Just a short drive from the Canadian border in upstate Vermont, a sprawling network of tiny plastic tubes stretches nearly 6,000 miles—approximately 25% the circumference of the Earth—extending from 450,000 maple trees. Each drop of sap collected from these trees gradually flows into this intricate system, eventually reaching a nearby facility that once served as an Ethan Allen factory, where the prized syrup is produced, bottled, and distributed. The Maple Guild, a company that harvests this delectable syrup from 25,000 acres of sparsely populated northeastern land, commenced its distribution in April after five years of developing infrastructure, enhancing production technology, and steadily increasing output. With consumer demand for maple products on the rise, the timing for the company’s market entry is impeccable.
“Maple is definitely trending upward. It’s a healthier sweetener—low glycemic, natural, and organic, and people are consistently seeking that,” said John Campbell, The Maple Guild’s vice president of marketing and sales, in an interview with Food Dive. “We aim to present it in various ways, illustrating that it’s not just for breakfast anymore.” Maple syrup’s rising popularity aligns with consumers’ increasing preference for natural, wholesome ingredients, as they seek to reduce their consumption of artificial sweeteners and processed sugars. There’s speculation that millennials, who are particularly mindful of their food choices and origins, are eager to experiment with products reminiscent of what they saw their parents or grandparents enjoy during their childhood.
While maple syrup is traditionally used on pancakes and drizzled over meats, this classic ingredient is finding its way into an array of other foods and beverages, often in imitation form. The sweetener features in Starbucks’ maple pecan latte, maple water—sourced from the sap of maple trees—maple vodka from Vermont Spirits, and flavored whiskeys produced by major brands like Crown Royal, Jim Beam, and Knob Creek. Yogurt makers such as Chobani and Brown Cow have incorporated maple into their offerings, while RXBAR, recently acquired for $600 million by Kellogg, has introduced a maple sea salt bar. Innovations include maple cotton candy, maple salad dressing, and even maple-smoked cheddar.
At The Maple Guild in the small town of Island Pond, Vermont (population 821), the company crafts traditional maple syrup as well as unique blends infused with vanilla beans or cinnamon sticks, including a variety aged in Kentucky bourbon barrels. Their product line also includes cream, tea, vinegar, marinades, BBQ sauces, and nutrient-infused water featuring maple. The Maple Guild’s products can be found in supermarkets like Giant Eagle, H-E-B, and Whole Foods.
“Companies are always on the lookout for trends, and it may well be that the powers that be are observing how pumpkin products soar during this season and think, ‘Let’s capitalize on maple,’” remarked Lester Wilson, a food science and human nutrition professor at Iowa State University. “Everyone is keen to market more products to the millennial demographic.”
Maple’s rising popularity is primarily concentrated in a few categories. While overall maple product sales fell by 0.4% for the year ending September 2, 2017, sales of maple beverages surged by 25.6%, maple syrup sales increased by 6.9%, and processed meats with maple saw a rise of 7.3%. Collectively, the sales of the top 10 maple product categories totaled approximately $564.5 million for the year ending September 2, compared to $506.7 million the previous year.
Justin Gold, founder of the rapidly expanding nut butter brand bearing his name, first started combining maple into his sandwich spreads purely for its flavor. Today, his maple almond butter, which has been available for a decade, ranks among Justin’s most sought-after products. “Maple has always existed; it just wasn’t very prominent,” noted Gold.
Few entrepreneurs have leveraged the surge in maple’s popularity as effectively as Kate Weiler and Jeff Rose, who established DRINKmaple in late 2013 to market the sweet water harvested from maple trees. The duo first encountered maple water in a quaint Canadian coffee shop while awaiting registration for an Ironman race. Intrigued by its hydrating properties and the research they discovered prior to the event, they returned to the U.S. where they saw an untapped market. Their initiative has since flourished, with DRINKmaple products now available in approximately 16,000 stores, including Whole Foods, Wegmans, CVS, and Giant.
The product line has evolved beyond the original maple water to include flavors such as raspberry lemon maple and grapefruit maple. “We never intended to start a business until we came back and found no one selling it,” recalled Rose. “We thought, ‘Why isn’t anyone doing this? It’s such a great idea.’” Rose reported that sales are doubling annually, though he did not disclose exact figures. The water, essentially maple sap before it’s concentrated, shares similarities with coconut water, containing antioxidants, prebiotics, minerals, and electrolytes, while boasting about half the sugar and a milder taste that appeals even to skeptics.
“Maple water doesn’t have a divisive flavor like coconut water,” Rose explained. “We’re striving to support the maple community in a less commoditized manner.”
Despite increased interest and innovative products, Wilson from Iowa State warns that maple may face several challenges that could impede future growth. For starters, it competes with pumpkin during the fall, a season historically dominated by the orange squash. The pumpkin trend shows no signs of slowing, with sales for pumpkin-flavored products reaching $414 million for the year ending July 29, a 6% increase from the previous year, as companies introduce pumpkin-flavored beer, Oreo cookies, Jell-O, lattes, pizza crusts, yogurt, gum, dog food, and even pumpkin-spiced pumpkin seeds.
It’s also possible that maple’s appeal outside the Northeast may never reach the same fervor it enjoys in that region, where nearly all of the estimated 4.3 million gallons of maple syrup produced in the U.S. annually is sourced. Additionally, like many trends before it, consumers could eventually grow weary of maple and shift their preferences elsewhere.
However, John Campbell from The Maple Guild remains optimistic that maple’s popularity will continue to grow. In the unlikely event that it doesn’t, he’s ready. “I don’t foresee that happening,” Campbell said. “I believe maple will surpass pumpkin spice, but just in case it doesn’t, we also have a pumpkin spice maple,” he added with a chuckle.
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