By: Jessilyn Matthias

In February 2024, two events earned big wins for US Pulses. One was the GulFood event in Dubai UAE, and the other was the GPC in Delhi, India.

GULFOOD IN DUBAI UAE: Gulfood is among the world's largest international food trade shows. It’s also the single largest trade event for buyers and sellers in the major pulse markets of the Middle East, South and Southeast Asia, and Africa.

The total cost of USADPLC’s Gulfood 2024 trade show participation was $55,000 and saw an extraordinary return on investment. For example, US Pulses booths saw an Immediate 25 times return on investment and a 12-month 336 times return on investment. Several elements contributed to this success. First, US Pulses shared booth space with the US Dry Bean Council, allowing both councils a larger presence at Gulfood than either could afford individually. Also

sharing booth space allowed buyers of U.S. dry beans to discover and purchase U.S. chickpeas, lentils, and dry peas. USADPLC’s IMR worked closely with stand builder Oak Overseas to ensure good booth design.

Reports of the Gulfood 2024 event include 61 buyer-seller meetings reported by U.S. trade participants. On-site sales of U.S. pulses were estimated at $1,350,000. 12-month projected sales of U.S. pulses generated by contacts total $18.5 million.

On February 16th, the USA Dry Pea & Lentil Council hosted a breakfast meeting at Taj Palace during the GPC Pulses 24 convention. Members of the U.S. pulse trade had many opportunities to establish relationships with pulse importers, processors, and traders from various parts of India.

The event welcomed a diverse audience, including pulse importers, processors, and traders from various parts of India. Tim McGreevy, CEO of the USA Dry Pea and Lentil Council, extended a warm welcome about being in India, especially following the recent tariff relief announced by the Indian Government. McGreevy also expressed gratitude to the India Pulses and Grains Association for supporting removing tariffs on US Pulses.

GPC EVENT IN DELHI INDIA – The Global Pulse Confederation (GPC) convention occurred in New Delhi, India, from February 14th to 17th, 2024, and was sponsored in part by the USA Dry Pea and Lentil Council. The event was a pivotal gathering for key stakeholders in the pulse industry worldwide. Discussions centered on industry trends, challenges, and opportunities and fostered collaboration and partnerships among participants.

The GPC included Keynote speakers, workshops, networking sessions, and exhibitions that featured valuable insights and fostered connections within the global pulse community. India announced the removal of retaliatory tariffs, presenting a significant business opportunity for U.S. pulse growers and exporters. Indian trade members conveyed excitement about increasing their imports of U.S. pulses after the relaxation of tariffs.

Randy Duckworth, CEO of GPC, greeted the delegates and initiated the proceedings for the first day of the GPC Annual Meeting "Pulses 24," co-hosted by GPC and NAFED. He emphasized the importance of incorporating pulse-based plant nutrition in India and worldwide to combat malnutrition. Furthermore, he underscored the significance of sustainability in pulse cropping as a crucial factor in preserving the global biodiversity equilibrium.

Mr. Bimal Kothari, Chairman of the Indian Pulses and Grains Association, shared his journey in the pulses Industry and spoke about the joint efforts by IPGA and USADPLC in creating awareness about US Pulses through seminars, webinars, and innovation sessions. Other topics included were Precision Agriculture, Digital Analytics, Predictive Analysis, Blockchain, and catalysts for the equitable, sustainable, and consumer-focused pulses industry. CRISPR/CAS9 – Genetics were discussed for better pulse production; the government of India does not consider CRISPR to be a genetically modified product. Bio-fertilizers, bio-stimulants, biocontrol, and bio-seed solutions may contribute to high yield and growth. Plant protein and nutrient-based industries are also growing fast in India.

Robust demand and high prices will continue for the rest of the 23/24 marketing year and maybe even into the 24/25 marketing year for the U.S. Pulse acreage is expected to increase in the coming year in response to the higher prices. Durum and Malt Barely have enjoyed strong markets and gained over green lentils. Biofuel production has also encouraged U.S. farmers to increase the growth of flax, Canola, and soybeans.

Domestic consumption of chickpeas in the USA is increasing. The Sierra variety is still the most demanded in the export market. The domestic markets in the USA are being introduced to new varieties that have higher yields for producers. There are available stocks of Kabuli chickpeas for the export market and growers in the U.S. will probably plant more chickpeas in 24/25 MY.

These efforts have put pulses on the map for nutrition and sustainability. Pulses ranked #7 in the survey’s Top 10 Superfoods for 2024!

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US Pulses Sponsors Two Events in 2024 - The Gulfood Trade Show in Dubai UAE and the Global Pulse Confederation in Delhi, India