Presentation. Mariët van de Noort MSc.

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1 Presentation Pulses in 20 years from traditional to fashionable Childhood on a farm growing pulses Studied Food Science Wageningen Pulses experience in processing industry at Pelmolen Traditional Pulses Mariët van de Noort MSc. Since 2002 independent Food Scientist for pulses and vegetable protein Sales - Freelance advice development, market, EU Freelance Food Scientist. Specialism Pulses, Vegetable Proteins Protein2Food, Pulse, Consumer product LUPIN in a jar Hey, where is my father?

2 Colorfull job So at my home NO sausages or pig on the plate... But PEAS and BEANS Colorfull person

3 Interests: Art Joachim Beuckelaer, Mariët Alexkitchen van Warmerdam, de scene Noort, 17th century, faba beans

4 Interests: Personal Development and Awareness

5 Interests: Cultures Drenthe 1930 The Netherlands Zanzibar Amsterdam typical Bartje new market not lifestyle praying yoga for My and brown daughter vegan beans food on market Zanzibar

security2050 Pulses for a better health and a healthier world Pulses can (also) feed the world in

6 My mission Food, Art, Personal Awareness and Cultures are important to INCREASE pulses consumption and DECREASE animal consumption for sustainability reasons, health reasons and food security2050 Pulses for a better health and a healthier world Pulses can (also) feed the world in 2050 Pulses Conversion can contribute average in the solution to the world Animal:Vegetable food problem= 1:6

7 Protein efficiency (not feeding animal with pulses but humans) 70% of agricultural surface is used for creating MEAT - direct and indirect animals slaughtered every year 30/40% world grain feed

Pulses in 20 years from traditional to fashionable Before second world war, animal protein luxury, pulses

supermarket 1998 and PULSES supermarket AH nowadays NOW: 40% vegetable, 60% animal, (50% MEAT, 40% DAIRY

Not healthy (dairy and meat products associated with higher disease rates).

Goal of GPA (Green Protein Alliance = association of Leading companies in Holland active with vegetable

8 Pulses in 20 years from traditional to fashionable Before second world war, animal protein luxury, pulses were cheap vegetable protein In the 50/60's protein consumption: 60% vegetable 40% animal PULSES in supermarket 1998 and PULSES supermarket AH nowadays NOW: 40% vegetable, 60% animal, (50% MEAT, 40% DAIRY and 10% FISH) Too much protein and too much animal protein. Not healthy (dairy and meat products associated with higher disease rates). Eating more vegetable protein, more fibres less fat. Goal of GPA (Green Protein Alliance = association of Leading companies in Holland active with vegetable proteins and stimulate transition from animal to vegetable diet) : % vegetable, 40% animal (same as in the 1950 s) Pulses logic, healthy, sustainable replacers for meat Schijf van Vijf advice: 50% protein animal and 50% protein vegetable.

Pulses in 20 years from traditional to fashionable Not easy to get

But I worked on a number of projects to make it MORE EASY Pelmolen

Other applications - Bakery (Faba bean, Lupin) - Meat Applications

(Cookies and tested in Canada with airclassified lupin protein now

9 Pulses in 20 years from traditional to fashionable Not easy to get consumers back to eating pulses. But I worked on a number of projects to make it MORE EASY Pelmolen Story: (1988) 1997 Pulses in soup and small packs Food scientist: - Other applications - Bakery (Faba bean, Lupin) - Meat Applications (isolates imported pea protein from Parrheim/Nutripea) - Health Food (Cookies and tested in Canada with airclassified lupin protein now FRANKFoodProducts) - Brown beans HAK Development Chili Con Carne in a jar - First Meat Replacers Linda McCartney

10 Pulses in 20 years from traditional to fashionable Van Schelven, The Netherlands dry pulses Until 1980 s: import pulses for FEED, for Ethnic groups and export South Europe From 1990 s: growth in pulses for canning and dry retail packs, mainly because of new Eastern European market ( fall of Iron curtain) From 2000: in Western Europe more interest in pulses apart from canning and retail packs. More and more ingredients from pulses for development of new products Chickpeas are fastest growing, lentils and some beans following From 2010: Growth of pulses consumption in Western Europe - Falafel, Hummus, Bread spreads, Snacks

11 Pulses in 20 years from traditional to fashionable 2015: Introduction standing bag with pulses, now 12 different; Healthy & easy READY MEAL growth of 30% 2016 was United Nations Year of the pulses: HAK increased 16% in pulses sales Lentils increased 35%, growth in kidney beans, chickpeas and black beans was also high % HAK market share, same growth in 2017 and % of the STANDING BAG BUYERS is new in eating pulses. They didn t eat pulses before. 20% of the Dutch eat pulses weekly. Compared to the average EUROPEAN, Dutch people eat ONLY 20% pulses. Ready Meals in HAK-bag can contribute to GOAL whole pulses and 50% vegetable protein

Pulses in 20 years from traditional to fashionable HAK-story - Founded

HAK TOP 5 PULSES 2016 1. Brown beans 2. White beans (in tomato sauce) 3.

