Montana pulses—lentils, peas, and chickpeas—are gaining ground across Latin America thanks to a coordinated effort by the Montana Pulse Crop Committee (MPCC), the Montana Department of Agriculture, and the HOLA Montana initiative. Through trade missions, market visits, and a strong focus on relationship-building, these partners are helping to position Montana as a leading provider of premium, nutritious pulses across the region.
Earlier in the month a Montana delegation embarked on a multi-country trade mission to Peru and Panama that included representatives from MPCC and the Montana Department of Agriculture, engaging buyers, chefs, food distributors, and government officials. The work was supported by HOLA Montana, a branding initiative designed to promote Montana agriculture products in Spanish-speaking markets through a combination of in-person outreach, events, and digital marketing. The campaign was punctuated by the launch of a new HOLA Montana logo—symbolizing the state’s commitment to quality and sustainable agriculture.
HOLA Montana began in 2022 as an initiative to build stronger trade ties between Montana and Latin America. It started with a trade mission from Latin America to Montana, where buyers learned firsthand about the state’s pulse crops and the farmers who grow them. In 2024, those efforts expanded with a follow-up visit to Colombia, promotional events at Alimentec, and additional company visits. That same year, another delegation of Latin American buyers returned to Montana to continue building relationships and trade opportunities.
A 2024 Montana Pulse Trade Mission Report highlights the remarkable growth in Montana’s pulse exports to Latin America. In the 2023/2024 period, exports to the region totaled $41.9 million—up 36% from the previous year. Demand surged in key markets like Mexico and Colombia. Mexico alone imported $272 million in dried beans from the United States, a 132% year-over-year increase driven by higher consumption and production challenges within the region. Colombia also reported strong demand, with pulse imports from all sources reaching $179 million, underscoring its growing reliance on imports to meet consumer needs.
Montana’s participation in Alimentec 2024, Latin America’s leading food show, marked a major highlight of the trip to the region in 2024. With over 55,000 attendees, the delegation made valuable connections and showcased the superior quality of Montana pulses. Follow-up events, including a series of B2B meetings and culinary demonstrations in Medellín and Barranquilla, Columbia extended Montana’s reach into that country’s key markets. A signature recipe booklet and chef-led tastings helped local consumers and food professionals experience the versatility of Montana pulses firsthand.
One of the most heartwarming efforts while building relationships in Panama was the “Granos de Esperanza” (Seeds of Hope) campaign in Barranquilla. Partnering with local distributor Gracol, The delegation, including MPCC’s executive director Liz Edmundson and MPCC
Chairman Brian Aklestad helped distribute food kits containing Montana lentils, peas, and chickpeas to over 500 low-income families. The event, covered widely by local media, reflected Montana’s values of community and nourishment.
Montana’s approach was as much about listening as it was about promoting. Market visits, discussions with leading retailers, and direct conversations with buyers revealed a growing demand for plant-based protein across Latin America—especially lentils, which are gaining popularity due to their quick cooking time and health benefits. Colombia and Panama are emerging as a strong market for Montana lentils, with significant import growth year over year.
Montana pulses—lentils, peas, and chickpeas—are making significant inroads in Latin America thanks to a strategic collaboration between the Montana Pulse Crop Committee (MPCC), the Montana Department of Agriculture, and the HOLA Montana initiative. Designed to promote Montana-grown pulses in Spanish-speaking markets, HOLA Montana integrates marketing, trade promotion, and cultural outreach to build trust and awareness. MPCC’s active involvement has helped align grower representation, culinary engagement, and export logistics—creating new opportunities and lasting relationships across the region.
This year, Montana’s delegation visited Panama to extend the mission’s reach into another promising Latin American market. The team began with a high-level meeting at the U.S. Embassy in Panama, where representatives from the Foreign Agricultural Service (FAS) provided valuable insights into market dynamics, import trends, and Panama’s role as a regional trade hub. This briefing helped set the stage for strategic conversations throughout the remainder of the visit.
The delegation held targeted meetings with several influential players in Panama’s food and agricultural sectors. At Dicarina’s offices in Tocumen—one of the country’s leading food distributors—Montana pulses were introduced as a potential premium addition to their product portfolio. Additional meetings with Grupo Lavery, Paradigma Consultancy, and Shuang ZI Group S.A. / Capital Indigo helped explore both distribution opportunities and broader trade collaborations. These connections signaled strong interest in sourcing high-quality plant-based protein products, underscoring the potential for Montana to build a lasting trade presence in Panama and the surrounding region. Looking ahead, the next chapter for HOLA Montana is already underway. In August 2025, Montana will host another inbound trade mission, welcoming Latin American buyers and distributors to tour farms, visit processing facilities, and engage directly with growers across the state. This follow-up trip will build on the relationships established in previous missions, deepen buyer confidence in Montana’s pulse products, and reinforce the strong foundation of partnership that has made HOLA Montana such a promising and impactful initiative. The cycle of connection, education, and engagement continues—right here in the heart of Montana.
As Latin America continues to diversify its pulses market, the partnerships built by MPCC, the Montana Department of Agriculture, and HOLA Montana are creating long-term opportunities for
Montana growers—driven by flavor, fueled by sustainability, and made possible through human connection.
▶ Stay connected with MPCC to learn more about our global efforts and how Montana pulses are feeding the future via its pulses checkoff program—one region at a time.
