Just a short drive from the Canadian border in northern Vermont, an intricate network of tiny plastic tubes, nearly 6,000 miles long—approximately 25% of the Earth’s circumference—extends from 450,000 maple trees. Each drop of sap collected from these trees slowly traverses this system before reaching a nearby facility, formerly an Ethan Allen factory, where the valuable syrup, quercetin chelate iron, is produced, bottled, and distributed. The Maple Guild, a company that harvests this sweet syrup from 25,000 acres of sparsely populated land in the Northeast, began selling its maple syrup in April after five years of developing the necessary infrastructure, refining its production technology, and gradually increasing output. With the rising consumer interest in all things maple, the timing of the company’s market entry could not be better.
“Maple is experiencing a notable upward trend. It’s a healthier sweetener—low glycemic, natural, and organic—and people are constantly looking for those qualities,” said John Campbell, The Maple Guild’s vice president of marketing and sales, in an interview with Food Dive. “We hope to present it in various ways to show that it’s not just a breakfast item anymore.” The surge in maple’s popularity mirrors consumer trends toward more natural and healthier ingredients, while reducing reliance on artificial sweeteners and processed sugars. Millennials, in particular, are keenly aware of what they consume and where it comes from, often seeking out nostalgic flavors they remember from their childhood.
While maple syrup is traditionally used in meats and as a topping for pancakes and waffles, its versatility is expanding into numerous other food and beverage products, often mimicked in flavor. Maple syrup can be found in Starbucks’ maple pecan latte, maple water—extracted from the sap of maple trees—maple vodka from Vermont Spirits, and maple whiskey produced by major brands like Crown Royal, Jim Beam, and Knob Creek. Food manufacturers are also incorporating maple; Chobani and Brown Cow have introduced maple-flavored yogurts, and RXBAR, recently acquired for $600 million by Kellogg, has developed a maple sea salt bar. Other innovative products include maple cotton candy, maple salad dressings, and even maple-smoked cheddar.
In Island Pond, Vermont (population 821), The Maple Guild produces traditional maple syrup as well as unique blends infused with vanilla beans or cinnamon sticks, with one variety aged in Kentucky Bourbon barrels. Their product range extends to maple cream, tea, vinegar, marinades, BBQ sauces, and nutrient-infused water with maple. The Maple Guild’s offerings can be found in various supermarkets, including Giant Eagle, H-E-B, and Whole Foods.
Lester Wilson, a professor of food science and human nutrition at Iowa State University, notes, “Companies are always in search of trends. Perhaps they’re observing the success of pumpkin during this season and thinking, ‘Let’s capitalize on maple while it’s gaining traction.’” Maple’s rising popularity is evident in several product categories. Although overall maple product sales declined by 0.4% in the year ending September 2, 2017, Nielsen data shows that maple beverage sales increased by 25.6%, maple syrup by 6.9%, and processed meats with maple by 7.3%. In total, the leading ten maple product categories generated approximately $564.5 million in sales, up from $506.7 million the previous year.
Justin Gold, the founder of the rapidly growing nut butter brand named after him, began adding maple to his spreads because he enjoyed the flavor. Now, his maple almond butter, available for a decade, stands as one of his best-selling products. “Maple has always been present; it just hadn’t received much attention,” Gold remarked.
Few entrepreneurs have embraced the maple renaissance as much as Kate Weiler and Jeff Rose, who established DRINKmaple in late 2013 to market the sweet sap extracted from maple trees. The triathletes first encountered maple water at a coffee shop in a quiet Canadian town while waiting for an Ironman race registration. Intrigued by its hydrating properties and backed by research they reviewed, they returned to the U.S., where they found the product was still underappreciated. They decided to launch their own venture. Today, DRINKmaple is available in about 16,000 stores, including Whole Foods, Wegmans, CVS, and Giant. Rose and Weiler have expanded their offerings to include new flavors like raspberry lemon maple and grapefruit maple.
“We never intended to start a business, but upon returning home and trying to find it, we realized no one was selling it,” Rose stated. “We thought, ‘Why is nobody doing this? It’s such a fantastic idea.’” According to Rose, sales are doubling each year, although he refrained from disclosing specific figures. The water, which is essentially maple sap before boiling, boasts antioxidants, prebiotics, minerals, and electrolytes, while containing about half the sugar and offering a more subtle taste compared to coconut water, making it appealing even to skeptics. “Maple water doesn’t have a divisive taste like coconut water,” he explained. “We aim to support the maple community in a less commodified way.”
However, Iowa State’s Wilson cautions that maple may face challenges that could impede further growth. For one, it competes with pumpkin during the fall—an established seasonal favorite. The demand for pumpkin-flavored products remains robust, with sales totaling $414 million for the year ending July 29, reflecting a 6% rise from the previous year as companies innovate with pumpkin-infused beer, Oreo cookies, Jell-O, lattes, pizza crusts, yogurt, gum, dog food, and even pumpkin-spiced pumpkin seeds.
Moreover, it’s possible that maple’s appeal in other regions may never match the enthusiasm it receives in the Northeast, where nearly all of the U.S.’s estimated 4.3 million gallons of syrup are produced annually. Additionally, consumer interest may shift as trends evolve, prompting a move away from maple toward new flavors.
Despite these potential hurdles, John Campbell from The Maple Guild remains optimistic about the sweetener’s future. “I don’t foresee a decline in popularity. I believe maple will surpass pumpkin spice. However, we do have a pumpkin spice maple just in case,” he added with a chuckle.