Pulse production is a predominate industry in the Upper Midwest. Over the last decade, the region has seen a steady rise in the acreage dedicated to pulse and cover crops. Growing alongside the industry is Pulse USA, located in Bismarck, North Dakota. Since inception in the early 2000s, Pulse USA has been the single-source for seed and support, supplying customers with the best quality cover crop seed and seed mixes, forage seed and blends, green and yellow field peas, lentils and wheat, all with a focus on building close customer relationships.
“The industry is booming right now with lower commodity prices in core crops such as corn, beans and wheat,” explains Byron Lannoye, general manager of Pulse USA’s day-to-day operations. “This has prompted producers to transition to pulse crops, which show signs of higher returns.”
Customer service and education
As more producers convert to cover and pulse crops, Pulse USA is there to guide them every step of the way. From purchasing a crop to finding a grower or getting production tips, Pulse USA’s progressive view focuses on building a close customer relationship through excellent service and support. The company's motto, "The customer is the company," reflects Pulse USA’s personalized approach as a one-stop seed shop.
“Education and expertise are both part of the foundation of our company,” says Emily Paul, sales representative and marketing director of Pulse USA. “Each year we work very closely with breeders and researchers to educate ourselves and select the highest quality lines of seed. All throughout the year we attend seminars, workshops, field tours and research tours to further educate ourselves in this ever-growing industry.”
Pulse USA uses this knowledge to better serve its customers. “We have a very close working relationship with every single one of our customers,” adds Paul.
Product lines and territories
Pulse USA is proud to work with trusted, branded products such as Wolf River, Limagrain Cereal Seeds, Alforex Seeds, Gayland Ward Seed and Clearfield. The company also provides seed treatments and inoculants for all of its customers’ seed needs and distributes a full line of Monsanto BioAg, BASF, Verdesian, Visjon, LT Biosyn, Lallemand and Heads Up products.
In terms of product lines, Pulse USA markets several varieties of green field pea, yellow field pea, Clearfield lentil, Limagrain Cereal Seeds hard red spring wheat and exclusive hard red spring wheat. “We also distribute a full line of cover crop and forage seeds, as well as seed inoculants,” notes Paul. “We offer seed blending on our entire seed selection, premier blends, and any custom blend that a producer may desire.”
Pulse USA offers delivery services, working with several freight companies to ship product all across the United States. “We cover a very large geographical area,” details Lannoye. “We have shipped product to every state in the country and our sales representatives actively travel through three states.”
The company also has seed growers across eight states: North Dakota, South Dakota, Nebraska, Kansas, Montana, Minnesota, Pennsylvania and Iowa. “We have veteran seed growers producing seed for us,” says Lannoye.
Pulse USA works directly with plant breeders and related companies around the world to supply the best seed genetics on the marketplace. “We are a grower-owned company and the principal owners have been working together to promote the pulse industry for more than 20 years,” says Lannoye.
The company is continually releasing new seed genetics. “We recently have added on Dairyland Seed to our portfolio, and we will be offering new lines of their soybeans, corn and alfalfa to our seed offering,” notes Lannoye. “We have also been working with Limagrain Cereal Seeds the past few years helping to introduce their new lines of hard red spring wheat.”
With the pulse industry rapidly advancing, the pressure is on to meet demand. Spring 2015 marked a serious expansion for Pulse USA. “Beginning April 1, 2015, we have moved into a new facility and the efficiency of the new facility has allowed us more freedom to expand and increase our custom blending services,” says Lannoye.
Even through record growth and recent expansion, Lannoye says Pulse USA remains a very tightly knit team. “We work very closely together to get the job done right, each and every time,” he says. “The employees at Pulse USA are like family to me, and I sincerely care about each and every one of them. Our team has core values that we all follow: honesty, respect and integrity are all key values to our success.”
The company looks forward to further expansion and Lannoye says Pulse USA will continue to strengthen relationships with leading genetic seed suppliers and its customers. As a diversified, one-stop seed distributor, Pulse USA is keeping pace with the rapidly expanding market with new products, increased capacity and close customer and supplier connections.