow.combined with other strategies by wheat growers was wheat By including spring pulses in crop rotations, farmers arethe savings are even greater. This followed by fallow. In laymen’s more effectively able to use the available moisture while gainingapplies in particular to rotation. terms, fallow is farmland that an additional crop. is left unused during a growing Rumney says the impact has been significant, especially inRotation helps increase water season, either as a rotation plan Montana. “For example, according to USDA-NASS statistics, in 1998efficiency by protecting the root or to preserve moisture. Under approximately 69,000 acres of Montana cropland were plantedsystem from soil born diseases. traditional fallow rotations the in spring pulse crops. That area has now expanded by nearlyBy alternating crops the disease fields would remain bare for 1,700 percent. In 2016 Montana producers planted 1,244,000cycle is broken, maintaining the over a year. But there were major acres of field peas, lentils and chickpeas.”integrity of the root system. drawbacks to the fallow system which included prolonged idleOver the past three decades land and major erosion caused bythe challenge for pea and lentil exposed open ground.growers has not been to replace anexisting crop but to come up with With the introduction of chem-an additional crop that exploits fallow, better equipment andacreage currently not in use. improved methods, such as no- till, an opening for more acresThis is a “new” concept which of spring pulses arrived. Thehas been effectively used to make increased moisture availabilitymajor changes in the way we grow from these newer methods WE'RE THIS CLOSE ProGene's Kurt Braunwart says planting pulses in the fall will contribute to more efficient water usage.

Fortunately for the breeder and Since adaptability to productionthe farmer, legumes can naturally and market acceptance needbe altered through science, to develop hand in hand, thebreeding, and restructuring to improved agronomics andopen up another opportunity improved green and yellowinwinter pulses. marketability of the new varieties on the horizon are of greatWhen asked what is one of the importance.most exciting areas of research in Speaking about this process, Kurtpulses, Rumney replies that focus Braunwart, Managing Owner,is on new pulses. “We respond ProGene Plant Research, says “Byto growing patterns to enhance a moving the planting from spring to Ed and Patty Haag are a writing teamplant’s ability to conserve water, fall, the spring precipitation that based out of Spokane, Washington.and some of these new pulses normally would keep the farmer production.”show great promise in that area.” from planting his peas until theThis has heightened interest in ground is dry enough, is used to But this is only part of thewinter pulses where USDA-ARS nurture the winter peas. Because story when it comes to waterhas been working on winter types the peas are planted earlier they conservation. Because water is aof lentils and chickpeas as well mature before the major heat finite resource which is becomingas field peas. Work on improved waves which are responsible for more scarce by the day a majoredible quality winter peas is the most of the transpiration. The net objective of present and futuremost advanced with work in this result of replacing summer fallow researchers in agriculture is tocrop coming from USDA, and with winter peas in the Pacific find ways to increase the amountProGene Plant Research (Othello, Northwest is like the spring of food without increasing theWA). USDA and ProGene have peas replacing summer fallow demand for water. If the pastboth released improved winter in Montana and North Dakota, and present is any indication ofhardy green or yellow peas but the farmers can produce more food the future when it comes to waterbest in quality is yet to come. •with the same amount of water, conservation, pulses will surely thus improving efficiency again.” lead the way.Winter food peas have been ‘It is the beginning of a new Lentil flower illustration byavailable in the form of Austrian revolution, one which will allow us Cody MuirWinter Peas for many years, but to grow additional food throughbecause of anthocyanin in the pulses on more acres”, saysplant and seed and challenging Rumney. “Winter pulses open upagronomics, their access to acres normally left fallow to peamarkets have been limited. Take Your Pulse Magazine 19

