PARADIGM SHIFTER
Pulses have a lot to offer and their myriad superpowers hold the key to turning consumption trends around. Demonstrating to consumers the striking culinary versatility of pulses – so that they are viewed as delicious and convenient to use on a regular basis – is essential to getting them on more plates worldwide. Currently, many people are not accustomed to regularly eating pulses and include them only in a few limited ways that are often rooted in local or familial tradition. One 2019 study showed the top barrier among non-consumers was “not part of traditional diet/do not think to include beans in meals,” with 57.4% indicating this as a main barrier. Making the unfamiliar familiar is primordial and betting on the diversity both of pulse types and of ways to prepare them will likely reap rewards. Innovation also represents a promising path to make big
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