Tapping into Global Markets: Minister MacAulay’s Investment in Maple Syrup Promotion

Ottawa, April 29, 2024 – Emphasizing Canada’s position as a global leader in maple syrup production, the Honourable Lawrence MacAulay, Minister of Agriculture and Agri-Food, today announced a significant investment of up to $3.6 million to the Québec Maple Syrup Producers (QMSP). The funding, allocated through the AgriMarketing Program under the Sustainable Canadian Agricultural Partnership, aims to elevate the promotion of Canadian maple products in key international markets.

Maple syrup, an iconic Canadian export, has long captured the taste buds of consumers worldwide, with exports totaling a remarkable $615 million last year alone. In a bid to fortify Canada’s reputation as a premier maple syrup supplier, Minister MacAulay’s announcement signifies a concerted effort to bolster promotional endeavors abroad.

Speaking on the initiative, Minister MacAulay remarked, “Canadian maple syrup is unrivaled in quality. With this funding, we’re spreading the word about its versatility, nutritional benefits, and sustainability to drive demand, increase exports, and create more opportunities for our hardworking maple producers.”

The investment will empower the QMSP to amplify the promotion of Canadian maple products, with a specific focus on expanding sales in key markets such as Germany, the United Kingdom, Australia, and Japan. By leveraging various promotional channels including print and digital content, social media campaigns, podcasts, and participation in conferences, the QMSP aims to underscore maple syrup’s versatility in culinary applications, its nutritional benefits, and its commitment to sustainability.

Luc Goulet, President of the Québec Maple Syrup Producers, expressed gratitude for the support, stating, “Educating consumers about the benefits and versatility of maple, here and beyond our borders, is an ongoing effort that must meet new food and environmental needs and trends. Funding from AAFC will enable us to substantially enhance our Maple from Canada promotional activities in our key export markets of Germany, the UK, Japan, and Australia.”

Highlighting the significance of Canadian maple syrup on the global stage, quick facts accompanying the announcement underscored that the Canadian maple syrup industry accounts for a staggering 78% of the world’s production, with Quebec contributing 92% of Canada’s output.

The AgriMarketing Program, a key component of the Sustainable Canadian Agricultural Partnership, represents a federal investment of $129.97 million over five years. Designed to bolster the competitiveness of the agriculture sector and seize international market opportunities, the program aligns with broader efforts to strengthen Canada’s agricultural landscape.

As Canada continues to showcase its culinary prowess and agricultural excellence on the world stage, investments such as these serve as a testament to the nation’s commitment to promoting its rich agricultural heritage while driving economic growth and prosperity.