Walk through any grocery aisle and you’ll see it: protein in everything — from drinks and snacks to supplements and pet food. Consumers want healthier, more sustainable choices, and Western Canada’s farmers are uniquely positioned to deliver. Enter PS Boost, a new variety launched by Pitura Seeds that’s rewriting the playbook. But this is bigger than a single variety. It’s about bridging farm productivity with global protein demand. With new genetics on the horizon — from disease resistance to tailored traits for end-use markets — Pitura Seeds is betting that plant-based protein is here to stay, and Prairie farmers will be at the heart of it.