Good afternoon. I'm Peter Watts with Pulse Canada, the national association representing the growers, traders, and processors of pulses, that is, peas, beans, lentils, and chickpeas in Canada.
Thank you for inviting Pulse Canada to speak to the committee today. I would be happy to answer any questions you have after my presentation.
It's not an overstatement to say that the ingredient, food processing, and food retailing sectors in Canada, in North America, and in fact globally are undergoing a revolution of remarkable proportions. For many years the global food manufacturing sector relied heavily on tried and true products that often contained high levels of fat, sugar, and salt. These foods have been central to the epidemic of such diet- and lifestyle-related illnesses as obesity, heart disease, and diabetes. Today nearly 10% of Canadians have diabetes or pre-diabetes, and that is true for many countries around the world. In addition to health issues, the environmental “food print” of the food sector has come under scrutiny. Together, health and environmental issues have pushed governments, the health industry, food manufacturers, NGOs, and consumers to look carefully at the foods that are offered to consumers on grocery store shelves and at food production systems.
While governments have responded with important legislation aimed at tackling some of these issues, such as the ban on trans fats, today's consumers want to know exactly what's in their food and how it's made. They read nutrition labels like never before. Even cornstarch that is modified raises eyebrows these days. When they see something they don't like, consumers now have the power, through social media, food bloggers, or online petitions, to force companies to pay attention.
Today's consumers are opting for foods that are healthier, such as those with higher levels of protein and fibre, or products with the absence of something perceived as negative, such as gluten- or GMO-free foods. In addition to all of this, consumers want foods that are deemed sustainable, fair trade, and ethically produced. All of these consumer demands have forced the hands of the food sector to introduce healthier and more sustainable foods, either in the form of new products or reformulated versions of the existing foods.
The challenges for the food sector are many, and eventually these challenges make their way back along the food value chain to the production and primary processing levels. This is where Canada faces some of the biggest challenges and also opportunities. The agrifood sector in Canada has to respond to the wants and needs of its customers, including food companies and consumers, if it wants to stay competitive.
In the pulse industry over the last eight years we have been focused on addressing these opportunities and needs through knowledge creation and knowledge dissemination. Under knowledge creation, we are focused on consumer drivers of nutrition, health, and sustainability, as well as the needs of the food manufacturing sector to better understand processing and utilization techniques and technologies. This type of work has been supported by such initiatives as AAFC's agri-innovation and science cluster programs.
In the area of health, with support from AAFC funding, Canada's pulse industry has been investing in human clinical trials that have shown the benefits of pulse consumption in relation to cholesterol lowering, satiety, and blood sugar control. Pending further research, the industry will move to secure health claims in these areas in Canada as well as in the U.S. and Europe. Official health claims are highly sought after by food companies, so this work is creating value and important market opportunities for pulses.
In the area of processing and utilization, the pulse industry just completed a four-year research program at the Canadian International Grains Institute in Winnipeg, funded collaboratively with AAFC, where researchers looked at how to mill pulses into flours that will be functional in food applications. The addition of pulse flours will help companies boost the nutritional profile of foods and reduce their environmental footprint, paving the way for product labelling claims.
Through another initiative at Pulse Canada, we are leading a consortium of stakeholders in the Canadian agricultural sector that is developing a sustainability calculator tool to allow farmers to measure and quantify their environmental footprint in relation to carbon emissions, energy use, soil quality, and soil-use efficiency.
Once new knowledge has been created, to have value it has to be disseminated to such end users as food companies, retailers, and consumers. For these initiatives, the pulse industry has relied on matching support provided by AAFC under the agri-marketing program and other programs such as agri-flex.
Outreach to the food industry through conferences, symposia, face-to-face meetings, technical journals, and print, web, and social media have allowed the pulse industry to communicate and promote the findings established through our research and development initiatives.
How do we know we're on the right track? We have some good evidence. Today, major food companies, from General Mills and Kraft to Campbell's, President's Choice, PepsiCo, and others, have dedicated teams focused on developing foods with pulse ingredients. If you ask these companies if they've heard of Pulse Canada, my guess is that they will invariably tell you yes.
In summary, Canada's pulse industry has benefited enormously over the years from programs such as AIP, the science clusters, agri-flex, and AMP, all of which have provided support to allow the industry to develop and disseminate knowledge, creating value for the sector, particularly in higher-risk pathfinding areas where producers in the primary processing industry are not comfortable investing, or at least not on their own.
This support is coupled with a world-class research infrastructure in Canada, where scientists are looking at new ways to process Canadian agricultural products that meet the wants and needs of food companies and consumers. With these programs and this infrastructure, Canada has the resources and expertise to be the world's preferred supplier of agrifood products.
Support for R and D through AAFC, including programs such as the AIP, the science clusters, and the agricultural marketing program provide much-needed support for research, innovation, and marketing for Canada's agrifood sector. Governments in Canada should ensure these programs continue to be well funded, as they allow the Canadian agriculture sector to innovate, to adapt new techniques and technologies, and ultimately to be competitive in an increasingly complex and demanding global food marketplace.
Two years ago, Galen Weston called pulses the “food of the future”. At Pulse Canada, we firmly believe this is true, and with the Canadian government as our partner, Canada's pulse industry can move confidently into the future to create value and profitability for our sector.
Thank you.