Montana pulse grower Justin Miller recently joined Governor Greg Gianforte’s late-October 2025 trade mission to South Korea and Japan, where the delegation worked to strengthen international partnerships and promote Montana’s agricultural exports. For Miller, a fourth-generation farmer from Gildford, the trip offered a firsthand look at how international markets view Montana’s pulse crops and what opportunities lie ahead.
“The trip was a great opportunity to build on past relationships and collaborate with global leaders who share our vision for growth and innovation,” Miller said. His family has been farming in north-central Montana’s Golden Triangle since the early 1900s, an area long known for its wheat production. In recent years, pulses—like lentils, dry peas, and chickpeas—have become an increasingly vital part of the region’s agricultural identity.
Miller noted that while both Japan and Korea import U.S. pulses, their markets behave quite differently. “Korea may currently have a smaller market share, but they seem open to trying new products, especially the younger generations,” he explained. “E-commerce is huge in Korea, with about 75 percent of food being purchased online and delivered directly to customers for immediate consumption.”
Japan, however, retains a more traditional consumer mindset. “In Japan, the customer wants to see and touch the product before buying,” said Miller. “Both markets demand a high-quality product, with Japan really putting emphasis on freshness and high nutrition value.”
When asked about competition, Miller noted that the United States still has room to grow in market share. “In Japan, the U.S. ranks fourth in pulse imports behind Canada, China, and Myanmar,” he said. “Canada provides about 41 percent of their pulse imports, so there’s opportunity for us to position Montana’s product as a high-quality alternative.”
Despite trade challenges, Miller remains optimistic. “Tariffs have made buyers cautious about trade deals, but the demand for high-quality products remains strong,” he said. “Montana consistently produces some of the highest quality in the world, and these markets will continue to be there.”
Miller also pointed to Japan’s health-conscious consumer base as a good fit for pulses. “They’re exploring using dry beans in making baby food, as a healthy way to make a high-protein product,” he said.
Beyond market insights, the trip offered personal connections that could help shape Montana’s agricultural future. “Getting to spend one-on-one time with the governor at various receptions and just talking about how important pulses are to our operation was a highlight,” Miller said.
When reflecting on Montana’s agricultural outlook, Miller described himself as “an eternal optimist.” “As a realist, it’s probably neutral at best,” he added. “The governor is very proud of what we produce in Montana, and he even mentioned being the leading producer of lentils and chickpeas in one of his keynote speeches.”
He also praised the leadership of Director Jillien Streit of the Montana Department of Agriculture. “Her opinion carries a lot of weight with the governor, and she’s constantly shining a positive light on the pulse industry.”
For Miller, one key takeaway was the importance of reliability—in both product and policy. “It’s important to deliver a consistent product of high quality,” he said. “But it’s equally important to be consistent with our trade policy. The contacts I made know that we’re open for business, but they also desire consistent relationships.”
The Bottom Line:
Miller’s participation in the trade mission highlights Montana’s growing reputation in global pulse markets. His insights reaffirm the value of quality, consistency, and strong relationships in building long-term demand for Montana-grown products across Asia.
— Learn more about Montana’s pulse industry and how growers like Justin Miller are strengthening international trade connections by visiting montanapulse.com.
