A short drive from the Canadian border in upstate Vermont reveals an intricate network of tiny plastic tubes, extending nearly 6,000 miles — about 25% of the Earth’s circumference — connected to 450,000 maple trees. Each drop of sap collected from these trees flows gently into this system before reaching a former Ethan Allen factory, where the prized syrup is produced, bottled, and distributed. The Maple Guild, which produces this delicious syrup annually on 25,000 acres of sparsely populated land in the northeast, began its distribution in April after five years of building infrastructure, refining production technology, and gradually increasing output. As consumer interest in maple products rises, the timing of the company’s market entry is perfect. “Maple is definitely trending upwards. It’s a healthier sweetener, low glycemic, natural, and organic, which consumers constantly seek,” stated John Campbell, The Maple Guild’s vice president of marketing and sales, during an interview with Food Dive. “We hope to present various ways for people to enjoy it, showing that it’s not just a breakfast item anymore.”
Maple’s growing popularity is attributed to consumers’ desires for more natural, healthy ingredients while reducing their intake of artificial sweeteners and processed sugars, according to industry experts. Millennials, in particular, are keen on understanding what they consume and where it originates, often seeking new experiences reminiscent of their childhood memories of watching their parents or grandparents enjoy maple products. While maple syrup is traditionally paired with meats and serves as a topping for pancakes and waffles, this classic ingredient is increasingly appearing in a wide range of foods and beverages, frequently as an imitation flavor. For example, Starbucks features a maple pecan latte, while products like maple water — derived from the sap of maple trees — maple vodka from Vermont Spirits, and maple whiskey from big names like Crown Royal, Jim Beam, and Knob Creek have emerged. Companies like Chobani and Brown Cow have introduced maple-flavored yogurt, and RXBAR, which was recently acquired by Kellogg for $600 million, has launched a maple sea salt bar. Other creative products include maple cotton candy, maple salad dressing, and even maple-smoked cheddar.
At The Maple Guild, located in the small town of Island Pond, Vermont (population 821), the company produces traditional maple syrup as well as unique blends infused with vanilla beans or cinnamon sticks. One particular variety is aged in Kentucky Bourbon barrels. Their product line extends beyond syrup to include cream, tea, vinegar, marinades, BBQ sauces, and nutrient-infused water featuring maple. The Maple Guild’s offerings can be found in supermarkets such as Giant Eagle, H-E-B, and Whole Foods.
According to Lester Wilson, a professor of food science and human nutrition at Iowa State University, “Companies are always in search of trends, and they may be looking at how pumpkin flavors soar during this season and thinking, ‘Let’s capitalize on the maple trend while it’s hot.’” There’s a clear push to appeal to the millennial demographic. Although overall sales of maple products fell 0.4% for the year ending September 2, 2017, Nielsen reported a 25.6% increase in maple beverages, a 6.9% rise in maple syrup sales, and a 7.3% growth in processed meats with maple. The top ten maple product categories collectively generated about $564.5 million for the year ending September 2, compared to $506.7 million the previous year.
Justin Gold, the founder of the rapidly expanding nut butter brand named after him, initially incorporated maple into his sandwich spread because he loved the flavor. Now, his maple almond butter, available for a decade, is among his best-selling products. “Maple has always been present; it’s just been a quiet category,” Gold remarked. Few entrepreneurs have leveraged the maple awakening as effectively as Kate Weiler and Jeff Rose, who launched DRINKmaple in late 2013 to market the sweet sap from maple trees. The duo first tried maple water in a quaint Quebec coffee shop while waiting for an Ironman race registration. Captivated by its hydrating properties, they recognized its potential and decided to establish their own business upon returning to the U.S., where it was largely untapped. Today, DRINKmaple products are available in around 16,000 stores, including Whole Foods, Wegmans, CVS, and Giant. Rose and Weiler have expanded their offerings beyond traditional maple water to include new flavors like raspberry lemon maple and grapefruit maple. “We had no plans to start a business, but when we tried to purchase it, it wasn’t available anywhere,” Rose explained. “We thought, ‘Why isn’t anyone doing this? It’s such a fantastic idea.’” Rose indicated that their sales are doubling annually, although he did not disclose specific figures. The maple water, essentially unprocessed maple sap, contains antioxidants, prebiotics, minerals, and electrolytes, with about half the sugar and a much milder taste than coconut water, making it appealing even to skeptics, according to Rose and Weiler. “Maple water doesn’t have a divisive taste, unlike coconut water,” Rose noted. “We aim to support the maple community in a less commoditized manner.”
Despite the rising interest and innovative products, Wilson warns that maple faces challenges that could impede future growth. For one, it competes with pumpkin during the fall, a season long associated with the vibrant orange squash. The pumpkin trend shows no signs of slowing down, with flavored product sales reaching $414 million for the year ending July 29, marking a 6% increase from the previous year, as companies introduce everything from pumpkin beer to pumpkin-flavored yogurt and even dog food. Additionally, the enthusiasm for maple in regions outside the Northeast, where approximately 4.3 million gallons of syrup are produced annually, may never match that of the northeast states. As with many trends, there is a possibility that consumers could eventually grow weary of maple and shift their preferences to new flavors.
John Campbell from The Maple Guild remains optimistic about the future of maple syrup, believing its popularity will continue to rise. In an amusing twist, he mentioned, “I don’t foresee it dwindling. I believe maple will surpass pumpkin spice, but we’ve also created a pumpkin spice maple just in case,” he said with a chuckle.