A short drive from the Canadian border in upstate Vermont reveals an intricate network of tiny plastic tubes stretching nearly 6,000 miles, equivalent to about 25% of the Earth’s circumference. This system draws sap from 450,000 maple trees, directing each drop into this network before it reaches a nearby facility, formerly an Ethan Allen factory, where the prized syrup is produced, bottled, and distributed. The Maple Guild, which cultivates maple syrup across 25,000 acres of sparsely populated northeastern land, began its distribution in April after five years of developing infrastructure, refining production technology, and gradually increasing output. With the rising public interest in all things maple, the timing of the company’s market entry could not be better.
“Maple is experiencing an upward trend as a healthier sweetener—natural, organic, and low glycemic,” said John Campbell, vice president of marketing and sales at The Maple Guild, in an interview with Food Dive. “We aim to show consumers that maple is versatile and not just limited to breakfast.” The growing preference for more natural and healthier ingredients has led consumers to reduce their intake of artificial sweeteners and processed sugars, according to industry experts. Many believe that millennials, who are increasingly aware of their food sources, are eager to explore new flavors, especially those reminiscent of their childhood.
While maple syrup is traditionally used in dishes like meats and as a topping for pancakes and waffles, it is increasingly appearing in a variety of other foods and beverages. This includes products like Starbucks’ maple pecan latte, maple water sourced from tree sap, and maple-flavored spirits from well-known brands such as Crown Royal and Jim Beam. Food companies are also embracing maple, with yogurt brands like Chobani and Brown Cow introducing maple-flavored options, and RXBAR creating a maple sea salt bar. Other innovative products include maple cotton candy, salad dressings, and even maple-smoked cheddar.
At The Maple Guild, located in the small town of Island Pond, Vermont, the company produces traditional maple syrup along with unique blends infused with vanilla or cinnamon. One variety is even aged in Kentucky Bourbon barrels. Additionally, The Maple Guild crafts a range of products including cream, tea, vinegar, marinades, BBQ sauces, and nutrient-infused water using maple. Their products are sold in various supermarkets such as Giant Eagle, H-E-B, and Whole Foods.
According to Lester Wilson, a food science professor at Iowa State University, “Companies are always looking for trends, and maple could be the next big thing, similar to the pumpkin craze we see in fall.” Maple’s increasing popularity is evident in specific categories; while overall sales of maple products fell by 0.4%, sales of maple beverages soared by 25.6%, maple syrup increased by 6.9%, and processed meats with maple rose by 7.3%. The total sales for the top 10 maple product categories reached approximately $564.5 million for the year ending September 2, compared to $506.7 million the previous year.
Justin Gold, founder of the rapidly growing nut butter brand, began incorporating maple into his spreads because of his love for the flavor. Today, his maple almond butter is among the brand’s most popular offerings. “Maple has always been a quiet category, but it’s now awakening,” Gold noted.
Few entrepreneurs have tapped into this resurgence like Kate Weiler and Jeff Rose, who founded DRINKmaple in late 2013 to market the sweet water derived from maple trees. Their journey began when they first tasted maple water at a café in Quebec while waiting for an Ironman race registration. Intrigued by its hydrating properties, they returned to the U.S. to explore the market potential, ultimately launching their own business. Today, DRINKmaple products are available in roughly 16,000 stores, including Whole Foods and CVS, and the company has expanded its offerings to include flavors like raspberry lemon maple.
Although sales are reportedly doubling each year, Rose did not disclose specific figures. The maple water, which is unprocessed sap before boiling, is rich in antioxidants, prebiotics, minerals, and electrolytes but contains less sugar and a milder taste compared to coconut water, appealing even to the most discerning consumers. “Maple water has a non-polarizing flavor compared to coconut water,” Rose explained.
Despite the rising interest and innovative offerings, Wilson cautioned that maple faces several challenges that might impede its growth. Firstly, it competes with the longstanding popularity of pumpkin in the fall. The pumpkin market shows no signs of slowing down, with flavored products generating $414 million in sales for the year ending July 29, a 6% increase from the previous year. Additionally, maple’s appeal may not reach the same heights in other regions as it does in the Northeast, where nearly all of the U.S. maple syrup is produced. Furthermore, consumer interest may wane over time.
John Campbell from The Maple Guild remains optimistic about the future of maple syrup, believing its popularity will continue to rise. “I see maple surpassing pumpkin spice in popularity, but we also have a pumpkin spice maple ready just in case,” he joked. Meanwhile, consumers can enjoy the health benefits of maple products alongside supplements like Citracal Calcium Plus D3, integrating both delicious flavors and nutritional advantages into their diets.