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Background and
Objectives:
The Pulse Innovation
Project (PIP) is focused on the development of new markets
and new demand for Canadian beans, peas, lentils and chickpeas within
the North American market place. The PIP, head-quartered at Pulse
Canada, will solicit broad input from the scientific community, the food
industry and pulse grower associations during its three year mandate.
PIP Vision:
PIP will work to ensure that pulses are well recognized by North
American society for their nutritional benefits and by the food industry
for their functional attributes, leading to the establishment of pulses
as an important component of the North American diet as a whole food and
as ingredients in food products.
PIP Goals:
Industry Strategy: PIP will develop an industry strategy
and action plan that will ensure a coordinated and strategic approach to
research, communications and marketing activities for Canada’s pulse
industry over the short and long term.
Human Clinical
Studies: PIP will also select and administer 6 human clinical
studies linking pulse consumption with positive health outcomes. The
studies shall meet Health Canada and U.S. FDA standards to create a
solid foundation of further research and potential to pursue health
claims.
Outcomes:
The PIP has identified
three key, measurable long-term outcomes for Canada’s pulse industry:
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Increased value of
investment in pulse related research addressing industry priorities
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Increased number of
pulse-based, value-added food products
-
Increased frequency of pulse
consumption among North Americans from current levels
PIP Activities Concluded:
-
Research Reviews Leading to Development
of Industry Research Priorities
– Critical
reviews of health literature: Pulses and Diabetes, Cardiovascular
Disease, Cancer:
-
Review
manuscripts to be submitted for publication
-
Evaluate
opportunities for health claims (U.S./Canada)
-
Industry
research priorities to be identified
-
Research Reviews Leading to Development
of Industry Research Priorities
– Reviews
of pulse fraction literature - functionality and applications:
Protein; Starch; Fibre; Phyto-nutrients.
-
Review
manuscripts to be submitted for publication
-
Once
reviews have been complete, a competitive analysis and identification
of market opportunities will be conducted.
-
Industry
research priorities to be identified
-
Determining North American Pulse
Consumption
-
Pulse
product sales in North America (A.C. Nielson)
-
NHANES -
Manuscript on US Pulse Consumption submitted for publication
-
Pulse Canada has engaged the services of a
consultant to carry out an analysis of the recently released Canadian
Community Health Survey, similar to the analysis done in the U.S.
NHANES
-
Website - New Website in Development
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Fact Sheet Development
-
Nutrition
Labeling for Pulse Products
-
Nutritional Composition of Canadian Pulses
-
Pulse
fraction functional properties and applications
PIP Activities Underway:
-
Understanding Pulse Use/Perceptions of Pulses
–
North American Food Processor Interviews (VCRT – MI working group);
Canadian Consumer Survey (PIP).
-
Food Industry Marketing
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Strategy and Action Plan
The PIP
“Strategy
and Action Plan” is under development. The proposed plan will focus
on four strategic areas:
-
Provide Leadership in Research: To
foster pulse-based research linking food industry applications,
nutrition and health, pulse processing and breeding.
-
Engage Food Industry: To engage the
food processing industry’s interest and direction in the potential
to incorporate pulses into food products.
-
Advance Canadian Pulse Industry: To
build capacity within Canada pulse sector to capture innovation and
growth opportunities resulting from growing interest in human health
and nutrition.
-
Transfer Knowledge to Consumer
Information Gatekeepers: To communicate information on pulses and
their role in health and nutrition (disease prevention) to consumer
gate keepers identified as influential in consumer behaviour
including purchasing decisions.
By initiating activities in these four
areas, the pulse industry will enhance the integration of the various
players along the value chain and augment opportunities for innovation
in pulse food commercialization. Research, communications and
marketing activities will be common threads through each of the four
strategic focus areas.
-
Human Clinical Studies
Improving our understanding of the
link between pulses and human health; investigating opportunities for
health claims (U.S./Canada).
For further updates on this project, please check out
Pulse Canada's website at:
http://www.pulsecanada.com/cgi-bin/pulse.pl/innovation.
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