Creating market opportunities for pulses

Creating market opportunities for pulses http://www.pulsecanada.com/newsmultimedia/downloads 1 Canada Pulse Production (thousand hectares/tonnes) 6...
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Creating market opportunities for pulses http://www.pulsecanada.com/newsmultimedia/downloads

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Canada Pulse Production (thousand hectares/tonnes) 6,000

4,780

5,000

4,000

3,000

2,000

1,000

0 94-95

96-97

98-99

00-01

Tonnes 2

02-03

04-05

Seeded Area

06-07

08-09

10-11

12-13

United States of America 10%

Argentina 3% Others 12%

Australia 6%

Ukraine 2% Turkey 3%

Russian Federation 1%

Canada 36%

Myanmar 10% France 4%

Mexico 1% India 2% Ethiopia 1%

3

China 9%

4

Pinto

Black

Traditional Markets South Asia

Middle East

Growth driver: Population Latin America 5

12,239 tonnes or 18% of all chickpea exports

1,771,545 tonnes or 62% of total pea exports

Pakistan India Bangladesh

Total Pulse Exports to Indian Subcontinent 201,292 tonnes or 29% of all lentil exports

1,985,076 tonnes % of Total Pulse Exports Sri Lanka

6

46%

Total Pulse Exports to Europe 271,830 tonnes

Norway

% of Total Pulse Exports Sweden

6%

Denmark 112,890 tonnes or 10% of total lentil exports

Netherlands U.K.

Germany Belgium

67,954 tonnes or 2% of total pea exports

France

81,234 tonnes or 37% of total bean exports

Italy Greece Spain

Portugal 7

9,811 tonnes or 14% of total chickpea exports

South Korea

Japan

China

Taiwan Total Pulse Exports to Asia 764,496 tonnes % of Total Pulse Exports

18% Peas: 731,610 tonnes or 26% 8

Beans: 20,620 tonnes or 9%

Total Pulse Exports to South America

Venezuela

248,940 tonnes

Colombia

% of Total Pulse Exports

Ecuador

6% Brazil Peru

173,570 tonnes or 15% of total lentil exports

Bolivia Paraguay Chile

3,620 tonnes or 2% of total bean exports

Argentina

Uruguay

69,630 tonnes or 2% of total pea exports

2,096 or 3% of total chickpea exports 9

1,631 tonnes of beans or 1% of total bean exports

Turkey

402,676 tonnes or 35% of total lentil exports

Syria Israel

Iran

Iraq

55,300 tonnes of peas or 2% of total pea exports

Jordan

Saudi Arabia

27,992 tonnes or 40% of total chickpea exports

UAE

Total Pulse Exports to the Middle East Oman Yemen

487,600 tonnes % of Total Pulse Exports 11%

10

Tunisia

Morocco Algeria

Libya Egypt

Total Pulse Exports to North Africa 197,831 tonnes

183,231 tonnes of lentils or 16% of Canada’s total lentil exports

% of Total Pulse Exports 5%

11

5,112 tonnes or roughly 7% of total chickpea exports

Mexico Cuba

Belize Honduras Guatemala

El Salvador

Nicaragua

Costa Rica

Total Pulse Exports to Central America 106,005 tonnes % of Total Pulse Exports 2% 12

40,335 tonnes or 3% of total lentil exports 11,984 tonnes or 6% of total bean exports 53,199 tonnes or 2% of total pea exports

73,662 tonnes or 34% of total bean exports

8,761 tonnes or 13% of all chickpea exports

Pakistan

India 49,837 tonnes or 2% of total pea exports Total Pulse Exports to US 148,103 tonnes % of Total Pulse Exports

3% 13

15,726 tonnes or 1% of all lentil exports

Top Market for Canadian Beans 2007

Others 17%

Dominican Republic 3%

United States 30%

EU 27 39% Japan 7% Angola 4%

Top Market for Canadian Beans - 2011 Others 28%

Mexico 3%

United States 28%

EU 27 31%

Japan 5% Angola 5%

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Top Markets for Canadian Chickpeas- 2007

Others 32%

Jordan 15%

United States 9%

EU 27 31% Algeria 7% Pakistan 6%

Top Markets for Canadian Chickpeas-2011 Turkey 16%

Others 34%

Jordan 14%

Pakistan 10%

15

EU 27 14%

United States 12%

Top Markets for Canadian Lentils -2007 India 19% Others 46%

EU 27 13% Algeria 7% Colombia 7%

Bangladesh 8%

Top Markets for Canadian Lentils - 2011 Turkey 24%

Others 41%

India 9% Algeria 8%

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EU 27 10% United Arab Emirates 8%

