Trending PR Campaigns
USA Pulses 'Half-Cup-a-Day' Awareness Push
USA Pulses and pulse-focused brands have been running a public-awareness push promoting beans, lentils and chickpeas as affordable, healthy and climate-friendly foods—framing a ‘renaissance’ of beans with campaigns, social media ‘beanfluencers,’ club memberships (Rancho Gordo’s Bean Club) and a goal to double U.S. pulse consumption and production by 2030. The activity is aimed at mainstream audiences to shift perception of pulses from cheap staple to trendy, desirable ingredient.
Why it worked: It tied a sweeping consumption target to pocketbook pain and new dietary guidelines, then proved momentum with waitlists, influencers, and quirky clubs.
The lesson: Consider anchoring your pitch to a concrete national target plus a cost-of-living pain point, then show traction via waitlists and user clubs.
Coverage over time
How this story spread across the media
| Publication | Headline | Date |
|---|---|---|
| npr.org | They've got fiber. They're cheap. They're … cool? Behind the 'renaissance' of beans | Monday 18th May, 2026 |