Illustration by Cody Muir just finished voting. This is the second-time Washington growers BUILDING A BARN visited this assessment issue. Last year’s referendum passed with aInvesting in a New majority vote of 57% of production,Pulse Industry but the state requires a 60% majority to validate the results, soBY DREX RHOADES, ultimately the referendum failed.USADPLC DIRECTOR OF COMMUNICATIONS The respective crop commission in each state sponsored the ballot.Many producers in the So why should growers consider this magic number of 1.5 percent?pulse crop growing states “The request is 1.5% because producers told us last year thathave some hefty decisions 2% was too big,” said Chair of the Washington Pulse Cropsto make in the near future. Commission Dave Harlow in a letter sent to all assessed growersAnd, admittedly there’s in Washington State. In contrast, Idaho growers voted for a 2%some trepidation involved. increase in 2016, but the Idaho Pea & Lentil Commission felt thatGrowers have many 1.5% was a fair investment, hoping that other pulse commodityinvestments to juggle on commissions would follow suit.a year-to-year basis, and THE INVESTMENT This additional investmentanother investment decision is bound to call for a cost/benefit by the pulse industry will pay for a number of marketing,analysis. The following article attempts to answer most of the branding and research endeavors throughout the next three years,questions growers from Idaho, Montana, North Dakota and with the idea of building on the incredible momentum created byWashington may have when deciding to vote for or against this the International Year of Pulses (IYP).temporary assessment increase.Pulse growers may soon receive Montana growers will be answering a ballot asking a question that this question as they read this,reads something like this, “Shall North Dakota is consideringthe assessment rate be increased asking this question shortly, andfrom 1% to 1.5% for three years, Idaho has already answered thisbeginning July 1, 2017 and ending question. Currently, votes areJune 30, 2020 (Washington and being counted for WashingtonMontana)? pulse crop growers who have20 Take Your Pulse Magazine

In 2016, the UN International Year had decreased. good prices in spite of a 35%of Pulses (IYP), our industry increase in acreage in the Unitedconducted “Increasing demand from food States and a general slump in itthj“’oseIditnGEiaWtmRahhoAEseSioGutsHrFtaiItENosbhnRGarRsidTnotEOteLgvtN1hpo..G”5etRu%erOpsWftaoEaonRrn,dd other ag commodities.our most manufacturerssuccessful making pet “This is an opportunity as pulsedomestic food, snack producers to increase the visibilitymarketing of this healthy product that weeffort ever. food, main grow,” said Montana growerThe North entrees and Grant Zerbe. “How many times inAmerican desserts points to a brightcampaign future in the our career as farmers do we haveexceeded 3.44 billion impressions. pulse industry,” the chance to self-fund our ownNearly 840,000 people are said Montana grower Jon Stoner. advertising?”website users, and more than “My hope for the Montana and57,000 people took the Pulse US pulse industry is continued Part of the answer is a newPledge. In consumer surveys, profitability. I hope to see new marketing campaign inrecognition of the term “pulse” as uses, new products, and new the works thatpeas, lentils, chickpeas or beans varieties developed.” builds from therose from 5% in November 2015 toover 25% in June 2016. Also, 1,190 Perhaps MJMOoi“nNOnMdNStTTuayAOnsNphNtaAEroroRyGap,fRnieisOtdaWfcobUoErRin.lStitht.iynpe.”uuelsde pulse pledgenew food products with pulses this campaignas ingredients were launched incline in held duringthis year compared to only 200 awareness and IYP - thelaunches just ten years ago. A new consumption “Half- CupKelton consumer survey shows both domestically Habit; Just Addthat U.S. consumption has risen, and globally Pulses!” campaign.while the number of respondents explains why pulsesthat claimed “Never Tried Pulses” have seen strong markets with Continued on Page 22 >>>CURRENT PULSE GROWERS COMMITTMENTU.S. Pea & Lentil Trade Assoc. Increased dues for 3-years as of Oct. 2015Idaho Pea & Lentil Growers voted to increase their assessment to 1.5%Commission for 3-years beginning July 2016Washington Pulse Crops Members voting in March to increase assessment toCommission 1.5% for 3-years beginning July 2017North Dakota Dry Pea & Considering advisory poll to increase assessment toLentil Council 1.5% for 3-years beginning July 2018Montana Pulse Advisory Members voting in April to increase assessment toCommittee 1.5% for 3-years beginning July 2017 Take Your Pulse Magazine 21

