Standard Definition, Grades and Nomenclature for Pure Maple Syrup The IMSI Proposal and Update

1. Standard Definition, Grades and Nomenclature for Pure Maple SyrupThe IMSI Proposal and Update January 2012 Dave Chapeskie, R.P.F. Executive Director Chair, Maple Grades and Nomenclature Committee International Maple Syrup Institute

2. World Production of Pure Maple Syrup (2009) • Capital Investment … $3.5 billion (excluding land) • CANADIAN PRODUCTION 50 million taps 9.08 million gallons (10.9 US gallons) Value : $353 million (Canada) $304.9 million (Quebec) • UNITED STATES PRODUCTION 8.65 million taps 2.33 million US gallons Value: $77.5 million

4. Total Canadian production of maple products, expressed as maple syrup: 4,889,000 gallons in 2008 9,080,000 gallons in 2009 7,182,000 gallons in 2010

6. Outline of Presentation • Background • Benefits • Proposal for Standard Maple Grades and Nomenclature • Implementation Plan • Summary

7. IMSI’s Maple Grades and Nomenclature Committee Members • Dave Chapeskie, Executive Director, IMSI (Chairman) • John Henderson, Consultant • Jerry Kless, Sales and Marketing Director, Citadelle • Ray Bonenberg, President, Ontario Maple Syrup Producers Association • Bernard Perrault, Director, Federation of Quebec Maple Producers • Arnold Coombs, Representative, Vermont Maple Industry Council • Henry Marckres, Supervisor, Vermont Agency of Agriculture, Food and Markets • Randy Heiligmann, Retired, Professor Emeritus, Ohio State University • Eric Prud’Homme, Principle Program Officer, Maple, Canadian Food Inspection Agency • Chere Shorter, Assistant Head, Inspection and Standardization Section, United States Department of Agriculture

8. Background

9. Main Benefits of Standardized International Grades • World standard definition and uniform grading system • for pure maple syrup • Facilitates trade in North American and World Markets • Consumers will benefit from producers and packers placing greater emphasis on taste and keeping off-flavoured and otherwise defective syrups out of the retail marketplace • Removal of U.S. Grade B, Commercial designations and Canada No. 2 & 3 designations which imply lower quality syrup (many consumers and ingredient users prefer these syrups) • Both colour and taste descriptors on the label to assist consumers and ingredient users in purchasing syrup in accordance with their preferences • Facilitates communication and understanding regarding the uniqueness of pure maple syrup among consumers and ingredient users

10. Important Aspects of the Proposed Grades and Classification System for Maple Syrup • Design of proposal is consistent with consumer research findings • Revised light transmittance classes for retail syrup • Grade A maple syrup (4 classes) for retail sale (consumer/user preference emphasized) • Processing grade not for retail sale (includes off-flavoured syrup) • Taste descriptor to assist consumer and ingredient user with their selection and use of syrup • Not intended to restrict the use of “marketing descriptors” • Implementation of Standard Grades subject to regulatory approvals in the United States and Canada

11. Proposed Definition and Grading Standards Definition: • Produced exclusively by the concentration of maple sap or by the solution or dilution of a pure maple product other than maple sap in potable water • Minimum soluble solids of 66% • Maximum soluble solids of 68.9%

12. Proposed Definition and Grading Standards • Comply with federal and state/provincial standards for contaminants • Comply with other federal and state/provincial regulations and policy directives (e.g. labelling, standard containers, establishment registration) • Proper determination of grade and colour class • Traceable to batch (daily production)

13. Proposed Quality Descriptors for Grade A No Retail Restrictions (4 Classes) • Uniform in colour • Intensity of flavour (taste) normally associated with the colour class • Free from objectionable odours and off-flavours • Free from turbidity and sediment

14. Grade A Maple Syrup – 4 Classes

17. Grade A Maple Syrup Golden Colour and Delicate Taste Pure maple syrup in this class has a light to more pronounced golden colour and a delicate or mild taste. It is the product of choice for consumers preferring a lighter coloured maple syrup with a delicate or mild taste. Light transmittance not less than 75% Tc.

18. Grade A Maple Syrup Amber Colour and Rich Taste Pure maple syrup in this class has a light amber colour and a rich or full-bodied taste. It is the product of choice for consumers preferring a full-body tasting syrup of medium taste intensity. Light transmittance 50.0-74.9% Tc.

