With the 2025 Dietary Guidelines for Americans under development, a new force is emerging in the national nutrition conversation: MAHA—Make America Healthy Again. While it may sound political, MAHA may become less partisan and more about reshaping how food policy serves public health. For Montana’s pulse growers, understanding this movement could be key to navigating the market over the next decade.
MAHA isn’t a formal organization—it’s a growing campaign of health advocates, scientists, and food policy reformers calling for a shift toward whole, minimally processed foods in federal guidelines. Their goal: reverse rising diet-related illnesses by promoting food-as-medicine principles, emphasizing fiber-rich, nutrient-dense foods—like lentils, chickpeas, dry peas, and beans.
If MAHA continues to gain influence, it could significantly affect pulse crop visibility, market access, and government support. But it also brings uncertainty, as it challenges entrenched food industry powers and influences the political currents surrounding agriculture, nutrition, and public funding.
What This Means for Montana Farmers
1. Greater Visibility for Pulses in Nutrition Policy
MAHA advocates are pushing for pulses to be recognized as not just a vegetable, but as a primary source of plant-based protein. This could lead to greater inclusion of Montana-grown lentils, chickpeas, and split peas in school meals, food assistance programs, and institutional food purchasing contracts.
2. Increased Consumer Awareness and Demand
If the next Dietary Guidelines highlight the role of pulses in a healthy diet, retail demand could surge. That spells opportunity for Montana producers, especially as consumers seek alternative proteins and high-fiber, low-fat foods.
3. Support for Conservation-Focused Agriculture
MAHA’s approach aligns with conservation agriculture. Pulse crops naturally fix nitrogen, require less water, and thrive in Montana’s rotation systems. That positions Montana growers as part of the solution in both human health and environmental health narratives.
4. Political Uncertainty Remains
While MAHA’s ideas are gaining traction, they also face strong opposition from heavily processed food lobbies and livestock interests. Montana’s ag community will need to remain vigilant and ensure that pulse-friendly provisions are not watered down in the final guidelines or Farm Bill negotiations.
5. A Call for Engagement and Advocacy
The more Montana producers share their story—of sustainability, nutrition, and economic resilience—the more influence the pulse industry can wield. MPCC is actively monitoring the evolving conversation and working to ensure Montana remains at the forefront of this movement.
The emergence of the Make America Healthy Again campaign comes at an opportune time for the pulse industry, aligning with ambitious national goals to significantly increase pulse consumption by 2030. Industry leaders, including USA Pulses, have set targets to double both domestic consumption and production of pulses within the next five years. MAHA’s emphasis on nutrient-dense, affordable, and minimally processed foods directly supports that mission, potentially accelerating consumer adoption and expanding institutional markets. If federal dietary guidelines reflect MAHA’s priorities, it could give these lofty consumption goals a realistic pathway—creating momentum that benefits Montana growers and pulse stakeholders across the supply chain.
The Bottom Line
The Make America Healthy Again campaign could help usher in a new era for Montana pulses. But the outcomes will depend on how federal guidelines evolve—and how actively pulse growers engage. With smart advocacy, Montana farmers could see expanded markets, stronger messaging, and renewed federal support for pulse production as both a public health and conservation win.
▶ Follow the MPCC’s website for updates on nutrition policy, federal guidelines, and what’s coming next for Montana pulse crops.