ASSESSMENT VOTE CONTINUED.HALF-CUP HABIT with nutrition, versatility, and FUNCTIONALITY AND“The Dietary Guidelines of sustainability. Promotions will NUTRITION RESEARCHAmerica call for a ½ cup of puls- give food manufacturers reason The health and nutrition benefitses three times a week for optimal to use the pulse brand and help of dry peas, lentils, chickpeas,health and nutrition benefits,” the industry promote pulses as and beans have been trending thissaid Director of Food Marketing, a category. With over 1200 new year. With over 3.4 billion socialJessie Hunter. Hunter pulse-based products introduced media impressions, these themespoints out that onuoi“rnmtOafwtuKaunhIrtriyMelkuollMiearUnnetUrgSeg,RisAwReetAors!lhiYstIgyif,epnMhw?wvoT”teetoGhiesRnuaetnOrlrdiNtWeenioaErRtlh America in the were hard to miss. However,the previous last year, the industry needs to seek andpulse pledge the timing provide funding for researchcampaign to invest in that substantiates these claims.introduced “Each time a positive researchthe world the new Pulse paper is released, it starts ato puls- Brand couldn’t media frenzy that results in oures, but the be better, says products trending for weeks,” USADPLC CEOHalf Cup Habit takes Tim McGreevy. says Hunter. “Definitive researchpulse product promotion to a “We’re getting a lot further promotes our message,new level, with a goal to increase of interest by food manufacturers and consumers respond. Whendomestic demand to 1.7 million to use the pulse brand on their consumers respond, foodMT (11.5 lbs per person) by 2020. products,” he states. manufacturers respond in kind.”“The idea behind the campaign “GTitRanhhAsciiNssprTeiuhZsaleEssaRaeenBltwEtpohh, repyMeopgTdpvGoruriosRorciOwtdbeuW.rui”nlsEiciRttttyoytohfat These same manufacturersis to promote ‘Just Add Pulses’ to are also demanding betteryour favorite dishes, making information from the pulseit easy to add nutrition and industry on the end-flavor to any meal,” explains use properties of pulseHunter. Cooking ground crops. Better fundedbeef? Just Add Pulses. Making commodities like wheat anda smoothie? Just Add Pulses.Steaming rice? Just Add… you corn have these figures at theget the idea. “Throughout the ready, but pulse crops are lagging next three years, we hope to behind. “We’ve historically beenPULSE BRAND CAMPAIGN have this brand on pulse food a whole-food product,” saysThe new Pulse Brand helps items in every grocery aisle in the Todd Scholz, VP of Research.consumers identify products United States.”with pulses and associate them22 Take Your Pulse Magazine

“Suddenly we’re diving deep into International marketing and consumption to 3 servings a weekthe ingredient market, and the trade support (which is enjoying of (you guessed it) ½ cup. If thatresponse by food manufacturers a record-breaking export year), happens, you’ll sell a majorityhas been phenomenal. They want policy support and Washington DC of your pulse crop you growto know the milling properties of education (think Farm Bill); risk domestically.different pulses, for example, and management support, as well aswe have to have that data ready new varieties promising increased “So far, demand and prices havewhen they need it.” yield and disease resistance, are kept pace, but will that always be all great examples. the case? Time will tell, but as IThe increase will also help write this, India is harvesting a bigfund pulse crop breeding and CONCLUSION crop and currentlyis not importinggenetics, weed, disease and pest Given these arguments, a devil’s any pulses,” said Montana growermanagement research to keep our advocate may ask, “Is there room Kim Murray. “This is not the timegrowers competitive. for improvement?” Before IYP, to get complacent. Our largest U.S. consumers ate less than 8 lbs. potential market is right here inAnd all these additional endeavors of pulses per person, per year (36.5 the USA! If we are not willing toare on top of the pulse industry servings a year). The objectiveefforts that pulse grower’s 1% for all of these endeavors is to •invest in our future, why wouldassessment already supports. lead to an increase in domestic anyone else?”HE'S ALL INMontana's Kim Murray sees theassessment increase as simply aninvestment in the future of the pulseindustry. Take Your Pulse Magazine 23

USA Dry Pea & Lentil Council& American Pulse Association 2780 W Pullman Road Moscow, ID 83843 RAENPONRUTAL CHECK OUT THE EFFORTS OF THE USA DRY PEA & LENTIL COUNCIL AND THE IUnt.eSr.nPautlisoenianldFuosotrdyErxehpirbeistieonntaitnivPeasraist,SFIrAaLnce. AMERICAN PULSE ASSOCIATION ON BEHALF OF2016M2c7oToU8socmcSc0GhbooUmAaWremwiSDionnn.,pAnPge.PIeDLrdgttauoCiPaottlgielahLvmVeelCosatIahSr8tMeneoIleO3trIuRavS8Nerec4Sdnvlhe3.IioOoernyfvNoedinnegvemreoisnawtnmtthdheeinfnotpMrtWfuahPoBaUletrsAhii.ellttUSol.hh:nM.c.eewiSnrepoe.2iwfucopPn:[email protected]•Iauoo.npSp8plcndus.us8huelptsla2sasutFeithneklr•essayseae3..tt.ooso0scprttwr2grrhgoio3onepvrikPPdvuaueollslnulsmeeaaPnle,dge THE PULSE INDUSTRY! VIEW AND DOWNLOAD THE 2015/16 USADPLC ANNUAL REPORT AT HTTP://BIT.LY/2016USADPLC (upper case) (or scan the qr code below)