19. Grade A Maple Syrup Dark Colour and Robust Taste Pure maple syrup in this class has a dark colour and a more robust or stronger taste than syrup in lighter colour classes. It is the product of choice for consumers preferring a dark coloured syrup with substantial or robust taste. Light transmittance 25.0-49.9% Tc.

20. Grade A Maple Syrup Very Dark Colour and Strong Taste Pure maple syrup in this class has a very strong taste. It is generally recommended for cooking purposes but some consumers may prefer it for table use. Light transmittance less than 25% Tc.

21. New Colour Classification Equipment

22. Processing GradeNot for Retail Sale • Any light transmittance • May be any colour class • May contain off-flavours (i.e. caramel, woody, buddy, burnt, etc.) • May be very strong tasting syrup • Packed in containers of 20 litres (5 gallons) or larger • Cannot be sold at retail • May be used in food processing and non-food uses

23. Product Descriptors to Appear on the Product Label

24. Label Concept – Grade A

25. Label Concept – Grade A Canada Producer/PackerBatch # United States Producer/PackerBatch #

26. Label Concept – Processing Grade

27. Classification and Grading of Pure Maple Syrup

28. Quality Assurance Quality Assurance Pillars and Lines of Defense for Pure Maple Syrup • Informed Maple Producers and Packers • Market Forces (Consumers and Ingredient User Feedback) • Batch Coding (Traceability) • Awareness and Education • Monitoring and Regulatory Compliance Need to Maintain Integrity of Pure Maple Syrup!! • Pure Maple Product (Source, Brix Range, etc.) • Avoid Off-Flavours • Avoid Contaminants • Monitor for Adulteration

29. Status of IMSI Regulatory Submission • Distribution of Regulatory Submission • Contact/Liaison Listing • Letters of Support • Monitoring • Timing of Implementation

30. Operational Market Trials Primary Objective: to provide consumer and producer/packer feedback to assist communications and full implementation

31. Types of Operational Market Trial Exposure for Consumers (2011/2012) • Awareness/Education Exhibit • Awareness/Education Exhibit Including Taste Evaluation (Staffed) • Maple Producer Adoption of Proposed IMSI Standardized Grades Note: both maple producer and consumer feedback is documented (i.e. consumer survey)

32. Maple Producer Application of Standardized Grades (2012)Responsibilities of the IMSI: • Provide Awareness and Educational Materials (Posters, Cards, etc.) • Provide Temporary Colour Classification Kits • Provide Consumer Questionnaire • Summarize and Analyze Feedback and Consumer Questionnaires (Marketing Consultant) • Provide Advisory Assistance as Required

33. Maple Producer Application of Standardized Grades (2012)Responsibilities of the Maple Producers: • Decide on maple producer participant(s) for 2012 Role of Participants: • Designate a project manager/coordinator • Decide on portion of retail sales (all or portion) to be classified in accordance to IMSI standard • Provide consumers with information regarding the new classification and grading system • Provide consumers with access to online or hard-copy survey • Producers may provide incentive for completing survey • Summarize observations and suggestions based on their participation

34. Implementation Plan Timeline

35. Implementation Plan Summary of Activities • Continued awareness and education activities with maple industry stakeholders • Preparation of education package including posters and other materials

36. Implementation Plan Summary of Activities, cont’d • Regulatory Submission finalized and sent out to regulatory authorities (September 2011) • Operational market trials initiated and ongoing • Assessment and Development/ Adaptation of standard colour classification kits

37. Summary • Background • Benefits • Proposal for Standard Grades and Nomenclature • Communications • Implementation Plan

38. French Language Contact: Yvon Poitras Directeur Général/General Manager, Association Acéricole du N.B. 1350 Regent Street, Fredericton, New Brunswick, E3C 2G6 Telephone: 506-458-8889 Fax: 506-454-0652 E-mail: yrp@nb.aibn.com English Language Contacts: Dave Chapeskie, R.P.F. Executive Director, International Maple Syrup Institute, 5072 Rock St, RR#4, Spencerville, Ontario, K0E 1X0 Telephone: 613-658-2329 Fax: 877-683-7241 E-mail: agrofor@ripnet.com Henry J. Marckres, Chief, Consumer Protection, Vermont Agency of Agriculture, Food & Markets 116 State St., Montpelier, Vermont 05620-2901 Telephone: 802-828-3458 Fax: 802-828-5983 E-mail: henry.marckres@state.vt.us THANK YOU! Questions?