Pulse Canada Gets Government Funding

VANCOUVER - Jul 12/11 - SNS -- The Canadian government has approved a $196,000 grant to help Pulse Canada promote Canadian pulses and special crops on trade missions and at international trade shows, and will facilitate an international food media tour of the Canadian pulse industry.

"The funding is instrumental in our efforts to expand and develop new markets for Canadian pulses and special crops," says Gordon Bacon, CEO of Pulse Canada and the CSCA. "For example, in the coming year, this funding will support work to find new uses and demands for Canadian pulses and pulse ingredients in China and the Middle East. This work strengthens the industry’s presence on the world stage, and promotes worldwide demand for Canadian pulses and special crops."

The money will be provided through the $88 million AgriMarketing program, under Growing Forward, which helps industry associations implement long-term international strategies including activities such as international market development, industry-to-industry trade advocacy, and consumer awareness and branding.

In announcing the funding at the CSCA annual convention here, Agriculture Minister Gerry Ritz said the federal and provincial governments have developed Canada Brand strategy to help the Canadian agriculture, agri-food, fish and seafood sector distinguish itself from key competitors in international markets.

Ritz said the Canada Brand encourages buyers overseas to link Canadian products with quality, commitment, trustworthiness and the clean land and water for which Canada is known. Tools and promotional products, including a stylized maple leaf logo, are available to registered Canada Brand members to help them develop marketing strategies and activities adapted to their own circumstances.