OFFICIAL LAUNCH OF THE 2019 MAPLE SYRUP SEASON
An opportunity to recognize Quebec’s maple syrup producers
for their economic contribution
Longueuil, February 20, 2019 – At the Bois-de-Coulonge sugar bush in the heart of Québec City, Samuel Poulin, Member for Beauce-Sud and Parliamentary Assistant to the Premier (youth), tapped a maple tree this morning in the presence of representatives of the Producteurs et productrices acéricoles du Québec (PPAQ) to officially launch the 2019 maple syrup season. It was a symbolic gesture that Quebec producers have made in earnest 48 million times in recent weeks to get ready for maple syrup season.
“Maple syrup is an important natural resource and economic driver for all of Quebec,” said Mr. Poulin, whose riding includes a large concentration of sugar bushes and the municipality of Saint-Robert-Bellarmin, which boasts the largest number of taps per capita—nearly one million for 575 residents.
Collective marketing: A system that sweetens the maple economy
The official launch of this year’s maple syrup season is an opportunity to highlight the achievements of an industry that is a great source of pride for Quebecers. A recent study by Institut de recherche en économie contemporaine (IREC) explores some of the reasons Quebec’s maple syrup industry has been able to accomplish so much. The study notes that the industry’s institutional model has yielded good results. In the space of a single generation, the system created by producers has enabled the maple industry to:
• Evolve from a secondary economic activity into a full-fledged economic sector
• Professionalize the role of producer
• Boost production in a sustainable way
• Drive product quality, innovation, and market development
• Stabilize pricing
“The facts show that the current institutional arrangement has created the conditions for Quebec’s maple economy to be able to meet the new challenge of global demand. Market conditions could eventually lead to a reassessment of the current development strategy for Quebec’s liquid gold, but for the time being, there are no compelling reasons to tinker with a successful model that has proven more than capable of adapting. Far from restricting production potential, collective marketing has been a launching pad for Quebec’s maple syrup producers,” said François L’Italien, IREC Researcher and Author of the study.
Quebec: Global leader in all things maple
Quebec produces 72% of the world’s maple syrup. As a result of the marketing, innovation, and promotion strategies executed by PPAQ, some 60 countries now import and enjoy quality maple syrup from Quebec. Production is increasing and sales are booming, so much so that PPAQ is targeting 185 million pounds in sales within five years. “PPAQ is determined to build on efforts in recent years to grow the maple syrup industry and ensure the sustainability of the resource so it can continue being a source of well-being and pride for the communities that produce it,” said Serge Beaulieu, President of the Producteurs et productrices acéricoles du Québec.
Maple syrup isn’t just the traditional product we all know and love. More and more new products are using it as a key ingredient, often in place of other sweeteners. Bulk maple syrup undergoes a strict quality inspection and grading process before it can be integrated into the processing line. Quebec is the only place in the world where the original product is inspected and graded.
The strategic reserve ensures a continual supply of maple syrup on the market, in good harvests and bad. Buyers can purchase barrels of organic and non-organic maple syrup in every color class year-round. The reserve also keeps the price of maple syrup stable, which is good for buyers, producers, and consumers alike.
The mission of the Producteurs et productrices acéricoles du Québec (PPAQ) is to promote the interests of Québec’s maple producers and to develop the production and sales of Québec maple products to their full potential while respecting the principles of sustainable development. The organization represents some 11,300 producers and 7,400 businesses whose quality of work enables Québec to account for an average of 72% of the world’s maple syrup on an annual basis. The Producteurs et productrices acéricoles du Québec proudly support the Érable du Québec brand and coordinate the international marketing and promotional efforts for Canadian maple products on behalf of Canada’s maple industry. PPAQ also leads and directs the International Maple Research and Innovation Network.
Study Le sirop d’érable au Québec : un modèle performant et adapté aux défis qui pointent, Institut de recherche en économie contemporaine (IREC)
General photos of Quebec maple syrup production
Video of the official launch of the 2019 maple syrup season
- 30 -
Information and interview requests:
Massy Forget Langlois Public Relations
514-842-2455, ext. 21