international year of pulses - nstf · international year of pulses author: daria lukie created...
TRANSCRIPT
PULSES
PULSES IN SOUTH AFRICAAn overview of awareness and education
COMMITTEES
• 32 countries
• South Africa – 11 partners and
growing
• Focus on consumer awareness,
government relations,food security
and media relations
PULSES
PULS ES
PULSE FEAST
• 141events in 36 countries
• #PulseFeast trending globally on Twitter
• #LovePulses
• #PulseRecipes
• #IYP2016
• @LovePulses
• 27 May 2016, AGT pulse feast at HQ
Global Pulse Brand
Consumer Campain
Funding Partners
§ILTA
SASuilWAN
Pr rowers
GLENCO. \CIU( LLTUK,\ L ['11.0DLClS
Pulse Canada
C"anadum
( 'Of!'
( e ACOS
ILAGraininc
AWAM CROUPOFCOMPANIESPULSES
EMCOlnwrnational DMCC
Nutrition and Health Based Pr omotions
H e a l t h Sustainability
THE GOAL
• Increase awareness
• Increaseconsumption
• Increaseproduction
• Increase business pulse industry to
create demand domest ical ly and
internat ional ly
THEOPPORTUNITY
Align pulseattributes...
with consumer wants and needs.
• Increase awareness
• Increase consumption of
pulses
Estimated South
African media value
of over R10 million
Ages 8-60
LSM – 1 – 10
Millennial Target 18 - 34
Creating
Awareness
THEMATIC AREAS
Food Security, Nutrit ion
& Innovation
IYP 2016
Init iatives
Market Access &
Stability
Productivity & Environmental
Sustainability
PULSES
CONSUMER WANTS AND NEEDS - PULSE ATTRIBUTES
Health
CONSUMER WANTS AND NEEDS - PULSE ATTRIBUTES
NutritionI
% Cup
Cooked
Protein (g) Fibre (g) Fat (g)
Rice 2 0.3 0.2
Corn 2.5 1.8 1.1
Wheat
Berries
3. 5 4.3 0 . 5
Quinoa 4 2.6 1.8
LENTILS 9 8 0.4
CONSUMER WANTS AND NEEDS-PULSEATTRIBUTES
7000 litres
per 0.5kg
2800 litres per0.5kg PULSES
1700 litres
per 0.5kg
1400 litres
per 0.5kg800 litres
per 0.5kg
160 litres
per 0.5kg
Pulse Brand Categories of Use
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PULSES
PULS ES
PULSES
Building Brand Value & Support
Pulses.org • Recipes, Materials, L
esson plans etc.
, . . . .
Resources
THEIPUlSE I RAHDUSER GUIO£. . . . : . .,..
PULSES
•••
Lesson Plans
Lesson Plans
Banner Ads
Banner Ads
Print Ads
South African Signature Dish - Potjie
South African Signature Dish - Potjie
Local Partners
PULSES
Create a Movement
Pulse Pledge
• 333,219 page views, 86,480 users (56% CDA,41% u.s.)
• 8,491Pledges (87% CDA, 1 1 % U.S.)
The importance of Pulses
• Strengthen the youth perspective• Catch them when they are young• Nurture a sense of belonging• Teach about the environment• Teach about sustainability• Convince the government• Educate our leaders• Multi-cultural
Lesson plan examples
