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News

2019-03-01

Maple – More Incredible Than Ever

Announcement

Incroyable Érable Book Launch
 
Inspiring new ways to cook with maple in more than 60 gourmet recipes!
 
 
Longueuil, March 1, 2019 – Québec Maple Syrup Producers (QMSP) released a new book, Incroyable Érable, at a gourmet event hosted by media personality and actor Élyse Marquis, as a guide to the many different ways to enjoy maple products. More than a cookbook, Incroyable Érable conveys a passion for this noble and ancestral miracle of nature that makes Québec famous around the world.
 


 
From left to right : Élyse Marquis, Event host, Serge Beaulieu, QMSP (Québec Maple Syrup Producers) President and Nathalie Langlois, QMSP Director of Promotion, Innovation and Market Development
 
 
“Maple products are now considered gourmet ingredients, attracting special attention from the best chefs here and around the world,” according to QMSP Director of Promotion, Innovation, and Market Development, Nathalie Langlois. “We’ve endeavoured to put together all the knowledge we’ve gathered over the years in a single book.”
 
Maple syrup has earned the reputation as one of the world’s great products, a kitchen essential like olive oil. And beyond syrup, maple comes in a wide range of derivatives such as butter, taffy, hard sugar, flakes, spirits and, of course, maple water. Very few terroir products are so unique and versatile. “This book is a tribute to all the artisans, the chefs, pastry-makers, bakers, chocolate-makers, spice hunters, and certainly the producers themselves, who share a love for this marvellous product and use it with such exceptional skill,” said Ms. Langlois.
 
The book reveals maple’s multiple facets, from the perspectives of the producers who actively work in the Québec sugar bushand the 11 Maple Culinary Ambassadors1, as well as its storied history and successes around the world. You will learn how to cook with maple in new ways through its 63 original recipes, along with tantalizing photos and, expert guidance from French chef and journalist Philippe Mollé, an avid maple devotee and master of its use as an ingredient. Together, they present a formidable body of knowledge combined with daring innovations and remarkable creativity.
 
 
 
Philippe Mollé (at the centre) with the Maple Culinary Ambassadors
 
 
Although maple syrup has been pleasing our palates for years, it still conceals many secrets that are only now coming to light in laboratories across the world. Scientific research is exposing its intriguing nutritional properties, including a wealth of antioxidants, vitamins and minerals direct from Mother Nature. Maple is truly different from other sweeteners.
 
As a special accent to the launch of Incroyable Érable, QMSP decided to combine gastronomy with the spoken word by inviting the socially-engaged novelist and slam poet David Goudreault to perform at the event.
 
QMSP President Serge Beaulieu adds that “the enthusiasm for our liquid gold is undeniable: Québec maple is loved around the world. In 2017, Canada exported maple products to the tune of $382 million. Our very own maple syrup is now being enjoyed in 60 countries by people who value something new and authentic. This is such a source of pride for Québec. We account for 90% of Canadian maple syrup production and, on average, 72% of all the maple syrup produced in the world each year!” 
 
Maple lovers can find Incroyable Érable in all Québec bookstores, in superstores, and select food retailers for $29.95.
 
For further information, go to erableduquebec.ca, or find us on Facebook and Instagram (@erableduquebec) and join the conversation with hashtags #incroyableerable and #erableduquebec.
 
 
About QMSP and the Érable du Québec Brand
 
The mission of Québec Maple Syrup Producers (QMSP) 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. Québec Maple Syrup Producers proudly supports the Érable du Québec brand and coordinates the international marketing and promotional efforts for Canadian maple products on behalf of Canada’s maple industry. QMSP also leads and directs the International Maple Research and Innovation Network.
 
1 Ethné de Vienne, Marc-André Royal, Arnaud Marchand, Helena Loureiro, Jean-Claude Chartrand, Martin Falardeau, Nancy Samson, Olivier Perret, Raphaël Vézina, Stéphanie Labelle and Yves Lévesque.
 
 
Source:
Danielle Pépin
Québec Maple Syrup Producers
450 679-0540, ext. 8539
dpepin@upa.qc.ca
 
Interviews and Information:
Valérie Lavoie
Massy Forget Langlois Public Relations
514 842-2455, ext. 21
vlavoie@mflrp.ca
 

By Bertrand Legret