BETTER TOGETHER
BY GEOFF GEDDES • PHOTO COURTESY OF CEREALS CANADA
Batman and Robin may be the dynamic duo, but do they have their own line of Cheerios?
Protein Industries Canada is now accepting expressions of interest for a new round of technology projects with a focus on the blending of pulses and cereals. The main goal of this $10 million undertaking is to create the next generation of high-protein, plant-based ingredients and food products.
“This project is driven largely by consumer demand,” said Lisa Campbell, senior director of programs for Protein Industries Canada. “The public is seeking products that are higher in protein and fibre in almost all eating categories.”
With the growing interest in healthy foods among customers, the endeavour is a timely one. “Blending pulse, and pulse ingredients, with wheat is a fantastic way to boost the nutritional content of wheat-based end-products,” said Ellen Pruden, vice-president of communications and value chain relations with Cereals Canada. The merger of these two versatile grains opens the door to a range of food innovations.
“We already have many such products,” said Campbell. “High protein breads from [B.C.-based] Silver Hills are one example, and Farm Girl out of Ontario has some granola cereals that employ the cereal–pulse blend.” Overseas, U.K. bakery giant Warburtons also incorporates cereals and pulses in many of its bread and bakery products. In response to consumer interest, even Cheerios recently announced a protein–pulse line as its latest breakfast cereal offering. Still, many feel the current options are just the tip of the iceberg.
AN APPETITE FOR OPTIONS
“I see a wide variety of snack products coming with the cereal–pulse combination,” said Campbell. “Interest is growing in more high protein breakfast cereals and pastas as well.” While no one can yet put a number on the economic potential of the blended products, the possibilities are intriguing.
“Some studies looking at food consumption habits in North America have shown that as people reduce their consumption of animal-based protein, they actually derive most of their protein intake from cereal-based foods,” said Janelle Carlin, director of quality and processing for Pulse Canada. “In Canada and the U.S., there is a unique opportunity for these blends to deliver high quality, plant-based proteins in products that consumers are already eating.” As projects like this blaze new trails, the cereals value chain also stands to benefit.
“Incorporating pulse ingredients into food product development is still relatively new when you consider the history behind many competing ingredients. As a result, the food industry may not have the knowledge of how best to do that,” said Carlin. “This type of venture can really assist food manufacturers to fast-track product development.”
Such development is key as these products may well strengthen the domestic market for cereal grains and pulses. “Any time we can process these products in Canada, it benefits our producers,” said Carlin. “Having a domestic processing industry supports stable, value-added markets for Canadian pulse crops.”
Though ag stakeholders don’t always see eye to eye, this might be a united-we-stand moment for all concerned. “Ultimately, this funding from Protein Industries Canada values collaboration over competition,” said Pruden. “Wheat and pulses can be used together successfully for the benefit of both crops, as well as for growers, consumers and industries.”
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