CHICAGO — “I believe we are at the beginning of a pulse revolution in the food industry,” said Tim McGreevy, chief executive officer of the American Pulse Association, Moscow, Idaho. Mr. McGreevy and other representatives of the Global Pulse Confederation unveiled the Pulse Brand and “Made with Pulses” seal at the Institute of Food Technologists’ annual meeting and food exposition, held July 16-19 in Chicago.
Pulses, the edible seeds of legumes, including dry peas, beans, lentils and chickpeas, boast a host of nutritional and sustainable benefits. Pulses are considered a good source of protein, and excellent source of fiber, high in antioxidants, and rich in iron, potassium and folate. Pulse crops enrich the soil where they grow, reducing the need for chemical fertilizers, require little or no irrigation, and have a low carbon footprint. They also can grow in harsh environments, including droughts and frost.
Dubbed “the world’s most versatile superfood,” pulses may be used in a wide variety of applications, including meat and egg alternatives, gluten-free flour blends, pasta and extruded snacks and cereal products.
The Made with Pulses seal is similar to other popular certifications, such as the Whole Grain Stamp and Gluten-Free Certified logo. Packaged products containing pulses in the top five ingredients by weight and a minimum of 5% of the final formulation may apply to use the Made with Pulses seal. The first products brandishing the seal will begin appearing on shelves by the end of the year.
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| Tim McGreevy, c.e.o. of the American Pulse Association |
The launch of the brand and seal aligns with the United Nations’ declaration of 2016 as the International Year of Pulses. In the past few years, the industry has seen a groundswell of food companies using pulses in product formulation, Mr. McGreevy said.
“I believe pulses are the future of food,” he said.
The Global Pulse Confederation, a not-for-profit organization headquartered in Dubai, represents all sectors of the global pulse industry value chain with membership including 18 national associations and more than 600 private sector members in more than 55 countries.
