Plant-based protein products are big business. Is catering to the end use market a secret to success for seed producers? Tom Greaves says yes.
Plant-based protein is big business. You’ve probably heard of the Beyond Meat burger, and even if you didn’t realize it, you’ve almost certainly eaten something containing protein extracted from plants, whether it be in a smoothie, energy bar, or another product form the endless line of products available.
An Angus Reid Institute poll shows 70% of Canadians surveyed believe plant-based meats are here to stay. Thirty-nine per cent of Canadians surveyed have tried plant-based meats.
A further 32% of Canadians say they’re willing to reduce their meat consumption.
“That leaves a protein gap that needs to be filled with something,” says Chris Marinangeli, director nutrition for Pulse Canada’s science & regulatory affairs department.
And as the plant-based protein conversation continues on an upward trajectory, so does production of Canadian pulses. Between 2008 and 2018, there was a 500% increase in global new product launches containing pulse ingredients, according to Pulse Canada. Ingredients made from pulses like lentil flour, pea protein or pea fibre are increasingly being used in food products ranging from meat and dairy substitutes to snacks and bakery products that are traditionally based on cereals.
When corn, oat or wheat-based food products are reformulated to incorporate pulse ingredients, they often have a better nutritional profile, with higher levels of protein, fibre and other vitamins and minerals, Marinangeli notes. Incorporating yellow pea flour into products like pasta has been shown to improve the nutritional quality while also reducing the carbon footprint. This is especially important for people who rely heavily on cereal-based foods as a major source of nutrition.
The opportunities for reformulations extend across food categories. Blends of meat and pulses provide an opportunity to economically boost nutrition while decreasing the environmental impact of our plates. Reformulating beef burger patties to include whole cooked lentils results in less calories and fat per serving, reduced costs and almost a 30% reduction in carbon footprint, water footprint and land use footprint.
Now, products like the Beyond Meat burger are further raising the profile of this versatile crop. Pulse Canada’s “25 by 2025” target — which aims to have the pulse industry marshal its resources to create new demand in new use categories for 25% of its productive capacity — is helping to fuel the rise in pulses as an increasingly important food crop. Demand for more pea fractionation is just one example, he notes.
“There doesn’t seem to be an indication this is slowing — I expect in 2020 this will be a trend as well,” he says.
More Protein, Please
Barry Tomiski knows the value of plant protein. As co-CEO of the Winnipeg-based Merit Functional Foods, he is overseeing the construction of the company’s new canola and pea protein-processing facility. It will extract protein to be used in numerous different plant-based protein products around the globe.
“The Prairies are one of the best regions in the world to grow pulses. We have western Canadian growers who produce large quantities — we planted 4.3 million acres of peas in 2019 alone,” he says.
That represents a tremendous amount of fuel for the plant-based protein juggernaut.
“It’s about choice. As we see protein markets rapidly shifting, people are choosing these proteins because of health concerns, commitment to the environment and planet, and some due to concerns over animal welfare.”
Tomiski has seen this firsthand in his own family circle.
“My 86-year-old father who was raised on a farm and a carnivore all his life likes the new plant-based burgers. He is officially now a flexitarian.”
As more Canadians adopt alternative eating habits, the seed industry is watching — and seeing opportunity. Tom Greaves, president of Manitoba’s Pitura Seeds, recently announced his company’s involvement in a Protein Industries Canada-funded project. The project will develop high-quality pea and canola proteins and bring additional opportunities to western Canadian farmers.
The partnership is being led by Merit Functional Foods and also includes The Winning Combination. The three businesses from across the value chain will work together to develop pea and canola proteins for use in high-value food applications such as plant protein-based food and beverage products.
Pitura Seeds’ involvement in the project will be two-fold. First, the company will utilize its new seed cleaning plant to develop a set of cleaning standards to achieve optimal protein and quality levels for canola and peas. Second, Pitura Seeds will source and test varieties to determine which have the best agronomic fit for growers in Western Canada, while meeting the quality needed for this application.
“A lot of the world eats plant-based protein already. There’s a big spot for meat as a whole — my family farm raises it and I love a good beef burger — but plant-based protein products have their place, too. A lot goes into smoothies and as an ingredient base in many other products,” Greaves says.
“Anytime we can add more processing capacity to our Canadian ag market, that’s a good thing. We’re creating another market that’s bringing value add back to Canadian farmers who grow peas and canola.”
