Strategic Plan

Who We Are:

Pulse Canada is the national association representing growers, traders and processors of Canadian pulses (dry peas, beans, lentils, faba beans and chickpeas).

OUR VISION

Canadian pulses are the preferred choice.

OUR MISSION

To lead a profitable and sustainable Canadian pulse industry through innovation, efficiencies, and increased value.

Pulses pave the way to a healthier and more sustainable future with solutions for every link in the value chain.

Add pulses for an…

IMPACTFUL

Rotation

IMPACTFUL

Feed Ration

IMPACTFUL

Food Product

IMPACTFUL

Diet

Our Strategic Pillars

Pulse Canada is creating the future our members expect by…

Pulse Canada creates demand for Canadian pulses that comes from a diversified, durable, and growing marketplace.

WE WILL SUCCEED THROUGH WORK THAT WILL:
- increase value-added processing in Canada
- encourage demand and consumption in stable markets with high growth potential
OUR INDICATORS OF SUCCESS WILL BE:
- more tonnes of Canadian pulses are processed in Canada
- more tonnes of Canadian pulses and pulse ingredients are consumed at home and exported to new markets and to new end use categories
Pulse Canada creates value for Canadian farmers and trade by capitalizing on government, food and feed industries, and consumer interest in climate change solutions.

WE WILL SUCCEED THROUGH WORK THAT WILL:
- Quantify the sustainability attributes of pulses.
- Help the industry capture financial value assigned to sustainability attributes.
- Encourage government policy that enables the profitability and growth of the pulse industry.
OUR INDICATORS OF SUCCESS WILL BE:
- Pulse specific data that allows the industry to measure what matters for sustainability.
- Specific tools, pathways and markets that exist for farmers and trade to benefit from sustainable pulse production.
- Environmental legislation, regulation and policy directed at agriculture is positive to the pulse industry.
Pulse Canada creates trade opportunities and ensures free and unfettered access to markets for Canadian pulses.

WE WILL SUCCEED THROUGH WORK THAT WILL:
- Achieve parity with other pulse exporting countries and create opportunities for Canadian pulses to enjoy a competitive advantage.
- Proactively prevent market access barriers from arising.
- Reactively resolve market access barriers quickly – minimizing the impact on the Canadian pulse industry.
OUR INDICATORS OF SUCCESS WILL BE:
- Canada’s pulse sector priorities are reflected in Canada’s trade agenda, including free trade agreements, WTO modernization and trade facilitation/development initiatives.
- Key export markets adhere to predictable and transparent trade policies and avoid measures that impede trade for Canadian pulses.
- Early identification and response efforts help detect and avoid market access issues.
- Access issues that do arise are resolved prior to materially impacting the commercial activity of Canadian pulse industry stakeholders.
Pulse Canada promotes supply chain performance that meets the needs of pulse growers and trade in every grain week of the year.

WE WILL SUCCEED THROUGH WORK THAT WILL:
- Ensure the performance of critical supply chain service providers, with an emphasis on Canadian railways, is visible to all.
- Ensure that regulators and legislative and regulatory frameworks encourage consistent, reliable and cost-effective service from supply chain service providers.
- Encourage best practices and improved interactions amongst supply chain stakeholders that move pulses from origin to destination.
OUR INDICATORS OF SUCCESS WILL BE:
- A permanent, national transportation measurement and monitoring system that meets the needs of the Canadian pulse industry is in place.
- Legislation, regulations and transportation policies reflect the needs of the Canadian pulse industry.
- Data reveals that rail freight service meets the needs of Canadian pulse industry in terms of capacity and service provided.
- Containers supply chains provide the Canadian pulse industry with consistent, reliable and competitive access to sufficient containers to meet its needs.
- Transportation infrastructure provides resiliency that supports the Canadian pulse industry.
Pulse Canada ensures Canadian pulse growers have access to the new technologies and crop protection tools they need and ensures that there are no market barriers to the use of those products.

