Environmental footprint advantages seen driving market pull in pulse crops
Pulse crops are no stranger to the conversation on environmental stewardship in agriculture. The enviable land-nurturing advantages of these crops, which fix nitrogen in the soil, makes them the type of sought-after "star" player that can boost any farmer's' game-plan for building a sustainable cropping system.
Increasingly, the payoff of the environmental strengths of pulses comes not only in the benefits they bring on farm but also in the marketplace potential they are creating. Everyone from multinational food companies and restaurant chains to the increasing variety of players in the local food sector all have a growing focus on finding ways to deliver and promote a reduced "environmental footprint."
"The big draw of pulse crops has always been on the health side because of the nutrient and protein rich characteristics of the crops," says Leanne Fischbuch, Executive Director of Alberta Pulse Growers, which represents nearly five thousand pulse growers in the province. "The environmental advantages of growing pulses have almost been a well kept secret, one that has been primarily recognized by farmers who see the benefits first hand. Now, however, we're finding that with all the emphasis on environment at the marketplace level, the advantages are being recognized more broadly and are subsequently driving new opportunities for growth."
The pulse crops industry is recognizing this potential and taking ownership of it, she says. As an example, Pulse Canada, the national organization that involves all provincial pulse groups, has implemented an awareness program, "Measure What Matters," that explores the rising focus on sustainability and how food companies are approaching the challenges and opportunities this brings. It's based on the premise that leading food companies have made sustainability a top priority, and view their farm level agricultural supply chains as the biggest opportunity for improvement.
One clear implication is that pulses are an excellent tool and the pulse crops industry is strengthening ties with companies to help them take advantage. But really it's broader than that, says Fischbuch. This initiative and others at both national and provincial levels also reflects a general emerging philosophy that producers and their industry have much to gain by using all knowledge and options they have to make clear improvements in environmental stewardship.
At the provincial level, Alberta Pulse Growers has played a strong role in organizations, such as the Agri-Environmental Partnership of Alberta (AEPA), that reflect this philosophy. Many pulse producers have also taken advantage of the Environmental Farm Plan (EFP) in the province as a tool that helps them thoroughly and methodically identify opportunities for stewardship improvement.
Fischbuch sees strong parallels in the focus and potential represented by each of these initiatives. In particular she sees them strengthening the means by which the pulse sector and others in agriculture can shift their promotion activities from a "push" to a market "pull" climate.
"As an industry if we can continually make progress in reducing our environmental footprint and demonstrate success to the food companies, they will increasingly take up the role of champion on their own," says Fischbuch. "That turnaround point is well within our reach, and from it, we could really see things take off.
"At a pulse production level, what we're starting to see more of is food companies that are going to say 'I really want pulses as ingredients in my different food products because of this.' Because of their environmental footprint. Because of what they do for the soil and for all of these benefits."
When it comes to stewardship practices, Fischbuch believes producers will need good record keeping practices. They can also benefit from participating in and helping to develop over-arching recognized programs that meet measuring and transparency requirements that are key to tapping the potential.
"That's where a program such as EFP can really play a strong role," she says.
She also believes there is real potential to boost the farmer bottom line. "When you get the big retailers like Walmart promoting sustainability, there is an obvious impact on industry and products that align with that core value. Eventually we'll start to see more and more that these retailers are sourcing their products from producers who subscribe to environmental stewardship practices. As a result, there are clear economic advantages to having programs like EFP in place."
Participating in these programs no doubt takes time and effort but the bottom line is that it's part of good business, she says. "Not a lot of producers look forward to paperwork, but many in our sector and others have the right mindset about it. As a producer, and someone who is leading a business, this is just part of your job. There are higher expectations today on all fronts, but the good news is we are quite capable of meeting them and reaping the benefits."
More information on the Alberta EFP initiative is available at www.albertaefp.com.