Pulse Canada s Strategic Plan. Success by Design Success by Design

Transcription

1 Pulse Canada s Strategic Plan Success by Design Success by Design 1

2 Pulse Canada est. 1997

3 Pulse Canada Strategic Objective New markets or uses for 25% of Canadian pulse production (2 million tonnes) by

4 Global news media & social media campaign Total reach: 5 billion 1.1 billion social media impressions across all hashtags 2,500+ news media stories 1 million+ unique visits to pulses.org & pulsepledge.com

5 Researchers, NGOs & policymakers Special issue of NYAS Annals journal Global Pulse Nutrition Database Food as Medicine Initiative Sessions at Experimental Biology, IFT, CNS Pulse Day on the Hill

6 Food industry & foodservice LovePulses Product Showcase Canadian Pulse Ingredient Workshop Series Restaurants Canada Show 2016 Pulse Brand launch & promotion at IFT

7 Measuring success Omnibus surveys & focus groups: Consumer perceptions & awareness of pulses Euromonitor data: Pulse consumption Retail & foodservice pulse sales Mintel Data Pulse product launches New Product Launches Containing Pulse Ingredients in North America 1,400 1,200 1, Snacks (19%) Meals & Meal Centers (19%) Fruit & Vegetables (14%) Pet Food (12%) Savoury Spreads (9%) Bakery (7%) Side Dishes (6%)

8 Key legacies of the Global Campaign 1. Global attention to pulses on an unprecedented scale 2. Industry collaboration and nontraditional partnerships 3. Launching point for 25 by 2025 target

9 India

10 October 1, 2017: Canada singled out India: the fall of 2017 November 8, 2017: 50% duty on peas December 21, 2017: 30% duty on lentils and chickpeas

11 Canadian Exports of Yellow Pea (top 10 markets) 43% tonnes Oct 1. India 915,521 1,145,121 1,200,845 1,205,956 1,169, China 914, , , , , Bangladesh 375, , , , , Cuba 66,000 82,285 65,110 81,000 72, Myanmar ,171 34,629 35, France ,612 16, United States 43,026 92,332 42,489 27,195 37, United Arab Emirates 31,368 69,212 10,511 13,341 6, Pakistan 2,638 40,345 6,227 13,193 10, Colombia 5,707 11,519 3,728 8,419 3,847 Other 68, ,855 61,374 35, ,790 Total 2,422,213 2,812,688 2,400,422 2,514,271 2,963,654 Source: Statistics Canada

12 Canadian Exports of Green Pea (top 10 markets) 33% tonnes Oct 1. China 68,453 36,872 51, ,122 63, India 53,037 77, , , , Colombia 14,476 16,309 16,049 22,546 14, Philippines 9,171 10,987 14,530 20,694 21, United Arab Emirates 8,705 9,358 12,310 9,460 7, Indonesia ,823 8, Brazil 8,846 2,894 2,156 4,646 4, Yemen 8,068 9,818 4,703 5,776 6, Peru 1,498 3,030 2,147 2,540 2, Nepal 1,192 1,425 2,701 3,265 2,800 Other 58,350 49,364 34,232 32,502 30,347 Total 231, , , , ,320 Source: Statistics Canada

13 Canadian Exports of Red Lentils (top 10 markets) 39% tonnes India 410, , , , Turkey 231, , , , Bangladesh 101,254 48, , , United Arab Emirates 57, , , , Pakistan 47,212 71,325 99, , Sri Lanka 60,464 67,367 85, , Egypt 79,995 98,156 79,342 65, United Kingdom 5,828 7,019 7,420 7, Spain 1,855 1,150 2,839 5, United States 3,507 13,720 4,411 4,914 Other 32,037 60,800 56,715 39,792 Total 1,030,875 1,329,897 1,792,483 1,439,569 Source: Statistics Canada

14 Canadian Exports of Green Lentils (top 10 markets) 22% tonnes India 145, , ,257 82, United Arab Emirates 91,562 60,054 72,645 61, Turkey 45,395 37,747 55,518 53, Colombia 54,394 67,084 59,201 46, Algeria 81,606 47,523 91,992 45, Spain 48,044 46,754 33,475 31, Peru 28,442 29,645 33,476 17, Morocco 4,855 6,738 5,688 17, Ecuador 17,885 17,028 18,867 15, Chile 17,531 18,314 17,650 15,846 Other 213, , , ,283 Total 748, , , ,993 Source: Statistics Canada

