Syrup Study

Oppurtunities and Challenges Imbalance between Supply and Demand
In the past decade, production volume has increased much more quickly than domestic sales and exports, creating an imbalance between supply and demand of maple products. For the first time since many years, the volume of exports in 2006 was higher than the volume of production thanks to previous year surpluses.

Competition and Promotion

Although maple products have a unique status for many consumers, they must compete with other cheaper types of sweeteners such as honey, sugar cane, table syrup, corn syrup, etc.
Maple syrup is a seasonal product. Consumers lack information on the many uses and how to preserve it. The industry must promote to potential customers to learn more about maple products. It’s healthy and vitality. In 2004 and 2005, AAFC(Agriculture and Agri-Food Canada) contributed $276,625 to the Fédération des producteurs acéricoles du Québec (FPAQ) under the Canadian Agriculture and Food International (CAFI) Program.

International Three-Year Strategy 2006-2010

An industry consultation
In 2005, around the need for a three-year strategy spanning 2006-2010 for the promotion of maple products and the development of international markets. Participants included the FPAQ and its 7,300 member businesses, representing more than 95% of the maple syrup production volume.
It focus on public relations activities for promotional positioning rather than advertising, the budget is more lower. Another is presenting the product’s many advantages over competing products. The final strategic thrust is educating importers and distributors.

Export markets: the short and long views:

The Japanese market is the priority target in both the short and the long term, given its development potentical and its current growth rate. In the mid- and long term, promotion activities will be carried out in the United States, to ensure sales continue to grow in this primary destination for Canadian maple...