Greg Cherewyk, Pulse Canada
As the largest market for Canadian peas, China remains a focal point for Pulse Canada’s trade efforts. Following lifting pandemic restrictions, Pulse Canada re-engaged with China through three separate delegations over the past year, reconnecting with key customers and reinforcing Canada’s position as a leading supplier of yellow peas for nearly 30 years.
From July 7th to 9th, Pulse Canada attended the China Pea and Plant-Based Summit, organized by the China Chamber of Commerce for Import and Export of Foodstuffs, Native Produce, and Animal By-Products (CFNA). The event brought together government officials, international industry associations, exporters, importers, key fractionators, and food companies. The focus was on the need to grow demand for the pea and pea protein industry. Critical discussions centered on enhancing industry-to-industry cooperation, leveraging technological innovation and research and development to explore new markets in China for food, feed, and pet food and understanding market demand for healthy and functional foods to boost the recognition of pea products among Chinese consumers.
Pulse Canada Directors and staff participated in the event and related meetings to demonstrate that Pulse Canada and its members remain committed to the 30-year relationship with the Chinese vermicelli and pea protein manufacturing industry and should be considered partners and allies with common goals. The team also brought concrete ideas regarding opportunities for pea protein in food, feed, and pet food applications and positioned Pulse Canada as a partner in developing these market opportunities in China.
Pulse Canada staff delivered keynote speeches that enhanced Canada’s reputation and initiated discussions on trade facilitation, research information sharing, and potential collaborations to increase demand in China’s food, feed, and pet food markets. Pulse Canada also signed a Memorandum of Understanding with the Pea Sub-Council of the CFNA to strengthen cooperation related to market development initiatives in China. Ongoing efforts include working with in-country resources to explore market access for lentils and other pulses and to navigate China’s quarantine registration list.
The China Pea and Plant-Based Summit was a significant event for Pulse Canada to attend, and the meetings held in conjunction with it were critical to achieving broader objectives related to market maintenance and risk mitigation. The Pulse Canada delegation was key in strengthening significant industry to industry ties. Further, our delegation also visited the Tetra Pak Shanghai office to gain insights into the domestic plant-based beverage market and explore joint research and product development opportunities with industry players.
Discussions highlighted the importance of cooperation, technological innovation, and understanding market demand to enhance the recognition of pea products in China. The Ministry of Commerce and key industry players acknowledged Pulse Canada’s efforts. As we move forward, the next steps will focus on strengthening established relationships, promoting technical cooperation, and investigating market opportunities in China.
Geopolitics continues to create unforeseen obstacles in Canada’s trading relationship with China. That is why we must continue to work directly with the Chinese industry to keep business-to-business (B2B) and industry relationships strong and ensure Canada remains competitive and the preferred supplier in the food market. While China continues to be a valued export market, work also continues to ensure growers and industry can capitalize on value-added opportunities here in Canada. Pulse Canada’s goal remains to contribute to pulse grower profitability by building and expanding opportunities in new and existing markets.