Lentils Turnover 80 million Euro of which 25 million pulses Bonduelle,

12 Pulses in 20 years from traditional to fashionable HAK-story - Founded in 1925, Vegetables, Potatoes, Jonker Fris 2008, Herman den Blijker 2015 HAK TOP 5 PULSES Brown beans 2. White beans (in tomato sauce) 3. Kidney beans 4. Chickpeas 5. Lentils Turnover 80 million Euro of which 25 million pulses Bonduelle, Coroos and Baltussen are similar companies 'Gezondheidsraad' (Health Council) is advising PULSES in the menu every week

13 NOT A WEEK, WITHOUT BONES IN THE MENU! From HAK. Because beans are real power sources! Full fibres and vitamins and really tasty. For example this kidney beans chili dish The bag is full of healthy Kidney beans, Vegetables, Oregano and Cayenne-peppers. Tasty in a little wrap... Good bag HAK!

14 MFH-Pulses LUPIN in a jar (Ekoplaza, BioPlanet, Marqt en AH) Short chains Local cultivation.

MORE ADDED VALUE in the pulses chain Not every consumer will be eating

Other options: Pulses pasta Then MEAT REPLACERS can be a solution

000 MT yellow peas processing. Promoting fibers and protein.

protein processing France and Canada 120.

15 MORE ADDED VALUE in the pulses chain Not every consumer will be eating whole pulses as protein source. Other options: Pulses pasta Then MEAT REPLACERS can be a solution Extraction protein from PEA: EMSLAND capacity MT yellow peas processing. Promoting fibers and protein. Started 2007 with peas ROQUETTE invested 340 million Euro in pea protein processing France and Canada MT yellow peas By 2020 aiming for MT yellow peas COSUCRA New factory pea protein extraction 40 Million EURO CAPACITY MT. Buying pea fibers and protein NUTRIPEA MT

TEXTURIZING THE EXTRACTED PROTEIN Examples

VEGA slager, (2005 Goodbite 160 MT/month)

BUSINESS Meat Substitutes market by 2020 USD

16 TEXTURIZING THE EXTRACTED PROTEIN Examples in The Netherlands: OJAH/ Vivera, Meatless VEGA slager, (2005 Goodbite 160 MT/month) (advice and delivery Advice raw and materials) delivery raw materials OJAH fibres (turnover 5 million Euro) BOOMING BUSINESS Meat Substitutes market by 2020 USD > 5 billion dollar Tofu, Quorn, Tempeh, Seitan, TVP Turnover 66 million Euro Turnover 20 million Euro. Volume production 1000 MT. Growth % Growth 50%

17 Future discussions and brainstorms Interreg, Lupin project

WHY IS THIS ALL HAPPENING SINCE 20 YEARS? CHANCE and/or CHANGE? 1. Science: Club of Rome 1968: Economic growth and Environmental problems.

1928 women in UK voting Partij van de Dieren (Party of Animals) in The Netherlands, animal wellbeing on agenda. Now most parties care for animal wellbeing 4.

Critical Mass in CHANGE; Claude Minimum Monet, Soleil amount levant of not people on Salon needed de Paris to initiate big changes Age of: - Internet; Information and other

18 WHY IS THIS ALL HAPPENING SINCE 20 YEARS? CHANCE and/or CHANGE? 1. Science: Club of Rome 1968: Economic growth and Environmental problems. Raw material and food need for growing population. Increasing insight 2. Art: initiating something complete NEW 3. Politics: Suffragettes women in UK voting Partij van de Dieren (Party of Animals) in The Netherlands, animal wellbeing on agenda. Now most parties care for animal wellbeing 4. Human Evolution and Experience this summer HOT & COLD 5. Critical Mass in CHANGE; Claude Minimum Monet, Soleil amount levant of not people on Salon needed de Paris to initiate big changes Age of: - Internet; Information and other cultures - Feminin values; share/care/sustain - Awareness Francesco Hayez. Romantism Subjective experience, - more intuition. feelingsenses above Impressionism intellect 19th century. second Reaction half 19th on century. Verlichting' Not only 18th Painting century but were also science Music and Literature. intellect dominates. Beginning of Modernism, experiment and less realistic

WHAT TO DO: THE FORK GO WITH THE FLOW of what's going on in science, politics, marketing, education and markets ---> CHANGE to more sustainability We are besides POLITICIANS, SCIENTISTS, BUSINESS

19 WHAT TO DO: THE FORK GO WITH THE FLOW of what's going on in science, politics, marketing, education and markets ---> CHANGE to more sustainability We are besides POLITICIANS, SCIENTISTS, BUSINESS PEOPLE, MARKETEERS, TEACHER, also CONSUMERS. We have as a consumer a VERY POWERFULL TOOL: As a consumer we influence our direct surroundings in behaviour. So EDUCATE others through OWN BEHAVIOUR! What do we prick? Animal or Vegetable?

20 Thanks for your attention

Johanna Stobbs International Representative of the US Dry Bean Council USA Dry Pea & Lentil Council

With special thanks to: Dr. Girish Ganjyal, School of Food Science, Washington State University and the Northern Crops Institute, Fargo, North Dakota, USA Johanna Stobbs International Representative of