By Lauren Masseria, VT Agency of Agriculture, Food & Markets
The Vermont Agency of Agriculture, Food & Markets has been awarded Specialty Crop Block funding to complete a three-part project focused on domestic and international data collection to support new and existing markets for the maple syrup industry.
New technology and industry advances have enabled U.S. maple syrup producers to expand production by approximately 165% in the past decade. Over that same period, the bulk prices paid to producers has decreased by 27% and, according to the National Agricultural Statistics Service (NASS), it is critical to ensure consumer demand to help mitigate this impact. Vermont's maple syrup exports are highly concentrated into the Canadian market, with more than 86% of exports going over our northern border in 2017. Growth in maple syrup production and a less diversified portfolio of country trade partners (compared to other U.S. States who produce maple), places Vermont at greater risk for adverse impacts from production increases.
With Canada's plan to double their maple syrup production, Quebec's status as the world's leading maple production region, and the Canadian maple market maturity, it is critical that Vermont producers find and drive demand for Vermont sourced and processed maple products.
PROJECT PLAN
The Agency will complete a two-phase study to assess consumption, innovations, trends, trade, markets for maple syrup, and related product sectors utilizing maple syrup.
Research will assess market demand for maple syrup, both domestic and international. This research will include an assessment of shifts in consumer demand; competitive trade flows; areas of unmet and/or emerging need; innovations that may offer new opportunities for maple syrup uptake; key opportunities, including key and emerging markets for development; and the business case for addressing opportunities. It will also include a thoughtful examination and review of trade partners, highlighting effective strategies to improve exports, as well as tactics to further enhance domestic market consumption. This research is essential to help Vermont further improve the approach to domestic and international market development.
In addition, the Agency will work with industry partners to identify two target countries to complete primary, never before conducted, fieldwork and research. This in-depth market research will culminate in a report that will include industry insights about the distribution process for the market, the country’s import regulations and restrictions, a list of potential importers/distributors, country trends, packaging recommendations, and other relevant export information. Results of this research will be disseminated to the Vermont maple syrup industry through online and industry trade presentations to support industry education and improve domestic and international sales. The trade presentation will occur in partnership with Food Export Northeast, with a goal of strengthening industry engagement, improving strategic planning, and supporting business development and export success.
For more information, please contact: Lauren Masseria, lauren.masseria@vermont.gov or 802-505-5413