Top Markets for Canadian Peas - 2007 Others 20%

Cuba 4%

India 49% Bangladesh 8%

EU 27 7%

China 12%

Top Markets for Canadian Peas - 2011 United States 2% Bangladesh 6%

China 24%

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EU 27 2% Others 9%

India 57%

Challenges  Canadian pulse crops are almost fully dependent

on export markets.  Although Canadian pulse crops are exported to 182 countries, exports are dominated by a few key markets; building diversified demand is vital  Market access is an ongoing priority for the pulse industry to ensure it maintains access to markets • Bilateral free trade agreements • Sanitary / Phytosanitary issues, other non-tariff

barriers 18

Tariffs / Free trade agreements • • • •

Colombia: FTA concluded Morocco: FTA underway India: FTA underway Canada-EU Trade Partnership underway • Japan/TTP/CETA, etc. • Pulse industry is currently renewing bilateral FTA priorities in collaboration with other Canadian agriculture groups 19

New Markets North America

Europe

Growth drivers: Health, Nutrition & Sustainability 20

China

Global demand for food • Global population to rise from 7 billion to 9 billon (30%) by 2050 • Global food output will have to grow by 70% (more urban and affluent) • Protein is a key nutrient - pulses are a sustainable source of protein

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Existing pulse foods

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Pulses as Food Ingredients Nutrition

Health Water

Water

FOOD MANUFACTURING FOOD SERVICE

CONSUMERS

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Sustainability

Nutrition  High Fiber  High Protein

 Nutrient Dense  Low Fat

 Gluten Free  Low Allergenicity 24

Pea Bean Lentil Chickpea Soy (de-fatted) Corn (de-germed) Wheat (de-branned)

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PROTEIN (%)

STARCH (%)

FIBER (%)

FAT (%)

20 – 27

42 – 49

15

1.0 - 1.7

20 – 34

32 – 45

23

0.7 - 2.3

21 – 30

42 – 49

14

1.0 - 1.3

18 – 31

33 – 44

25

4.4 - 6.9

47

38

18

1

6

83

2

1

10 – 15

73

2

2

Complementary Protein Grains

Legumes

(or grain products)

Rich in methionine Low in lysine

Wheat

Pulses

Rich in lysine

Rice

Soy

Low in methionine

Corn

Peanuts

Together legumes & cereals create a complete protein

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Protein Quality Research PDCAAS Lentil (green, whole)

0.63

Pea (yellow, split)

0.64

Black Beans

0.53

Wheat Flour

0.43

Rice Flour

0.50

Lentil: Wheat (25:75)

0.71

Lentil: Rice (20:80)

0.74

Black Bean-Rice (25:75)

0.75

Pea-Wheat (30:70)

0.75

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Dietary Attribute

Effects

Good for

•Fibre •Protein

Satiation

Weight management

•Soluble fibre •Resistant starch

Assists in lowering cholesterol, triglycerides

CVD

•Soluble fibre • Resistant starch Slows glucose absorption • Slowly Digestible Starch

Diabetes, Weight management

Insoluble fibre

Adds bulk to stools, increases colonic transit

Weight management

Plant Protein

Diet lower in saturated fat

CVD

•Low Fat •Nutrient Dense

Diet lower in fat More nutrients per calorie

Weight management, Disease prevention

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Weight management Diabetes 29

Pulses & Sustainability Lower Energy Use Reduce Greenhouse Gas

Emissions Improve Soil Health Increase Water Use Efficiency

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Pulses make their own fertilizer!

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Pulses and Energy Use

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Water Footprint 1,857 Gallons/lb

43 gallons of water to produce one pound of pulses.

Beef

1,857 gallons of water to produce one pound of beef. Pork 756 Gallons/lb

Pulses Chicken

Peanuts 469 Gallons/lb

Source: Arjen Y. Hoekstra and Ashok Chapagain, Globalization of Water, U. of Twente, Waterfootprint.org 33 National Geographic, April 2010

368 Gallons/lb

Soybeans 216 Gallons/lb

43 Gallons/lb

Sustainability Initiatives

Sustainable Food Canada

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New markets for pulses

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Pasta – Get “Great” on Your Plate

100% Durum Semolina Pasta (traditional formulation) Adapted from: Gan et al. 2011. Unpublished results, Agriculture and Agri-Food Canada; U.S. Department of Agriculture, Agricultural Research Service. 2010. USDA National Nutrient Database for Standard Reference. 36

Reformulated: 25% Lentil, 75% Durum  25% lower carbon footprint  100% increase in fibre  25% increase in protein

Pulse Noodles

GOOD SOURCE OF PROTEIN

GOOD SOURCE OF PROTEIN

100% Wheat based Noodle (traditional formulation) 37

Reformulated: 25% Pea, 75% Wheat  160% Increase in fiber  18% Increase in protein  33% Reduction in carbon footprint*

Get Your Menus Pulsing!  Unlimited serving occasions- breakfast, lunch,

dinner, snack breaks, dine-in, take-out  Western and ethnic profile options  Health/nutrition focus  Vegetarian/vegan  Gluten-free alternatives  Sustainability story

What pulses bring to the kitchen - Simplicity of preparation - Holds well during service

- Stores well in inventory - Ease of sourcing products - Perception of cost

Foodservice Manual

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