WE WILL SUCCEED THROUGH WORK THAT WILL:
- Ensure the Canadian legislative and regulatory environment doesn’t serve as a barrier to important crop protection technologies.
- Maximize pulse growers’ access to new and innovative crop protection products and retain access to critical tools in place today.
- Ensure the registered use of crop protection technology does not impede trade as a result of MRL non-compliance or market acceptance of technology (plant breeding innovation, crop protection products).
- Ensure all pulse markets utilize risk-based criteria in the establishment of import tolerances.
- Guarantee the pulse industry has a strong understanding of the presence and fate of crop protection product residues on raw and processed pulse ingredients and that risk mitigation strategies are implemented.
- Ensure the digitization of the pulse supply chain, including on-farm input data, provides new market opportunities and financial benefits to pulse growers and suppliers.
OUR INDICATORS OF SUCCESS WILL BE:
- New legislation and regulations are favourable to Canada’s pulse industry.
- Zero MRL non-compliance or market acceptance issues related to technology (plant breeding innovation, crop protection products).
- Canada’s key pulse export markets utilize risk-based criteria.
- A measurable increase in understanding among Members of the importance of proper use of crop protection products and continued use of risk mitigation strategies to avoid the impact these products may have on raw and processed pulse ingredients.
- Non-science based decision-making does not prevent new products from entering the Canadian market.
Pulse Canada provides unquestionable value to its Members by advocating for and advancing the collective priorities of Canada’s pulse industry.

WE WILL SUCCEED THROUGH WORK THAT WILL:
- Create impactful and engaging content for Pulse Canada membership and broader audiences.
- Position Pulse Canada as active advocates on important issues to our industry.
- Give a greater understanding to Members of the work that Pulse Canada undertakes.
- Provide greater insight into what form of communication works best for Members.
- Keep Pulse Canada involved in the conversations and issues that matter most to Members.
OUR INDICATORS OF SUCCESS WILL BE:
- A quantifiable increase in awareness of Pulse Canada’s work among farmers, processors, exporters, and end users.
- A measurable increase in quality and quantity of content and information for Pulse Canada’s Member organizations.
- A demonstrated understanding of each Pulse Canada Members’ needs.
- A recognition within the broader space of industry associations as a leader in effective, creative communications.

Our Ideal Future

Demand for Canadian pulses comes from a diversified marketplace, is durable and grows each year as the world recognizes them as a solution provider for human health and the health of the planet.

Canada’s pulse crop processing capacity expands annually to meet the demand for nutritious and sustainable ingredients that perform in a wide range of food and feed applications.

Markets for Canadian pulses at home and around the world are free of barriers.

Supply chains that the Canadian pulse industry relies on to service its customers are fluid, consistent and reliable.

Canadian pulse growers and pulse production are key to achieving Canada’s emissions reduction targets; playing a critical role in the ‘greening’ of agriculture food and feed production systems, of processed food and of global diets.

IMPACTFULPULSE CANADA’S STRATEGIC PLAN

Who We Are:

OUR VISION

OUR MISSION

Pulses pave the way to a healthier and more sustainable future with solutions for every link in the value chain.

Our Strategic Pillars

Growing and diversifying the market for Canadian pulses

WE WILL SUCCEED THROUGH WORK THAT WILL:

OUR INDICATORS OF SUCCESS WILL BE:

Positioning Canadian pulses as a sustainability solution provider

WE WILL SUCCEED THROUGH WORK THAT WILL:

OUR INDICATORS OF SUCCESS WILL BE:

Enhancing trade opportunities and eliminating barriers

WE WILL SUCCEED THROUGH WORK THAT WILL:

OUR INDICATORS OF SUCCESS WILL BE:

Ensuring that Canadian supply chains are predictable, reliable and resilient

WE WILL SUCCEED THROUGH WORK THAT WILL:

OUR INDICATORS OF SUCCESS WILL BE:

Improving access to new technologies and crop protection products while maintaining access to markets

WE WILL SUCCEED THROUGH WORK THAT WILL:

OUR INDICATORS OF SUCCESS WILL BE:

Increasing Member engagement

WE WILL SUCCEED THROUGH WORK THAT WILL:

OUR INDICATORS OF SUCCESS WILL BE:

Our Ideal Future