ASEAN on the menu/
Cracking the next hottest market

Southeast Asia is emerging as an appetizing destination for pulse trade, driven by growing demand for healthier, plant-based foods, innovative processing, and evolving consumption patterns. But this multifaceted, fast-moving market has its own playbook. Andrew Powell, CEO of Asia BioBusiness and Council Member of the World Agriculture Forum, breaks down how smart players navigate risk, unlock demand, and position pulses for long-term growth across ASEAN and beyond — and where the next opportunities lie.