The trend to eat more vegetables is reflected in the sales figures of pulses. Sales of dried beans, peas and lentils have increased by 25 percent since 2014 and are now good for a total turnover of more than 65 million euro. The market has grown due to product innovations, especially in the field of packaging.
The eating habits of the Dutch are also changing driven by the vegetarian and vegan trend.
The United States is a leading supplier of pulses to the Netherlands and Foreign Agricultural Service The Hague actively promotes U.S. pulses, in close cooperation with the U.S. Dry Bean Council and the U.S. Dry Pea and Lentils Council.
As a nutritious, healthy, convenient, sustainable and affordable food product, the value of U.S. pulses are resonating with Dutch consumers.
The United Nations declaration of 2016 as the International Year of Pulses and a publication by the Dutch Health Council recommending increased pulse consumption was also beneficial.