15 Short-term On Rural The share population agriculture (% of total employment population) is in 48.9 India per was cent reported of the at workforce % in 2016 Agriculture account actions of is the the volatility that apparently principal of The government is taking several source prices benefit steps of of livelihood pulses, consumers a Committee end up to usher for in Second more than on hurting Green 58% Incentivising them because Revolution. of the population Pulses production Production and through availability Minimum of pulses Support decline Price over (MSP) time. and In Related turn, better Agricultural incentives Policies for farmers India lives in the villages. Agriculture sector is the soul of Indian economy and for is needed in for the farmers form of development. higher MSPs (to reflect the true social value of growing pulses compared the people to of other India. crops) combined with effective procurement offers the best way of increasing domestic availability and preventing price spikes. To this end government procurement must be on war footing Food security in pulses must be achieved by boosting domestic productivity and supply Quotes from Indian Government documents Keeping in view the growing costly imports, thin global market and volatile prices, India ought to become self-sufficient in pulses and attain the projected production of 24 million tonnes by 2020.

16 Prime Minister Trudeau Visits India February Trade must benefit both parties Rules based, science driven decisions Key Point: these are India s decisions!

17 Pulse Canada Strategic Objective Born out of opportunity Executed out of necessity New markets or uses for 25% of Canadian pulse production (2 million tonnes) by

18 Over time, an entire category can shift

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20 Cereal category shifts in formulations and marketing -Refined flour to remove fibre and help with digestion -Added sugar to appeal to children -Sports figures Increased focus on whole grain ingredients, protein and fibre, Reducing sugar, artificial flavours, colours Convenience -Characters appealing to children

21 Another major shift in the food landscape: foodservice

22 Reasons for shifts in the food landscape Removal of undesirable components Add positive nutrients, ingredients Address changes in consumer lifestyle and dietary preferences This typically drives major shifts and creation of new categories

23 If 5% of all these products globally contained pea ingredients at typical inclusion rates BAKERY Global Target 180,000 tonnes SNACKS Global Target 100,000 tonnes PROCESSED MEAT Global Target Regions Multiple Regions USA Asia Regions Key Companies Grupo Bimbo Key Companies PepsiCo Key Companies 65,000 tonnes USA Kraft Heinz Tyson Foods =700,000 tonnes NOODLES Global Target MILK ALTERNATIVES Global Target Regions 75,000 tonnes Asia W Europe BISCUITS Global Target Regions Regions 140,000 tonnes USA Asia Key Companies 140,000 tonnes Asia Ting Hsin Nissin Key Companies Hebei Yanguan Zhihui Beverage Key Companies Mondelez

24 Increasing whole lentil, bean, chickpea use in the US and W Europe = 800,000 tonnes Market Category 2015 Utilization* 2025 Target Incremental tonnes Regions Companies Foodservice 212, , ,000 USA W Europe Retail 858,897 1,258, ,000 USA W Europe Aramark Compass TBD Goya Bush Brothers TBD *Source: Euromonitor International

25 If pea and faba bean ingredients were incorporated at typical inclusion rates (10-15%) =500,000 tonnes Feed Market Category Desired global market penetration Global Pulse Use Potential (tonnes) Key Utilization Regions Aquaculture (shrimp) 10% 120,000 China SE Asia Dry pet food 25% 380,000 USA Western Europe China *Source: Euromonitor International

26 25 by 2025 Canadian Pulse Industry Impact Pulse Type Target Utilization (tonnes) average price /tonne* Diversified Market Revenue Peas 1,000,000 $298/t $298,000,000 Lentils 700,000 $680/t $476,000,000 Beans 200,000 $790/t $158,000,000 Chickpeas 50,000 $1005/t $50,250,000 Fababean 50,000 Not available Not available TOTAL 2,000,000 $982,250,000 Based on average prices published in Canada: Outlook for Principal Field Crops, December 18, Agriculture and Agri-Food Canada

27 Beyond Nutrition: Positioning Pulses for their Unique Health AND Sustainability Attributes Applicable to many ingredients: More unique to pulses:

