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Examining Options for Industry Funded U.S. Maple Promotion
Cannella, Mark
Cannella, Mark
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Attribution-ShareAlike 4.0 International
Abstract
The International Maple Syrup Institute (IMSI) formed a committee in 2021 to investigate governance options for a United States (U.S.) national promotion program. The IMSI Market Development Committee was charged with the responsibility to… “explore and recommend a plan of action to establish sustainable funding for the U.S. maple industry, primarily for the promotion and marketing of ‘pure maple syrup’ and a plan for implementation.” An emergent issue among U.S. producers is whether a producer-funded promotion program could organize the collection of annual funds to be used for generic promotion and consumer education to maintain or boost demand. Primary research questions ask the following: would U.S. maple producers adopt a collective framework to advance a unified national promotion effort, do U.S. producers agree that a new governance body or program could be formed to represent the broader goals for market development, and if agreement exists on the objective to implement a national market development initiative, which specific format is the most feasible mechanism to mobilize producer contributions to achieve that objective? This report explores several frameworks and specific considerations for possible formats like mandatory market orders to producer owned cooperatives. Sections in the report include: U.S. farm policy and collective governance, maple industry trends, frameworks available for self-funded or collective promotion, future revenues, program coverage, and specific consideration for maple syrup in the U.S.
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Date
2026-07