Pea-based pants may be next frontier as Lululemon looks at crops for clothes

Lululemon’s pitch focused on using byproducts from pea processing as inputs for new clothing materials

Pea-based pants may be next frontier as Lululemon looks at crops for clothes

Lululemon Athletica Inc. wants customers to have more pea in their yoga pants.

The athleisure retailer presented the idea at Protein Industries Canada’s (PIC) pitch day Monday in a talk titled: Clothing the World with Crops, according to a photo of a PowerPoint slide.

ALSO READ: Lululemon shares surge after forecast increase, earnings beat expectations

Lululemon’s pitch focused on using byproducts from pea processing as inputs for new clothing materials, said Bill Greuel, chief executive of PIC, a not-for-profit industry association that is one of the federal government’s five supercluster initiatives. Its goal is to create business opportunities, collaborate and invest in projects that could transform Canada’s agriculture and food processing industries, according to its website.

“It’s not far-fetched at all,” he said, pointing to other examples of more sustainable material used for clothing, like bamboo. Many companies, including Patagonia, also already use hemp.

Lululemon declined to comment on the presentation, with spokeswoman Erin Hankinson writing in an email that “we don’t have anything else to share.”

Peder Sande, who delivered the presentation in Calgary, is a consultant for the company.

More than a dozen companies, researchers or other groups gave presentations that lasted about five to seven minutes each during the day.

PIC had put a call out for talks on business challenges, interesting technology platforms, specific research capabilities and other topics, said Greuel.

“All with the idea that, you know, we want to create opportunities for collaborative research out of the discussion.”

Lululemon’s idea would be a “great opportunity” for the industry to utilize some of the byproducts from pea processing, said Greuel.

Consumers are demanding more plant-based protein in their diets. Canada’s new food guide released earlier this year even recommends people “choose protein foods that come from plants more often” and restaurants have scrambled to add vegan options, like Beyond Meat burgers and breakfast patties, to their menus.

That need for plant-based protein is driving the industry today, said Greuel. The popular Beyond Meat burgers, which temporarily sold out after A&W first started selling them, for example, contain pea protein isolate.

When processors extract protein from peas, pea starch and fibre is left behind, he explained.

Those byproducts are currently used to make glass noodles, livestock feed and other products, Greuel said.

“We’re always interested in additional uses and higher-value uses as well.”

Any idea that adds value is a tremendous opportunity for Canadian farmers to diversify their markets and increase farm-gate prices, wrote Allison Ammeter, chairwoman of the plant protein alliance of Alberta, in a statement.

“Value-add can be food products, beauty products, industrial products, perhaps yoga pants? Why not?” wrote Ammeter, who attended the presentation.

The next step is for any interested companies, including Lululemon, to submit a project proposal to PIC, said Greuel, which is due at the end of the month. PIC will then determine within a few months which of those projects it will help fund.

Aleksandra Sagan, The Canadian Press

Like us on Facebook and follow us on Twitter.

Get local stories you won't find anywhere else right to your inbox.
Sign up here

Just Posted

Masks are now officially mandatory in all City of Campbell River facilities. (Black Press File Photo)
Interior Health reports 49 new COVID-19 cases overnight

302 cases remain active; two in hospital

Trixie, an Elf on a Shelf like the one pictured here, will hiding around Osoyoos' parks in December. (Contributed)
Can you find Trixie the Elf in Osoyoos?

The elf has left the shelf to hide in the parks around town

The Campbell Mountain Landfill and other landfills operated by the Regional District of Okanagan-Similkameen will have reduced hours from December 2020 to the end of February 2021. (Contributed photo)
Regional District of Okanagan-Similkameen landfills reduce hours for winter

Measures will take effect from December 2020 until end of February 2021

The lights are on to kick off the holiday season at the Naramata Inn. (Brennan Phillips - Western News)
Naramata’s Christmas light competition starts Dec. 3

Naramata Inn sparkles with 25,000 lights, local menu and wines

Provincial health officer Dr. Bonnie Henry updates B.C.’s COVID-19 situation at the B.C. legislature, Nov. 23, 2020. (B.C. government)
B.C. daily COVID-19 cases hits record 941 on Tuesday

Further restrictions on indoor exercise take effect

Join Black Press Media and Do Some Good
Join Black Press Media and Do Some Good

Pay it Forward program supports local businesses in their community giving

(Pixabay.com)
Man, 28, warned by Kootenay police to stop asking people to marry him

A woman initially reported the incident to police before they discovered others had been popped the question

Winston Blackmore (left) and James Oler (right) were sentenced on separate charges of polygamy this week in Cranbrook Supreme Court.
No more charges expected in Bountiful investigation, special prosecutor says

Special prosecutor says mandate has ended following review of evidence from Bountiful investigations

(Phil McLachlan - Capital News)
Garage in Kelowna burns to the ground, blaze deemed suspicious

Fire crews responded to the scene just after 4:30 p.m.

(Ashley Wadhwani/Black Press Media)
Refuse to follow B.C.’s mask mandate? Face a $230 fine

Masks are now required to be worn by all British Columbians, 12 years and older

(Ty Hainsworth / Facebook)
No injuries after fire rips through South Okanagan fruit stand

A fruit stand caught fire Tuesday afternoon, closing Highway 97 for two hours

Damien Smith, with father Thomas Smith, is “frozen” with joy as he watches a special message Deadpool star Ryan Reynolds recorded for Damien’s 9th birthday on Tuesday, Nov. 24, 2020. (Contributed)
Shuswap boy celebrates 9th birthday with family, community and Ryan Reynolds

People from around the world send birthday cards showing young Canoe resident he’s not alone

A major reconstruction project on 32nd Avenue is nearing completion and the road is now re-opened to traffic between 33rd Street and 35th Street. (City of Vernon photo)
ROAD REPORT: More roundabouts coming to North Okanagan

New intersection lights up Dec. 13, 30th Street paving delayed, PV Road completed in Vernon

Most Read