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29 Source: WWF

30 Focus on farming

31 Canadian wheat:

32 Where it s grown MB SK

33 How it s grown 13 % 65% Source: MacWilliam et al. (unpublished)

34 Pasta: Life Cycle Assessment (LCA)

35 Systems Approach Raw Materials Production Food Processing & Formulation

36 Systems Approach Raw Materials Production

37 Systems Approach Food Processing & Formulation

38 Where and how it s grown and what is in the formulation?

39 Enabling consumer choice

40 Canadian Case Study: Reformulation of wheat-based foods with pea flour

41 Reformulation of pasta: improve nutrition Source: Chaudhary et al., unpublished

42 Nutrition Facts Panel: More of what is wanted 100% wheat pasta Pulse/ Wheat Pasta (30% pea)

43 Reformulation of pasta: nutrition and environment Source: Chaudhary et al., unpublished

44 Leveraging the unique health & sustainability attributes of pulses to improve food product quality AND create a Canadian advantage 100% Durum Wheat Pasta Pulse/Wheat PLUS Pasta (30% pea flour) Better Carbohydrate Quality Higher Protein Content Improved Protein Quality Reduced GHG Emissions using pea and wheat flour sourced from a Canadian cropping system Uniquely Canadian Advantage

45 Healthy People-Healthy Planet Pasta 150% Higher fibre 14% Higher protein 48% Lower GHG

46 Partnership The Future of Food Hamburger with 30% Lentil Flour 50% Reduction in fat 50% Increase in fibre 30% Reduction in GHG* *Greenhouse gas emissions Differentiate products in marketplace based on health and environmental profile

47 People and Planet in Dietary Guidance Messages

48 Livsmedelsverket Swedish National Food Agency what you eat isn t just important to your own personal wellbeing; it s important to the environment as well. Livsmedelsverket National Food Agency, Find your way to eat greener, not too much and be active

49 Encourage a shift in the food landscape Policy designed to deliver measureable improvements to health and environment Empower consumers to make informed choices Encourage companies to reformulate Standardized food metrics of quality for nutrition and environment -Environmental metrics that can transition from plant based foods to animal meat/milk foods and plant-animal fusion foods

50 Meeting the Sustainable Development Goals (SDGs) and the Paris Agreement targets to reduce carbon emissions means urgently and fundamentally changing the way we eat and produce food. But key questions remain unanswered and a lack of scientific consensus is slowing down governments, businesses and civil society actors who want to take action: We don t have a scientific consensus to define what is a healthy diet for all humans. We don t have a comprehensive review of how food production must change to be sustainable. We don t have clear, science-based guidelines telling all actors how we can provide humans with healthy diets from a sustainable food system.

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52 Transportation Strategy Enabling legislative environment Constant oversight on system performance EVIDENCE Greater predictability Greater reliability Greater competitiveness

53 Transportation Strategy As the pulse and special crop sector faces increasing market volatility and exposure to trade risks / vulnerabilities, rail transportation must provide a competitive advantage, not a detriment to Canadian competitiveness and the ability to access new markets.

54 Transportation Strategy Supply Chain Transparency Legislative and Regulatory environment Maintain and enhance the Ag Transport Coalition measurement program Engagement in new data regulations and government data initiatives. Analyze and provide industry tools and information for pro-competitive measures introduced in Bill C-49. Analyze and comment on the impact of the removal of containerized grain from the MRE. Development of Service Level Agreement tools and templates to account for reciprocal penalties.

55 Market Access Strategy Market disruptions that arise are addressed swiftly with customized approaches to specific challenges. Market access issues are identified in advance and strategies are employed to reduce and/or limit their impact on trade in the medium to long term.

56 Market Access - Strategic Approach Reactive issues that arise Proactive identify, quantify, mitigate risks Anticipate, mitigate and respond to access issues; create teams of exporters and growers on country-specific access issues. Examples: misuse of plant quarantine science; imposition of tariffs with no notice. Market-specific plans are maintained and tactics adjusted for changing conditions; detailed trade input is created and shared with government. Address growing concern of misaligned / unworkable trade policies on use of crop protection products in agriculture. Specific vulnerabilities are detected through data and analysis; corrective actions taken Data and metrics establish leadership position and influence direction of newlyminted international grower and trade coalitions 2% United 4% 9% States Taiwan 13% EU 23% 47% 2,907 global maximum residue limit trade non compliances Canada Japan Australia Hong Kong

57 Market Access 1. Collaborative approach on LLP, RSS and Codex reform 2. Collaborative approach on access to new crop protection products. 3. Market-specific action on Non Tariff Trade Barriers 4. Access for pulse ingredients, pulse food/feeds 57

58 The End