Client News – February 18, 2016

Pulse Canada appoints Crave PR

Pulse Canada has appointed Crave Public Relations as agency of record for the Canadian launch of International Year of Pulses

Burlington, ON, February 18, 2016 ­– Pulse Canada (pulsecanada.com) has hired Crave Public Relations (cravepr.com) to lead strategy and execution throughout 2016 to promote International Year of Pulses (beans, peas, chickpeas and lentils) in Canada with Chef Michael Smith serving as Canada’s IYP ambassador. Canada is the world’s largest producer and exporter of dry peas and lentils and a major supplier of pulses to over 150 countries around the world.

The United Nations declared 2016 the International Year of Pulses (IYP) to celebrate pulses’ contribution to health, nutrition and environmental sustainability and to demonstrate the contribution pulses can make toward global food security and helping the UN implement its 2030 Agenda for Sustainable Development, which aims to eliminate global poverty and hunger.

IYP2016 activities in Canada kicked off with Pulse Feast on January 6th, where Canadians were invited to take a pledge to eat pulses at least once a week for ten weeks. Since then, IYP has received major national media attention and has been called as one of the top food trends for 2016.

“Crave PR was hired for their ability to tell a compelling story that resonates with media, for their proven track record in food PR, and for their relationships with media, bloggers, dietitians, culinary influencers and tastemakers,” said Courtney Hirota, Director, Strategic Communications, Pulse Canada.

“Pulses are a symbol of everything that Crave Public Relations represents: The role food plays not only in pleasing our palates and nourishing our bodies, but also in making a difference in the world, “ said Saskia Brussaard, President & Founder, Crave PR. “Pulses are a remarkable success story, and we are proud to tell Canadians about the many benefits of eating pulses.”

Crave PR received the top award for Media Relations in 2014 and 2015 by the Canadian Agri-Marketing Association (CAMA) for its work with the Saskatchewan Pulse Growers (Canadian Lentils), a client since 2012.

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