Pulse Canada has announced they have hired Crave Public Relations to lead strategy and execution throughout 2016 to promote International Year of Pulses (IYP) in Canada with Chef Michael Smith serving as Canada’s IYP ambassador.
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.
Fun Fact: 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.