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Discover How Pulses Can Help You Live Beyond 100! DAN BUETTNER’S BLUE ZONES Page 5 TAKEYOURPULSE P2

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Discover How Pulses Can Help You Live Beyond 100! DAN BUETTNER’S BLUE ZONES Page 5 TAKEYOURPULSE P2 VOL 5, ISSUE 2 FALL 2016 Discover how pulses can help you live beyond 100! DAN BUETTNER’S BLUE ZONES Page 5 TAKEYOURPULSE P2 THE MAN IN THE ARENA thoughts from the CEO “It is not the critic who counts; not the man who points out how the strong man stumbles, or where the doer of deeds could have done them better. The credit belongs to the man who is actually in the arena, whose face is marred by dust and sweat and blood; who strives valiantly; who errs, who comes short again and again, because there is no effort without error and shortcoming; but who does actually strive to do the deeds; who knows great enthusiasms, the great devotions; who spends himself in a worthy cause; who at the best knows in the end the triumph of high achievement, and who at the worst, if he fails, at least fails while daring greatly.… —Theodore Roosevelt, 26th President of the United States (1901-1909)” in every category. Going into this While a minor setback, the failure to campaign, we set a goal of reaching pass the referendum isn’t the end of the Tim D. McGreevy, CEO 500 million consumer page views road for the Pulse Movement. through our media outreach initiative. believe Theodore Roosevelt toAT THE END OF SUMMER 2016 Growers in the state of Idaho also be one of the greatest Presidents WE REACHED WELL OVER voted in favor of the assessment Iin our nation’s history. He was a 2 BILLION CONSUMER PAGE increase. The Idaho Pea and Lentil man of action. He built the Panama VIEWS. In November 2015 we Commission decided in May 2016 to Canal against all the odds. He was a conducted a consumer research poll take a leadership role and increase their champion of conserving some of this that showed that only 6% of consumers assessment from 1% to 1.5% in FY country’s greatest natural resources. He associated the term “Pulse” to dry peas, 16/17. They challenged the producers felt connected to the people of the land, beans, lentils, and chickpeas. We did in the states of Washington, Montana and he loved his ranch in the Badlands a follow-up consumer research study and North Dakota to increase their of the Dakota’s. He wasn’t afraid to in June 2016 which showed that 26% assessments to support funding for get his hands dirty and to put his of U.S. consumers associated the the marketing efforts needed to move considerable energy behind the causes term “Pulse” with our crops. If you this growing production and the key he believed. My favorite quote is “The Google the term “Pulses” the number research projects needed to grow the Man in the Arena” from a speech he one website that comes up is www. industry. gave at the University of Sorbonne in pulsepledge.com. That’s our website, Paris, France on April 23, 1910 (above folks. In June 2016 the Washington Pulse right). Crops Commission voted to hold In March, the Washington Pulse another grower referendum this winter The farmers, processors, and exporters Crops Commission held a referendum to match the state of Idaho’s 1.5% who make up this organization are to raise their assessment from 1% to assessment for three years. Montana “in the arena” working to grow this 2% for a three-year period to support and North Dakota growers will meet industry. If there was ever a time in our the International Year of Pulses (IYP) after harvest to consider an assessment industry to “dare greatly,” that time is Activities, the North American Brand increase to 1.5% for three years. the present. Campaign, and a research legacy. Though a clear majority of producers U.S. farmers responded to strong pulse We launched the North American voted in favor of this increase, the vote prices by planting a record 2.5 million Pulse Marketing Campaign on fell just short of the 60% super majority acres of dry peas, lentils, and chickpeas January 1, and the results have required by the state of Washington in 2016. When the harvest dust clears, exceeded our goals and expectations to implement the assessment increase. we could have an additional 600,000 TAKEYOURPULSE P3 STAFF CONTACTS USA Dry Pea & Lentil Council metric tons of pulses to move after this harvest. We have Chief Executive Officer Office & Audit Manager started a movement. Demand and prices for our crops are Tim McGreevy Mike Shelton strong. [email protected] [email protected] Vice President of Marketing Director of Membership Our challenge as an industry is to keep the pulse movement Pete Klaiber Services growing and the demand for our product increasing. To [email protected] Kim Monk accomplish this goal, we will have to follow the advice of [email