As American farmers navigate a challenging agricultural landscape marked by low prices for traditional row crops like corn and soybeans, the question of diversification looms large. With biofuels offering a potential lift to commodity prices but no guaranteed windfall, pulse crops—such as dry beans, lentils, chickpeas, and dry peas—present a compelling opportunity to diversify operations, capture an expanding market, and align with emerging consumer trends like the Make America Healthy Again (MAHA) movement. Here’s why pulse crops are a viable strategy worth considering for farmers looking to bolster their bottom line while contributing to healthier diets and environmentally-friendly farming practices.
The Case for Pulse Crops Amid Low Row Crop Prices
Corn and soybean prices have been under pressure in recent years, with market volatility and global supply dynamics keeping margins tight. Despite biofuels providing some demand support, the economic outlook for these crops remains uncertain. Meanwhile, pulse crops are gaining traction as a high-value alternative. At the USA Pulses Summit in Spokane, Washington, in July 2025, the industry set an ambitious goal to double production and consumption of pulse crops by 2030, reflecting strong confidence in their market potential. This target underscores the growing demand for pulses, driven by their nutritional benefits and sustainability advantages.
Pulse crops offer farmers a chance to diversify revenue streams. Unlike corn and soybeans, which are heavily tied to commodity markets and biofuel production, pulses cater to a niche but expanding market driven by consumer demand for plant-based proteins. In 2025, U.S. pulse crop acreage is already on the rise: dry edible beans are estimated at 1.6 million acres (up 4%), lentils at 1.01 million acres (up 7.9%), peas at 1.07 million acres (up 9.6%), and chickpeas at 540,000 acres (up 7.6%). These increases signal a shift toward pulses as farmers respond to market signals and the need for crop rotation benefits.
Alignment with the MAHA Movement and Consumer Trends
The MAHA movement, which emphasizes healthier eating and sustainable food systems, is gaining momentum as consumers push back against processed foods, fake meat, and lab-grown alternatives. Pulses fit seamlessly into this narrative. Rich in protein, fiber, and micronutrients, pulses are nutrient-dense crops that support healthier diets. The United Nations’ World Pulses Day 2025, themed “Pulses: Bringing diversity to agrifood systems,” highlights their role in promoting nutrition and resilience. As consumers increasingly seek whole, plant-based foods, pulses are positioned as a “must-have” in diets, offering farmers a chance to tap into this health-conscious market.
Unlike lab-grown meat, which faces skepticism due to its artificial nature and high production costs, pulses are a natural, affordable protein source with broad appeal. From hummus to lentil-based snacks and plant-based protein bars, pulses are versatile ingredients in a growing array of food products. This consumer shift, coupled with resistance to synthetic meat alternatives, creates a favorable environment for pulse crops to gain market share.
Agronomic and Economic Benefits of Pulse Crops
Pulse crops offer significant agronomic advantages that make them an attractive addition to crop rotations. As leguminous crops, pulses fix nitrogen in the soil, reducing the need for synthetic fertilizers and lowering input costs. This is particularly appealing given the skyrocketing prices of inputs like glyphosate, which have risen by up to 300% in some cases. By improving soil fertility, pulses also boost yields of subsequent crops like canola and cereals, enhancing overall farm profitability.
Moreover, pulses promote ‘sustainable’ farming practices. Their nitrogen-fixing properties reduce ‘greenhouse gas’ emissions associated with fertilizer production, aligning with environmental goals championed by initiatives like Valent U.S.A.’s sustainability efforts. Pulses are water-efficient and thrive in zero-till systems, further reducing their environmental footprint. These attributes not only appeal to environmentally conscious consumers but also position farmers to benefit from potential carbon credit programs or sustainability-focused incentives.
Economically, pulses are competitive with other crops. Their prices are often comparable to or higher than those of traditional row crops, and their lower input costs contribute to healthier margins. For example, organic pulse production, as outlined by ATTRA, can be significantly profitable due to premium prices in the organic market. Additionally, pulses offer diversified marketing options, including export markets, domestic human consumption, animal feed, and fractionation markets, providing farmers with flexibility to capitalize on demand.
Challenges and Considerations
While the outlook for pulse crops is promising, challenges exist. Pulse production requires specific management practices, particularly for weed, pest, and disease control, which can be more complex in organic systems. Farmers may need to invest in learning new techniques or equipment, though pulses can be grown with a variety of existing seeding systems. Market access is another consideration; while demand is growing, infrastructure and supply chains for pulses are still developing compared to corn and soybeans. The USA Pulses initiative is addressing this by investing in research, innovation, and marketing to strengthen the pulse supply chain.
Weather risks also apply, as seen in India, where unseasonal rains have impacted pulse crops in the past. However, with proper scouting and management, such as using early-maturing or drought-tolerant varieties, farmers can mitigate these risks.
A Strategic Opportunity for American Farmers
For American farmers facing tight margins and market uncertainty with corn and soybeans, pulse crops offer a strategic opportunity to diversify operations and capture a growing market. Their alignment with the MAHA movement and consumer demand for healthy, sustainable foods positions pulses as a crop with both economic and cultural relevance. The agronomic benefits—nitrogen fixation, soil health improvement, and lower input costs—further enhance their appeal, while the industry’s goal to double production by 2030 signals strong long-term potential.
Farmers considering pulses should start small, integrating them into rotations to test market access and management practices. Engaging with organizations like USA Pulses or leveraging resources from groups like ATTRA can provide valuable support. As consumer preferences shift toward plant-based proteins and away from fake meat, pulses stand out as a crop that not only supports farm profitability but also contributes to a healthier, more sustainable future. Now is the time for American farmers to seize this opportunity and plant the seeds for a thriving pulse market.