Apr 29, 2026
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Taking Beans to Campus: 11 Universities Spotlight Canadian Beans
This March, during National Nutrition Month, Pulse Canada partnered with 11 universities across the country to bring Canadian beans directly to students.
Apr 29, 2026
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Highlighting Beans for Nutrition Month
This March, during National Nutrition Month, Pulse Canada partnered with 11 universities across the country to bring Canadian beans directly to students—making them more visible, more accessible, and easier to choose as part of everyday meals.
On-campus booths staffed by registered dietitians gave students a chance to learn about the nutritional benefits of beans and how they fit into a balanced diet. Informational displays and take-home materials highlighted beans’ nutrient-dense profile, particularly fibre. Interactive elements helped draw students in and reinforce those messages in a more engaging way.
The activations were designed to connect with students at the point of choice. Many universities already feature bean-based dishes as part of broader commitments to more plant-forward menus. These efforts focused on increasing awareness and understanding—helping drive uptake of those menu options by making beans more familiar, relevant, and easy to choose.
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Growing Domestic Bean Consumption
This initiative is part of Pulse Canada’s broader strategy to increase domestic consumption of Canadian beans. It builds on the ongoing Love Canadian Beans digital campaign, which is working to shift consumer perceptions of beans and understanding of how beans can be used. It also reflects a growing track record of success with Canadian partners. A previous campaign with Ontario grocery chain Longo’s showed that well-executed promotions can drive meaningful results—boosting in-store bean sales to new heights.
By combining national digital messaging with in-person engagement at the point of choice, Pulse Canada is working to build momentum behind Canadian beans—connecting their nutritional benefits with real-world eating habits.
To explore the campaign, visit LoveCanadianBeans.ca.
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Pulse Canada is the national association of growers, traders and processors of Canadian pulses, also known as lentils, dry peas, beans and chickpeas. Pulses are an essential part of a healthy and sustainable diet. Pulses and pulse ingredients can help food manufacturers improve the nutritional and functional quality of food products.