protected] Theodore Roosevelt and “dare greatly.” Our mission is to Vice President of Research build a pulse movement that will increase demand for years & Membership Services Director of Communications to come. Todd Scholz Drex Rhoades [email protected] [email protected] Director of Domestic Asst. Marketing MGR Sincerely, Marketing Tayebeh Soltani Jessie Hunter [email protected] [email protected] Executive Assistant Director of Research Sarah White Jeff Rumney [email protected] [email protected] Tim D. McGreevy, CEO EXEC BOARD OFFICERS USA Dry Pea & Lentil Council Chair Vice Chair Pat Smith, ID Beau Anderson, ND Secretary/Treasurer Andrew Fontaine, WA CONTACT INFORMATION USA Dry Pea & Lentil Council Industry Website 2780 W Pullman Road www.usapulses.org Moscow, ID 83843 Phone: 208.882.3023 Cosumer Website Fax: 208.882.6406 www.cookingwithpulses.org Magazine Design and Illustrations by Cody Muir CONTENTS P4 PAGE 02: Thoughts From the CEO PAGE 05: Pulses and the Blue Zones PAGE 09: Minestrone Soup Recipe PAGE 10: Pulse Marketing Campaign Update PAGE 12: The Pulse Brand PAGE 14: Powered By Pulses PAGE 16: Uproot Kitchen PAGE 18: Soil and Inputs, the Pulse Connection PAGE 20: Eat More Pulses, For the Health of It PULSES & THE BLUE ZONES an Buettner is a journalist, New York Times best selling author, motivational speaker, National Geographic Fellow and founder of the Blue Zones Project. The Blue DZones Project is a movement of sorts, a commu- nity improvement initiative that owes its genesis to a National Geographic sponsored study examining geographic anomalies in the world, circled on the world map in blue, indicating where the greatest concentrations of centenarians exist. First published in 2005, the premise of the article, “The Secrets of Living Longer,” which led to a series of best-selling books, was to identify the common elements in these 100-year plus seniors’ lives, with the ultimate plan to build a blueprint for living longer, better lives. Part of this design are “pulses” - you know, dry peas, lentils, chickpeas, and beans - the newest, ancient superfood. This revelation prompted Director of Communications, Drex Rhoades and Director of Domestic Marketing, Jessie Hunter of the USA Dry Pea & Lentil Council and the American Pulse Association to interview Mr. Buettner about the role pulses play in the Blue Zones blueprint for living better and longer lives. >>> Article by Drex Rhoades Blue Zones cover and title page design/illustrations by Cody Muir TAKEYOURPULSE P6 TYP: Dan, can you tell us about the Blue from improved roads and sidewalks to Zone’s Community Project? transportation, home design, green and public spaces as well as changes in diet. BUETTNER: These interventions are designed to After spending ten years discovering foster sustainable change, addressing and studying places around the world the environment as well as the individual. where people live the longest, I came There are 70-80 interventions in all. up with two sets of learning. The first set is the nine common denominators BUETTNER: that you see every place. We call it the Our biggest successes to date are Power 9® (graphic on page 7). the big cities of California, Redondo Beach, Hermosa Beach, and And out of that comes food Manhattan Beach, about 125,000 guidelines, which of course include adults, just south of LAX. And in the five years that we’ve been there, our beans, but a few other plant based work has created a 17 percent drop in Blue Zones’ Dan Buettner foods. And the other big learning can BMI (Body Mass Index), about a 50 be summed up by saying that if you percent reduction in childhood obesity, want to get people to change their and about 30 percent drop in smoking. In Beuttner’s travels, he identified health behaviors, don’t try to change and visited five global regions that their behavior as such, modify their And we have about 100 restaurants had the highest proportion of people environment instead. that are Blue Zone’s approved. That that have reached the age of 100 and means they’ve incorporated foods like live full, productive lives. These areas And so the Blue Zones Project is bean dishes instead of meat dishes. So are in the mountainous highlands to change people’s health behaviors that there’s at least an option to get the of Sardinia; an island in Greece; the by changing their environment. plant-based food, rather than having Nicoya Peninsula in Costa Rica; And our guide for changing those everything on their menu be a meaty and Okinawa, Japan. The U.S. is environments flow right from that offering. represented as well in a Seventh Power Nine Pyramid. Buettner’s philosophy is that you Day Adventist community in Loma don’t try to change the individual’s Linda, California who live ten years The Blue Zones Project is an extension of that initial study.
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